Top CPG Brands in 2011 Brand Keys Customer Loyalty Index


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Brand Experience Reaches New Heights as Consumers Search for Real Innovation
in Consumer Package Goods

NEW YORK, NY (date TBD) – The “Decade of Delight” describes the key
expectation of today’s consumers, in the 15th annual Brand Keys Customer
Loyalty Engagement IndexR (CLEI) survey conducted by the New York-based
brand and customer loyalty and engagement consultancy (

For all 87 brands tracked in the 12 Consumer Package Goods (CPG) categories,
attributes relating to “experience” and “authentic innovation” in products
and services are exerting the strongest impact on customer decision-making,
category-expectations, and engagement with brands.

While expectation levels for delight vary by category, brands in the CPG
category that were best at creating customer delight were: Claritin,
Cheerios, Frosted Flakes, Pampers, Tide, Advil, Brawny, Barilla, Purina,
Purina One, Tom’s of Maine, Crest, and Crest Whitestrips.

“This evolution has been accelerating for some time. Brand value has
increasingly been defined not through the narrow lens of price, but in terms
of the total experience that consumers have when they interact with a given
brand. This year’s results demonstrate that concept has truly taken hold,
showing its greatest increase in expectations in the purchase drivers
centered on attributes that most strongly impact the customers’ overall
experience,” noted Robert Passikoff, Brand Keys founder and president.

Consumers Change, Categories Change – Brands Must Change Too

“The CLEI data is predictive of coming shifts in the consumer marketplace –
12 to 18 months before it shows up in traditional research. Given the levels
of commoditization we’ve witnessed in product/service delivery and
pricing/promotion strategies it is no surprise consumers are looking for
their favorite brands to make a real difference. Consumers know the brands,
know what they do, and know what they’re willing to pay for them,” said
Passikoff. “They’re looking for delight.”

“Innovation is key, whether it’s innovation in the products themselves, or
innovation in how those products are put into the hands of consumers – from
rapid delivery to product introductions – and the after-life of service and
support that the consumer experiences. And, consumers want meaningful
innovation that results in a higher level of experience. Satisfaction has
never been more cost-of-entry; delight is the new differentiator,” added

This year consumers’ skyrocketing desire for experience and authentic
innovation are exerting the strongest impact on customer decision-making and
profitable engagement with the brand. Brands able to meet – even exceed –
these expectations become category leaders. “This only matters, of course,
if you’re keeping score by counting sales and profits, and not merely
tracking awareness levels,” noted Passikoff.

CPG brand loyalty and engagement rankings for 2011

Allergy Meds (OTC)

1. Claritin
2. Zyrtec
3. Benadryl
4. Chlor-Trimeton
5. Sudafed
6. Tylenol

Breakfast Cereals (Adults)

1. Cheerios
2. Honey Nut Cheerios
3. Special K
4. Oats
5. Frosted Mini Wheats
6. Fiber One / Rice Krispies
7. Corn Flakes / Grape-Nuts / Post Raisin Bran / Raisin Bran 8. Chex / Kix

Breakfast Cereal (Kids)

1. Frosted Flakes
2. Lucky Charms
3. Cocoa Puffs
4. Trix
5. Cap’n Crunch / Wheaties
6. Froot Loops
7. Honey Grahams


1. Pampers
2. Huggies
3. 7th Generation
4. Luvs
5. Playskool

Laundry Detergent

1. Tide
2. Era
3. Cheer
4. All
5. Wisk
6. Arm & Hammer / Gain
7. Bold
8. Purex

Pain Reliever (OTC)

1. Advil
2. Bayer
3. Aleve
4. Motrin
5. Excedrin
6. St. Joseph’s
7. Tylenol

Paper Towels

1. Brawny
2. 7th Generation
3. Viva
4. Bounty
5. Scott
6. Mardi Gras

Pasta Sauce

1. Barilla
2. Classico
3. Buitoni
4. Progresso / Ragu
5. Prego
6. Hunt’s

Pet Food – Canned (Cats)

1. Purina
2. Hills
3. Iams / Whiskers
4. Fancy Feast
5. Friskies / Meow Mix
6. 9Lives

Pet Food-Canned (Dogs)

1. Purina One
2. Alpo
3. Pedigree
4. Hills
5. Gravy Train / Iams


1. Tom’s of Maine / Crest
2. Colgate
3. Arm & Hammer
4. Listerine
5. Aim
6. Aquafresh

Tooth Whiteners

1. Crest Whitestrips
2. 5-Minute Speed Whitening System
3. Rembrandt Whitening Kit
4. Aquafresh White Trays
5. Listerine Whitening Strips


For the Brand Keys 2011 survey, 46,000 consumers, 18 to 65 years of age,
drawn from the 9 US Census Regions, self-selected the categories in which
they are consumers, and the brands for which they are customers.
Seventy-five percent (75%) were interviewed by phone, 20% via face-to-face
interviews (to account for today’s of the population who are cell phone-only
consumers,) and the remaining consumers assessed categories and brands

Ten (10) new categories were added to the 2011 CLEI and included Drug
Stores, E-Readers, Hair Conditioners, Movie Rentals, Online Retailers,
Shampoo, Social Networking Sites, Tequila, and Tooth Whiteners, bringing the
total number of categories and brands to 79 and 528 respectively.

“At a time when CPG brands are struggling to differentiate themselves and
find ways to profitably engage their customers, the changes this year serve
as a real benchmark for CPG marketers. Products that respond with a truly
consumer-centric view of their category – delighting the customer – based on
predictive loyalty metrics, stand to gain the most, and establish themselves
as this decade’s brand leaders,” concluded Passikoff.

The complete listing of the 79 category rankings can be found at

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