Consumer Sentiment on Tariffs
Cautious Optimism Amid Ongoing Concerns
Understand Where Shoppers See Value
Measure the value that shoppers attribute to your brand to inform pricing and marketing strategies.
Industries
Turn CPG Shifts Into Your Advantage
Our consumer packaged goods experts transform complex consumer sentiment into clear, actionable direction for your brand.
Navigate Shifting Expectations
The CPG industry is under pressure. Shifting expectations around health, value, and sustainability, combined with inflation, DTC challengers, and changing retail channels make it harder than ever to predict what consumers will buy.
60%
Of U.S. adults choose the foods they eat based on their nutritional value.
22%
Of U.S. adults think cleaning products made with natural ingredients are less effective.
68%
Of U.S. adults believe that organic food is healthier than non-organic.
71%
Of Gen Z adults try to limit the negative impact their home has on the environment.
How We Help CPG Brands Win
See What Fuels Brand Loyalty
Know what factors foster and threaten brand loyalty to encourage long-term customers.
Stay Ahead Of Product Innovation
Invest smarter by knowing the product innovations your consumer base wants to see next.
Sharpen Your Marketing Strategy
Confidently proceed with packaging, product messaging, and shopper experiences that resonate.
Featured CPG Insights
Food & Beverage Industry Snapshot
Food & Beverage: An Industry Snapshot Download to learn more about current consumer trends in the food and beverage space, including meal delivery subscription habits and healthy eating goals. See what food and beverage brands over-index with Americans within each region of the country! Download the ReportHow do Americans decide what foods to buy, and […]
Axios Vibes: Grocery pain rises, in warning sign for Trump and GOP
Grocery brands surge in popularity
A $126 grocery tab that explains the vibes paradox
Article • 1 min Read
Case study: Keurig Dr Pepper leads thought leadership in the beverage space
American beverage conglomerate Keurig Dr Pepper partnered with The Harris Poll to kick off a three-year initiative aimed at establishing themselves as the industry’s definitive authority on beverages and the leading voice on hydration. Our Custom Research team worked closely with Keurig Dr Pepper to uncover notable differences in beverage preferences across generations and between […]
Article • 1 min Read
Case study: Mondelēz leverages Harris Poll insights to lead the conversation in snacking
For the past six years, The Harris Poll’s Thought Leadership & Futures team has collaborated with global snack giant Mondelēz on its annual State of Snacking report — a forward-looking study that explores evolving consumer snacking behaviors and emerging trends worldwide. The 6th annual State of Snacking report reflects the enduring strength of this partnership and […]
Article • 1 min Read
Celsius Case Study
The Predictive Power Of Brand Equity Celsius’ comeback was hiding in plain sight. Using data from QuestBrand, we explore the positive power of brand equity by closely examining the story of popular energy drink Celsius. Download the case study to see how when data is correctly calibrated, brand equity becomes a central tool for forecasting […]
Article • 3 min Read
Chobani's new product offerings appeal to health-conscious Baby Boomers
Using QuestBrand data, Ad Age released their quarterly Baby Boomer brand tracker in March. This tracker ranks the top 20 brands by quarter-over-quarter brand equity growth among Baby Boomers (ages 61-79). This quarter, Chobani placed 8th, with brand equity that rose +7.3% from Q3 (44.7) to Q4 (52.0) 2024. The greatest gains were seen in […]
Article • 3 min Read
Coca-Cola Advertising Sparks Some Holiday Magic
The Coca-Cola brand has long been associated with Christmas. In fact, Coca-Cola helped shape the image of Santa Claus that we know and love today. The beverage powerhouse hired illustrator Haddon Sundblom to depict Santa for a series of Coca-Cola ads in 1931. Sundblom showed Santa as a jolly, round-bellied man, with rosy cheeks, and […]
Article • 2 min Read
Gen Z’s Sriracha fandom skyrockets amidst a serious hot chili sauce shortage
Huy Fong’s Sriracha Hot Chili Sauce ranked 6th in our latest AdAge-Harris Poll Gen Z brand tracker with a 5.5% brand equity increase from Q2 (46.7) to Q3 (52.2). This quarterly index uses data from QuestBrand by The Harris Poll to rank the top 20 brands by brand equity growth among Gen Z adults (ages […]
Article • 4 min Read
Hard Seltzer Wars
Consumption of alcohol has increased during the pandemic, and most Americans who drink plan to hold to their current consumption levels after the final COVID-19 restrictions have been lifted. And with the vaccine rollout in full swing, many Americans will soon return to light/limited socialization. As part of QuestBrand’s research into the trends and brands […]
