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Visualizing Brand Preference: Mayonnaise

Posted on May 10, 2016 by Admin

One benefit of data and applications like SimplyMap is the ability to visualize information. In this week’s report, we’ll take a quick look at some branding preferences in contiguous America using data from the SimmonsLOCAL data set. As a reminder about the dataset, Experian SimmonsLOCAL is a powerful targeting and profiling system that provides insights into consumer behavior for all of America's 210 media markets on a local level with 60,000+ data variables, including over 450 categories and 8,000 specific brands.

With that said, let’s visualize the brand preferences of mayonnaise (we’ll use Hellmann’s, Best Foods and Miracle Whip) across the United States to see if we can identify some obvious trends in preferences relative to geography.

Quick side note: out of curiosity, we decided to run a search for the word “mayonnaise” to see how many related variables exist in SimplyMap. That total? 202! On to our maps:





Miracle Whipmiraclewhip

So what exactly do these three maps tell us? In effect, it allows us to draw three conclusions:

1. Miracle Whip dominates the midwest and deep south, while the northeast and west coasts don’t have a taste for it.
2. The northeast loves their Hellmann’s.
3. West of the rockies is Best Foods mayonnaise territory, which as we understand is actually Helmann’s mayo. Per Wikipedia: The Hellmann's brand is sold in the United States east of the Rocky Mountains, and also in Latin America, Europe, Middle East and Canada. The Best Foods brand is sold in the United States west of the Rocky Mountains, and also in Asia, Australia, and New Zealand. This also explains the extremely divided map shown above.

Think of the potential this data can have for marketers and researchers across the country (8,000+ specific brands!). If you feel your institution can benefit from SimplyMap, feel free to email or call us - we’d be happy to set up webinars at your convenience.