The Top 5 Most Satisfying Snack and Candy Brands
By Brett Dworski on Oct. 25, 2018ANN ARBOR, Mich. -- Customer satisfaction for packaged food products has increased 1.2 percentage points this year compared to 2017, according to the 2018 Nondurable Products Report from the American Customer Satisfaction Index (ACSI), Ann Arbor, Mich.
The annual study examines customer satisfaction sentiments for leading manufacturers in sectors including packaged foods, soft drinks, beer and HBC.
“Customer satisfaction is a driving force that impacts the financial outlook of individual firms and the health of the U.S. economy at large,” the ACSI said.
The ACSI surveyed approximately 250,000 consumers, who rated their satisfaction levels with more than 380 companies in 46 industries. The scores range from zero to 100.
Snack and candy brands were among the highest performers in the report. Here are the top five mentioned in the study, according to the ACSI …
Photograph: Shutterstock
Kraft Heinz
Customer Satisfaction Score: 82%
Kraft Heinz finished with a customer satisfaction score of 82% for the second year in a row, good for fifth place among snack and candy manufacturers and seventh overall among food manufacturers.
The Chicago-based company hasn’t shied away from product innovation this year. In April, Kraft Heinz shook up the condiment segment with two new launches: Mayochup, a combination of ketchup and mayonnaise, and Ssam, a specialty sauce from New York-based restaurant Momofuku. Five months later, the company partnered with the Hershey Co., Hershey, Pa., and launched its Hershey’s Milk Chocolate and Reese’s Peanut Butter Cup Dairy Whipped Toppings, which are available for a suggested retail price of $2.99 to $3.99.
Photograph courtesy of Kraft Heinz
Quaker (PepsiCo)
Customer Satisfaction Score: 84%
PepsiCo’s Quaker brand garnered a customer satisfaction score of 84%, becoming the second brand on the list alongside Kraft Heinz to repeat the same score from the previous year. Quaker's 84% was good for fifth place overall among food manufacturers.
The entire PepsiCo brand has had a busy year. In May, the Purchase, N.Y.-based company acquired healthy-snack company Bare Foods Co., better known as Bare Snacks, plunging into the healthy-eating category. Three months later, PepsiCo’s board of directors elected Ramon Laguarta to succeed Indra Nooyi as CEO of the company. PepsiCo’s Frito-Lay division controls about 60% of today’s U.S. salty-snack retail sales, according to research firm Packaged Facts, Rockville, Md.
Photograph courtesy of PepsiCo
Mars Inc.
Customer Satisfaction Score: 84%
Mars' 84% customer satisfaction rating is a 2% increase compared to last year, good for fourth overall among food manufacturers.
Candy innovation has been at the forefront for Mars in 2018. In June, the maker of M&M’s launched three new limited-time-only Snickers varieties as part of its "You're Not You When You're Hungry" campaign in Espresso, Fiery and Salty & Sweet flavors. In October, the Chicago-based company unveiled an array of new products at the 2018 NACS Show in hazelnut, spicy, birthday cake, cookie and white chocolate flavors.
Photograph courtesy of Mars Inc.
General Mills
Customer Satisfaction Score: 84%
General Mills also captured an 84% customer satisfaction rating, rising 2 percentage points from 2017. This placed the company third overall among food manufacturers.
In July, the Minneapolis-based manufacturer had one of the year’s biggest product launches, with 22 new treats hitting retailers, including Sweet & Fiery Fruit Gushers, Chex Mix Hot & Spicy Ghost Pepper, Hot & Spicy Bugles and Epic Provision Performance Bars.
Photograph courtesy of General Mills
Hershey
Customer Satisfaction Score: 86%
The Hershey Co. placed atop the rankings of most satisfying snack and candy brands, as well as overall food manufacturers, in ACSI's report. The chocolatier finished with a customer satisfaction score of 86%, equaling its score from last year.
During one week in September, Hershey acquired Pirate Brands, the maker of Pirate’s Booty, Smart Puffs and Original Tings, from holding company B&G Foods Inc. It also unveiled its new Mobile Customer Insights Center (MCIC), a 53-foot expandable semitrailer and collaborative work space that mimics the layout of a convenience store on the inside. The MCIC will be at the forefront of Hershey’s innovation heading into 2019, representatives from the company told CSP at the recent NACS Show.
Photograph courtesy of The Hershey Co.