30
NPS
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Morton Salt
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About Morton Salt's Brand
"Morton Salt makes table and specialty salts, water softening products, and ice melters. " Among its major competitors, Morton Salt is ranked in 1st place for NPS while Cargill is 2nd, and K&S CONSULTING is 3rd.Their current valuation is $229.26M
Brand at a Glance
82%
Customer Loyalty
3.9/5
Product Quality
3.8/5
Pricing
4/5
Customer Service
Morton Salt CMO
Denise Lauer
Denise Lauer serves as the Chief Marketing Officer of Morton Salt. Denise started at Morton Salt in Nov of 2017. Denise currently resides in the Greater Chicago Area.
Morton Salt Ranking
- #1 / 3 of its competitors
Morton Salt NPS
Morton Salt's Net Promoter Score (NPS) is a 30 with 57% Promoters, 16% Passives, and 27% Detractors. Net Promoter Score tracks whether Morton Salt's customers would recommend using the product based on a scale of -100 to 100.
Morton Salt Overall NPS
| 57% | Promoters |
|---|---|
| 16% | Passives |
| 27% | Detractors |
Morton Salt NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Mar 2024 28 | Mar 2024 | 28 |
Apr 2024 30 | Apr 2024 | 30 |
May 2024 29 | May 2024 | 29 |
Jul 2024 33 | Jul 2024 | 33 |
Aug 2024 28 | Aug 2024 | 28 |
Sep 2024 27 | Sep 2024 | 27 |
Oct 2024 29 | Oct 2024 | 29 |
Nov 2024 28 | Nov 2024 | 28 |
Apr 2025 28 | Apr 2025 | 28 |
Nov 2025 30 | Nov 2025 | 30 |
Dec 2025 25 | Dec 2025 | 25 |
Jan 2026 30 | Jan 2026 | 30 |
How Other Brands Compare
Morton Salt is ranked first for NPS among its competitors. Cargill and K&S CONSULTING come in second and third. Among those competitors, it is the most valued company.
Morton Salt |  Cargill |  K&S CONSULTING | |
| Global Ranking | #- | #297 | #- |
| NPS | 30 | 26 | - |
| Social Sentiment Calculated by analyzing social media and other online mentions | - | Neutral | - |
| Valuation Updated every 24 hours for public companies | $229.26M | - | - |
What is NPS
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
Morton Salt NPS by Gender
Female customers rated Morton Salt's NPS 70 points higher than Male customers.
Male
10
Morton Salt's NPS was rated 10 by Male customers on Comparably.
40%
Promoters
30%
Passives
30%
Detractors
Female
80
Morton Salt's NPS was rated 80 by Female customers on Comparably.
80%
Promoters
20%
Passives
0%
Detractors
Morton Salt NPS by Ethnicity
Morton Salt's NPS was rated the highest by Caucasian customers, and the lowest by African American/Black customers.
-100
-50
0
50
100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 40 | Caucasian | 40 |
African American/Black 0 | African American/Black | 0 |
Morton Salt NPS by Age
Morton Salt's NPS was rated the highest by customers ages 36-40, and the lowest by customers ages 18-25.
Morton Salt NPS by Usage
Morton Salt's NPS was rated 28 points by customers who have used Morton Salt's products/services for Over 10 Years.
-100
-50
0
50
100
| Summary | Usage | Score |
|---|---|---|
Over 10 Years 28 | Over 10 Years | 28 |
Morton Salt NPS vs. Competitors
Compared to its competitors, Morton Salt's NPS is rated right above Cargill.
| COMPANY | NPS Score | |
|---|---|---|
| Morton Salt | 30 |
| Cargill | 26 |
Morton Salt Customer Reviews
Out of the 6 Morton Salt customer reviews 5 were positive and 1 was constructive. Morton Salt customer reviews reflect that more than half of the customers have a favorable experience using the products/services of the company.
All Reviews
Positive Reviews
Constructive Reviews
Morton Salt Customer Loyalty
82%
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
82% of Morton Salt users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
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Morton Salt Customer Loyalty Score by Gender
Female customers rated Morton Salt's Customer Loyalty score 27% higher than Male customers.
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Male
73%
Yes
Female
100%
Yes
Morton Salt Customer Loyalty Score by Ethnicity
Morton Salt's Customer Loyalty score was rated the highest by Caucasian customers, and the lowest by African American/Black customers.
