American Customer Satisfaction Index for beer relatively unchanged from a year ago

acsi logoPress Release:

(Ann Arbor, MI) – Customer satisfaction with four nondurable categories comprised of everyday consumer purchases remains relatively stable, according to a report released today by the American Customer Satisfaction Index (ACSI). Purchasers of beer, soft drinks, cigarettes or personal care & cleaning items are still pleased with their chosen product, with all four industries showing changes in their ACSI scores of 1% or less compared with a year ago. While U.S. sales have slumped for sugary sodas, beer and cigarettes, factors such as high quality and product innovation keep customer satisfaction relatively high and stable for these industries.

Beer makers face shrinking sales as well, with overall consumption down 2% in 2011. The industry’s score slips 1.2% to 81, which is about average for brewers over time. Higher prices and a weak economy prove challenging for major brewers, with the smaller craft and specialty segment continuing to be the bright spot in the market. ACSI results show the aggregation of smaller niche brands holding onto its industry lead for 2012, stable for seventh year at an ACSI score of 83.

This year, the combined U.S. operations of SABMiller and Molson Coors, known as MillerCoors, earns an ACSI score of 81. Last year, Miller did a better job of pleasing customers at 84. The lower score for the MillerCoors joint venture may reflect the higher prices commanded by Coors products. Stable at 81, Anheuser-Busch InBev ties MillerCoors, which leaves both large brewers chasing the small brands for customer satisfaction.

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