The American Customer Satisfaction Index - The voice of the Nation's Consumer

November 2012 and Historical ACSI Benchmarks

Updated on November 13, 2012

Sector: Manufacturing/Nondurable Goods
Industries: apparel, athletic shoes, food manufacturing

For benchmarks for other Manufacturing/Nondurable Goods industries, go to October ACSI Results.

Base-
line 		95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 Previous
Year
%
Change 		First
Year
%
Change
MANUFACTURING NONDURABLE GOODS 81.6 81.2 79.0 78.5 78.8 80.0 80.8 80.3 81.0 80.9 80.8 81.8 82.3 81.7 82.3 81.5 81.3 81.0 81.9 1.1 0.4
Apparel 82 81 78 77 79 79 79 79 80 80 79 81 80 82 80 82 83 80 79 -1.3 -3.7
V.F. 83 80 80 81 79 78 82 84 82 84 79 82 82 84 83 81 85 83 82 -1.2 -1.2
Hanesbrands 83 81 75 81 77 78 78 76 78 80 79 79 82 82 80 82 81 82 79 -3.7 -4.8
Levi Strauss 84 83 80 81 75 76 79 80 78 80 80 79 79 80 78 83 81 81 82 1.2 -2.4
All Others 79 80 78 77 79 79 79 79 80 80 79 81 80 82 79 82 83 79 79 0.0 0.0
Jones Group NM NM NM NM NM NM NM 79 78 78 77 82 79 81 84 83 81 79 82 3.8 3.8
Liz Claiborne 84 81 81 77 78 76 79 79 80 78 79 78 81 79 79 82 79 79 NM N/A N/A
Fruit of the Loom 83 80 78 77 80 80 79 NM NM NM NM NM NM NM NM NM NM NM NM N/A N/A
Base-
line 		95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 Previous
Year
%
Change 		First
Year
%
Change
Athletic Shoes 79 79 77 74 74 76 79 76 79 79 82 77 76 79 79 80 80 81 80 -1.2 1.3
All Others NM NM NM 73 76 79 79 78 81 81 83 79 81 83 82 83 80 81 80 -1.2 9.6
Adidas 75 80 77 74 74 75 78 73 76 74 77 75 78 77 78 78 82 80 77 -3.8 2.7
Nike 82 78 77 74 73 73 78 74 76 76 78 75 72 75 78 79 80 80 80 0.0 -2.4
Base-
line 		95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 Previous
Year
%
Change 		First
Year
%
Change
Food Manufacturing 84 84 83 81 81 81 81 82 81 81 81 82 83 81 83 83 81 81 83 2.5 -1.2
H.J. Heinz 89 87 90 86 86 85 90 89 88 90 88 91 87 90 89 89 88 89 89 0.0 0.0
Mars 87 89 86 85 81 84 82 86 83 83 85 83 86 86 86 87 85 87 86 -1.1 -1.1
Nestle 88 86 82 83 83 81 84 83 83 83 83 83 84 83 83 85 84 84 85 1.2 -3.4
Hershey 86 88 88 84 84 86 85 86 87 85 87 86 86 87 85 87 86 84 85 1.2 -1.2
Quaker (PepsiCo) 82 82 82 85 83 83 86 86 87 86 86 88 85 86 87 87 86 84 86 2.4 4.9
ConAgra 83 83 82 80 80 80 82 81 83 84 82 86 83 83 84 78 83 83 84 1.2 1.2
Kraft 84 84 85 82 84 83 82 82 81 83 84 84 86 84 85 83 81 83 81 -2.4 -3.6
General Mills 83 81 86 81 82 81 82 83 83 83 84 82 84 83 84 83 83 83 83 0.0 0.0
Dole 90 90 85 79 82 80 82 81 82 82 79 81 82 83 83 84 82 83 83 0.0 -7.8
Sara Lee 86 82 84 80 80 81 82 81 84 83 84 81 85 82 84 85 85 82 83 1.2 -3.5
Kellogg 84 84 85 81 83 81 83 83 81 82 81 81 85 83 85 85 81 80 83 3.8 -1.2
Tyson 83 80 79 80 79 79 81 80 80 81 79 79 78 78 80 82 77 79 81 2.5 -2.4
Campbell Soup 83 81 84 81 80 81 81 81 80 83 79 81 80 83 80 82 82 79 81 2.5 -2.4
All Others 83 83 81 80 80 80 80 81 80 80 81 82 83 81 83 82 80 79 82 3.8 -1.2
Best Foods (CPC International) NM 88 NM NM NM NM NM NM NM NM NM NM NM NM NM NM NM NM NM N/A N/A
Ralston Foods 82 79 81 #                               N/A N/A
Pillsbury 88 86 87 82 83 84 84 #                       N/A N/A
Nabisco 87 84 85 80 83 81 82 #                       N/A N/A
Borden Foods 86 86 84 †                               N/A N/A
Base-
line 		95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 Previous
Year
%
Change 		First
Year
%
Change
Pet Food       83 81 82 83 82 82 82 83 82 83 84 84 84 83 82 83 NM 1.2 0.0
Hill's Pet Nutrition (Colgate-Palmolive)       85 83 86 82 84 84 85 83 82 83 85 81 80 82 84 83 NM -1.2 -2.4
Nestle Purina PetCare                 83 83 84 81 82 84 84 86 82 82 83 NM 1.2 0.0
Del Monte                   84 79 83 82 83 83 80 83 82 86 NM 4.9 2.4
All Others       NM 81 82 82 80 82 80 82 83 83 85 84 84 85 82 84 NM 2.4 3.7
Iams (Procter and Gamble)       NM NM NM NM 80 82 85 82 81 83 82 81 85 80 81 83 NM 2.5 3.8
Mars Petcare       81 82 81 81 83 83 83 83 82 82 82 84 83 85 80 82 NM 2.5 1.2
Nestle       83 83 84 81 81 #                       N/A N/A
H.J. Heinz       85 80 81 84 81 81 #                     N/A N/A
Ralston Purina       82 81 82 85 83 #                       N/A N/A

Score tables print best in landscape.

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Notes
The ACSI releases industry results monthly and updates the national index quarterly. Baseline measurements are from the summer of 1994.

The "All Others" score for an industry represents the remainder of the total industry market share, less the market shares of the measured companies. This benchmark is an aggregate of a representative number of customer interviews from each of potentially hundreds of smaller companies within the industry.