America’s Favorite Brands: Shoes, Cleaning Products and More

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When you’re making decisions about how to spend your hard-earned money, does brand loyalty come into play?

Money expert Clark Howard loves a bargain, so he is loyal to very few brands — choosing instead to buy whatever product he can get the best deal on — but that is not the case for everyone.

A new survey from the American Customer Satisfaction Index (ACSI) offers some insight into which labels U.S. residents think most favorably of.

Adidas, Procter & Gamble, Hershey Are Among America’s Most Beloved Brands

The study gauges Americans’ opinions on various “nondurable” products. A nondurable product is defined as one that is meant to be consumed immediately or is not intended to last for a long time.

In this case, the products surveyed were food, soft drinks, beer, personal care and cleaning items, apparel, and athletic shoes.

ACSI conducted interviews with more than 5,000 people who were randomly selected and asked them about their experiences with recently purchased products in these categories.

In some cases “All Others” — which would be brands that have a lower market share — came out on top. Here are the best-rated named brands in each product group:

Top Performing Brands in the ACSI Nondurable Products Report 2018-2019


Highest-rated Name Brand(s)

Runner Up

Runner Up

Food Tie: All Others, Hershey, Quaker (PepsiCo) Dole General Mills
Soft Drinks Tie: All Others, Keurig Dr. Pepper, PepsiCo Coca-Cola
Beer All Others Anheuser-Busch InBev Molson Coors
Personal Care & Cleaning Items All Others Procter & Gamble Clorox
Apparel Premier Brands Group (Nine West) Hanesbrands VF
Athletic Shoes Adidas Nike All Others

Overall, it appears Americans really love their beer. That’s the product category that had the highest overall rating at 84 out of 100 points. The ratings reflect customer expectations, perceptions of quality and perceptions of value.

Personal care & cleaning products also fared with, with an overall score of 83, followed by food manufacturing and soft drinks. Those categories both scored an 82.

Apparel was the lowest-rated category in this particular survey, with a score of 77, but that puts it still far ahead of the subscription television and internet service providers categories, which both scored 62 in a different poll.


This survey was conducted between October 8, 2018, and September 14, 2019. According to ACSI, companies with higher ratings tend to have stronger earnings and better performing stocks than their competitors.

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