Nestle led the way in terms of categories. Well-known for its chocolate, the company was found in 17 categories and, as ACNielsen discovered, has extended into breakfast cereals, baking/cooking aids and water, to name just a few. Even when acquiring other companies, Nestle has been quick to add the corporate umbrella name to the acquired brand.
In the U.S., the article divides great domestic cooks into five categories: Giving Cooks, Healthy Cooks, Innovative Cooks, Methodical Cooks and Competitive Cooks. The University of Illinois conducted the nationwide survey to find "great cooks," finally locating 440 rated as "great" by themselves and by at least one other adult family member. The study then subjected the gourmets to a 12-page battery of personality tests and found nine out of 10 great U.S. cooks could be categorized as one of the five personality types.