Hershey’s Tops List of Most Intimate Brands

The MBLM’s Brand Intimacy 2020 study found nostalgia placed a large role in the results.

May 22, 2020

NEW YORK—What is America’s favorite intimate brand? According to the MBLM’s Brand Intimacy 2020 Study, Hershey’s topped the list, Progressive Grocer reports. The report analyzes how U.S. consumers related to brands today by measuring the bonds they form with brands.

“The nostalgic strength of consumer goods brands—the only industry in our study where nostalgia is the dominant archetype—is playing a large role in helping people cope during the COVID-19 crisis. Consumers are taking solace in the foods of their childhood, which are bringing them back to the positive memories of their past. As entertainment binging continues with people at home, snacks are also becoming a part of the experience,” said Mario Natarelli, managing partner for MBLM.

According to the survey, here are the top 10 consumer packaged goods brands:

  1. Hershey's
  2. Kellogg's
  3. Ben & Jerry's
  4. Nestlé
  5. Campbell's
  6. Pillsbury
  7. Quaker
  8. Nabisco
  9. Betty Crocker
  10. Stouffer's
The survey also found that men placed Kellogg’s at the top of their list, while women went with Hershey’s. As a whole, millennials had a preference for Ben & Jerry’s. “By focusing on the relief they are offering and reliability of these products, we believe that consumer goods brands can continue to build upon the strong emotional connections they have formed in recent months to strengthen their bonds with consumers post-pandemic,” Natarelli said.