YouGov’s BrandIndex has today (9 June) revealed that Heinz Beanz’s consideration score has fallen by 6% amongst primary household shoppers in recent months, down to 29% from 35%.
The decline in those partly-responsible for shopping and the general public has been less dramatic, registered at 2% (36% to 34%) and 3% (35 to 32%) respectively
Measuring the likelihood of a consumer considering a brand’s products when next purchasing, the consideration score is an apt indicator of the fall in popularity that the US brand has suffered since the start of March.
The polling firm attributes this general to rampant food inflation in the UK, which currently stands at 19.1%, as a key factor in this decline – with many consumers now opting for cheaper, own-brand alternatives.
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Rising discontent Heinz’s high prices has also been reflected in YouGov’s latest figures, with the brand’s value score dropping from 12 to 4 from the beginning of March to the end of May.
Despite its status as a historic market leader, customers have also indicated that they are less than impressed with the quality of its product following a blind taste test in March.
The test found that on average, customers favoured own-brand offerings from Asda, Aldi and Lidl over Heinz, with its quality score falling from 40 to 38 as a result.
