Thursday March 28, 2013
Reese's Is Top Chocolate Brand, Study Shows
Rochester, NY — The Hershey Co.’s Reese’s Peanut Butter Cups, Wm. Wrigley Jr. Co.'s Extra brand gum, and Ghirardelli Chocolate Co. are among the candy and snack brands of the year, according to Harris International, Inc.’s 2013 Harris Poll Equitrend Study on brand equity.
Data shows Reese’s is the highest rated chocolate candy brand, Extra took the gum category and Ghirardelli is the premium chocolate brand of the year. Mondelez International, Inc.’s Oreos are the favorite cookie for 2013, while Clif Bar Co. won the energy bar category and Wrigley's Life Savers has been named non-chocolate candy brand of the year. ConAgra Foods, Inc.’s Orville Redenbacher’ earned the top spot in the popcorn category and PepsiCo’s Lay’s brand potato chips are consumers' choice for salty snacks.
About 40,000 consumers ages 15 and older participated in the Harris Poll from January 11 to February 8, in which they were asked to rate 40 randomly selected brands of the 1,511 studied, Harris International reports. The company says each brand received approximately 1,000 ratings and the data is weighted to reflect the entire U.S. population based on age, sex, education, race, region, income and online presence.
Researcher Aron Galonsky says: “There's been a lot of discussion in the media as to whether 2013 will bring about another recession, so it's interesting to see equity is on the rise for luxury brands typically associated with higher discretionary income, even as other economic indicators suggest a possible downturn. This may show that after a number of years spent tightening their belts, consumers are looking to the quality and value these brands provide.”