Negative consumer 'buzz' over horsemeat scandal starting to wear off

  • Print
  • Share
  • Comments (1)
  • Save

Brands and retailers caught up in the horsemeat scandal can take heart from a new survey for The Grocer showing public hostility towards them is waning.

The Grocer/YouGov BrandIndex survey gauged consumer opinion of 12 UK retailers and brands affected by horsemeat, including Tesco, Ikea, Findus, Birds Eye and Burger King, at three different points - before it broke, at its peak and finally this week.

BrandIndex’s ‘buzz score’ measures the negative and positive comments customers have heard about a brand.

Tesco saw its reputation plummet to one of the lowest scores recorded in February (-52.4), but its crisis management blitz helped it climb to -13.9 this week. The lowest score of all was recorded by Findus on 20 February, but it has since recovered to -28.6. Rival frozen food company Birds Eye’s reputation fell from 6.8 in January to -25.6 on 1 March, but has now bounced back to -5.8.

Morrisons appears to be the only winner from the scandal, which coincided with the launch of its Ant & Dec-fronted marketing push focusing on its meat and fish sourcing. Its buzz score rose to 13.8 this week, compared with 2.8 in January.

Sainsbury’s, which has not had any products test positive for horse, still saw a dip into negative public perception at the height of the crisis but has recovered to 14, although this is some way off its score of 24.3 on 15 January.

“Most brands appear to have bottomed out and now that horsemeat is fading from the headlines we are starting to see a recovery in terms of consumer perception,” said BrandIndex director Sarah Murphy.

Readers' comments (1)

  • Thick Brits will put up with anything!

    The donkeys of Europe are now eating donkey lol

    Unsuitable or offensive? Report this comment

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email groceremails@wrbm.com

Mandatory
Mandatory
Mandatory
Mandatory

Related images

  • Horsemeat scandal: consumer disapproval starting to wear off
  • Print
  • Share
  • Comments (1)
  • Save
Sign in

Newsletter Sign-up

Free

I wish to receive the following newsletters:

For Members

Become a Gold Member to receive these newsletters:

Become a Finance Member to receive these newsletters:

Become a member of The Grocer

DIRECTORY

The+Grocer+Directory

CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

FOLLOW THE GROCER

The Grocer's commentators and opinion makers