According to a new survey, released yesterday by the American Consumer Satisfaction Index (and tweeted my way by Anat Baron — thanks!), Breweries ranked 5th in overall satisfaction by consumers among industries polled by the group. Here are the first five with their score in parentheses (out of 100):
- Personal Care & Cleaning Products (85)
- Soft Drinks (85)
- Full Service Restaurants (84)
- Automobiles & Light Vehicles (84)
- Breweries (84)
For breweries, this is the highest marks they’ve received since this poll began, and represents a 1.2% increase over last year.
As reported by Brand Week, comfort foods like candy and beer continued to do well.
Beer manufacturers reached their highest level to date with a score of 84 (out of a 100-point scale) to mark a 1.2 percent change from 2008 rankings. Top companies included Anheuser-Busch InBev (85) and SABMiller (83), which grew 3.7 percent and 1.2 percent respectively from last year. Molson Coors Brewing (81) dipped by 2.4 percent, while “all others” maintained their rank at 83.
The ACSI had their own take on beer in their analysis:
Beer: A Comfort Drink?
Beer drinker satisfaction has soared to an all-time high in ACSI. It too seems to follow the pattern of chocolate and sweets, but perhaps a bit less pronounced. The industry improved 1.2% to an ACSI score of 84, led by a 4% climb for Anheuser-Busch to a score of 85. Just a year after it was acquired by the Belgian-Brazilian conglomerate InBev, Anheuser-Busch matched its biggest ever single-year gain to reach its highest level ever. InBev has made a number of changes in business strategy—it sold the ten theme parks owned by Anheuser-Busch to reduce debt and focus on core business, cut over 1,000 employees, and overhauled management. The company has seen increased sales of lower-priced brands such as Natural Light and Busch and of newer products such as Bud Light Lime and Golden Wheat varieties.
Results for Miller and Coors brands, which market under a joint operating agreement, were mixed. Miller improved slightly, up 1% to 83, while Coors dropped 2% to 81, falling to the bottom of the industry. The Coors brand portfolio is composed of a greater proportion of high-end entities and more high-priced brands compared with Anheuser-Busch. In the midst of an economic downturn, customers typically look more to value for money. Coors drinkers report a sharp decline in value for money.
The ACSI also noted a pattern during economic downturns:
“The same thing happened in 2001 in the midst of the previous recession and also in 2004 when concern over the Iraq war and rising fuel prices appeared to be reflected in higher satisfaction with comfort foods,” said Professor Claes Fornell, founder of the ACSI and author of The Satisfied Customer, in a statement.
Newspapers and Cable/Satellite TV tied for last, though Airlines were a close second-to-last.
[…] I worked in the Marketing Research and Customer Satisfaction field, I can certainly appreciate this piece of […]