Consumers feel better about Sara Lee Corp. and Quaker Oats Co. products now than a year ago, but not so much for Kraft Foods. Quaker and Sara Lee, now a Hillshire Brands company, both saw gains in the American Customer Satisfaction Index (ASCI) released in mid-November. Kraft Foods posted a decline.
Quaker's customer satisfaction score of 86 puts it just behind H.J. Heinz Co., posting the highest food manufacturing score of 89. Kraft, which in October split into Kraft Foods Group and Mondelez International, scored an 81, putting it in a three-way tie for last place with Campbell Soup Co. and Tyson Foods Inc. Kraft dropped two points from last year, while Quaker gained two points.
Hillshire came in at 83, up from 82 last year. The industry average for all food manufacturers measured by ACSI was 83. "Consumers continue to be very cautious on spending when it comes to price, but people are pretty happy with their processed food," says David VanAmburg, ACSI's managing director.