Yakult Leads Fermented Milk Ranking for Fifth Year

Yakult retained the leading position in the fermented-milk category at the 11th edition of Brazil’s MESC Awards. The company took part in the awards for a seventh consecutive year and was also listed among the 100 companies receiving the strongest consumer evaluations.

The MESC methodology requires participating companies to reach a minimum sample size corresponding to 98% statistical confidence and to achieve an average Customer Satisfaction Index score above 80%. Companies are ranked by their resulting averages in descending order.

This year’s assessment included 2,310 mystery-shopper interactions across customer-service channels, including call centres. The interactions were examined across 22 behavioural dimensions. Consumer research accounted for 80% of the final score, while audits made up the remaining 20%.

The survey drew on users who had voluntarily been selected to assess products and services they had consumed during the previous 12 months. Contacts were made through Google Opinion, the MESC360 platform and partnerships with major e-commerce portals. The questionnaire contained 12 questions covering value, service and execution; two open-ended questions added qualitative feedback about consumers’ views of the brands.

The MESC framework also incorporates assessment practices and indicators including NPS, C-SAT, CES, Share of Wallet, ACSI, BCSI and ISO guidelines. Yakult Brazil president Atsushi Nemoto described the company’s continued category leadership as a source of pride and responsibility, and highlighted the importance the company places on consumer assessments.

The awards ceremony took place on September 1 at Teatro Frei Caneca in São Paulo. Yakult was represented by commercial executive director Kenji Ozawa, deputy commercial director Magali Aparecida dos Santos and consumer-service department manager Anete Lumi Seki.