Planters sees a lift in Purchase Consideration

Ted MarzilliCEO YouGov Direct
December 18, 2018, 4:00 PM UTC

Nearly four in 10 US adults are open to buying the snack brand

Glasses of eggnog, plates of cookies, bowls of mixed nuts. As the holiday season arrives, Planters has a handful of reasons to be in good spirits.

New data from YouGov Plan & Track shows that the snack brand’s Index score, which measures a brand’s overall health by calculating the average of six metrics — Impression, Value, Quality, Reputation, Satisfaction, and Recommend — has hit a new high for 2018. Between August 1 and November 30 of this year, Planters averaged an Index score of 37 among all US adults. Just recently, it reached a score of 42.

But that’s not all. Lately, the brand’s Ad Awareness score also increased to a high of 18% — meaning, nearly one in five consumers aged 18+ recall seeing an advertisement for Planters in the past two weeks. This, again, is a personal best for the brand in 2018.

These increases in consumer perception toward Planters, along with a growing awareness of the brand’s advertising, likely starring Mr. Peanut, correspond with a greater willingness to buy the product. On December 1, for instance, 32% of US adults said they’d consider purchasing Planters when next in the market for consumer goods. On December 15, that percentage had climbed to 39%.

A look at past data suggests that the winter holiday season is often a good one for Planters, which experiences higher-than-average scores across multiple metrics. So far, however, the brand is presently seeing higher Purchase Consideration levels than it was around this time last year.

Photo: Getty

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