Which major candy company has the best corporate reputation? According to a new 2021 Global RepTrak 100, it's Ferrero.
The 2021 Global RepTrak 100 ranks major companies by corporate reputation scores, which are scores from 0-100 that measure how people feel toward a particular company. Ferrero was the only major candy company ranked within the Top 20, coming in at No. 19, with a reputation score of 76.3.
“Reputation scores demonstrate a strong positive relationship with business outcomes, such as people’s willingness to buy, recommend, or trust a company. The companies with the highest reputation scores made the top 100 ranking,” RepTrak explains. “The Global RepTrak 100 showcases how people feel, think, and act toward companies globally.”
The four major candy companies on the list, and where they ranked, included:
Reputation score: 76.3
Reputation score: 74.1
76. The Hershey Co.
Reputation score: 73.4
Reputation score: 73.2
Some other candy industry-related companies on the list, and where they ranked, included:
Reputation scored: 78.1
Reputation score: 73.9
Reputation score: 73.7
78. Costco Wholesale
Reputation scored: 73.4
Reputation score: 73.1
When broken down into 13 categories, the Food and Beverage sector as whole ranked No. 6 among all the sectors, with a reputation score of 73.3. For perspective, Consumer Durables and Apparel came in at No. 1, with a reputation score of 74.9.
The top company overall was Lego, with a reputation score of 80.4.
To determine the 2021 Global RepTrak 100, The RepTrak Company analyzed reputation data for more than 2,000 companies. For consideration, a company had to meet the following criteria:
- Is a corporate brand with global revenue above $2 billion.
- Must achieve a global average familiarity threshold above 20 percent in all 15 countries measured and a familiarity threshold above 20 percent in eight or more of the fifteen countries measured.
- Must reach a qualifying reputation score above the median score (i.e., 67.3 points).
The 2021 Global RepTrak 100 ranking is based on 68,577 respondents collected globally across the 15 largest economies through online surveys. Data for this survey was collected from December 2020 through January 2021.
The full 100 rankings, and a detailed report about the list is available for free on the RepTrak website.