Heinz Seriously Good Mayonnaise versus Hellmann’s Real Mayonnaise Test
Primary consumer research was conducted by an independent Market Research agency, MMR Research Worldwide Ltd. (www.mmr-research.com), across three regions in the UK (Manchester, Birmingham & London), with fieldwork taking place between 13th and 18th June 2018.
A total of n=310 participants (>n=102 per region), all of whom regularly buy the standard variant of mayonnaise for their own consumption, were recruited face-to-face via an interviewer-administered 5-minute pen and paper questionnaire to attend a central location test, where they were asked to assess both Heinz Seriously Good Mayonnaise and Hellmann’s Real Mayonnaise.
The sample composition was 40% male & 60% female, 58% aged 18-44 & 42% aged 45-64, 54% ABC1 & 46% C2DE, with 62% most often buyers of Hellmann’s Real Mayonnaise, 13% most often buyers of Heinz Seriously Good Mayonnaise, and 25% most often buyers of other brands, thereby ensuring a sample that is representative of the spread of mayonnaise brand consumption across the UK.
Participants were served both mayonnaise products with oven chips and asked to try both products in a rotated order of trial in a self-completion survey on a computer screen. The survey results are based on participants' answers to the question, "Of the two mayonnaise products that you have tried, which one was the smoothest?". They were not told which mayonnaise brand they were trying.
In response to the question “Of the two mayonnaise products that you have tried, which one was the smoothest?”, 46% selected the product code for Heinz, 40% selected the product code for Hellmann’s, and 13% selected ‘no difference’. Statistical analysis of these results was carried out to a confidence level of 95% (which is in line with best practice for making statistically significant claims) and substantiates the claim that Heinz Seriously Good Mayonnaise is as smooth as Hellmann's.