% who answered "Yes"
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82
out of 100
Caucasian
55
out of 100
African American/Black
Morton Salt Customer Loyalty Score by Age
Morton Salt's Customer Loyalty score was rated the highest by customers ages 36-40, and the lowest by customers ages 18-25.
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0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
18-25 55% | 18-25 | 55% |
36-40 100% | 36-40 | 100% |
56-60 100% | 56-60 | 100% |
Morton Salt Customer Loyalty Score by Usage
Morton Salt's Customer Loyalty score was rated 84% by customers who have used Morton Salt's products/services for Over 10 Years.
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Morton Salt Customer Loyalty vs. Competitors
Compared to its competitors, Morton Salt's Customer Loyalty score is rated right above Cargill.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
| Morton Salt | 82% |
| Cargill | 81% |
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Morton Salt Product Quality
3.9/5
Morton Salt has an overall Product Quality score of 3.9 out of 5 stars rated by its users and customers.
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Morton Salt Product Information
Morton Salt’s product quality score is a 3.9 out of 5 as rated by its users and customers.
- Website
- www.mortonsalt.com/
- Company Size
- 1,001-5,000 Employees
Industry
Food and Beverages
Quick Insights into Morton Salt Product Quality
Morton Salt's Product Quality score was rated highest by Female customers, and rated lowest by Caucasian customers.
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Ranked Morton Salt Product Quality the Highest
Ranked Morton Salt Product Quality the Lowest
Morton Salt Product Quality Score by Gender
Female customers rated Morton Salt's Product Quality score 0.7 stars higher than Male customers.
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Male
4.1/5
Female
4.8/5
Morton Salt Product Quality Score by Ethnicity
Morton Salt's Product Quality score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.
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0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.7 | Caucasian | 3.7 |
African American/Black 4.7 | African American/Black | 4.7 |
Morton Salt Product Quality Score by Age
Morton Salt's Product Quality score was rated the highest by customers ages 56-60, and the lowest by customers ages 18-25.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 4.1 | 18-25 | 4.1 |
36-40 4.6 | 36-40 | 4.6 |
56-60 4.7 | 56-60 | 4.7 |
Morton Salt Product Quality Score by Usage
Morton Salt's Product Quality score was rated 4.4 stars by customers who have used Morton Salt's products/services for Over 10 Years.
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Morton Salt Product Quality vs. Competitors
Compared to its competitors, Morton Salt's Product Quality score is rated right below Cargill.
| COMPANY | Product Quality Score | |
|---|---|---|
| Cargill | 4/5 |
| Morton Salt | 3.9/5 |
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Morton Salt Pricing
Morton Salt ROI & Value For Money
3.8/5
Morton Salt has a value for money and ROI score of 3.8 out of 5 stars rated by its users and customers.
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Quick Insights into Morton Salt ROI
Morton Salt's ROI score was rated highest by customers ages 56-60, and rated lowest by customers ages 36-40.
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Ranked Morton Salt ROI the Highest
Ranked Morton Salt ROI the Lowest
Morton Salt ROI Score by Gender
Female customers rated Morton Salt's ROI score 0.5 stars higher than Male customers.
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Male
3.9/5
Female
4.4/5
Morton Salt ROI Score by Ethnicity
Morton Salt's ROI score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.
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0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.7 | Caucasian | 3.7 |
African American/Black 4.2 | African American/Black | 4.2 |
Morton Salt ROI Score by Age
Morton Salt's ROI score was rated the highest by customers ages 56-60, and the lowest by customers ages 36-40.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 4.1 | 18-25 | 4.1 |
36-40 3.5 | 36-40 | 3.5 |
56-60 4.9 | 56-60 | 4.9 |
Morton Salt ROI Score by Usage
Morton Salt's ROI score was rated 4.2 stars by customers who have used Morton Salt's products/services for Over 10 Years.
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Morton Salt Pricing vs. Competitors
Compared to its competitors, Morton Salt's ROI score is rated right above Cargill.
| COMPANY | Pricing Score | |
|---|---|---|
| Morton Salt | 3.8/5 |
| Cargill | 3.8/5 |
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Morton Salt Customer Satisfaction (CSAT)
Morton Salt Customer Satisfaction (CSAT) Score
72 / 100
Morton Salt has an overall Customer Satisfaction score of 72 rated by its users and customers.
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Very Satisfied
43%
Satisfied
29%
Neither Satisfied nor Dissatisfied
14%
Dissatisfied
5%
Very Dissatisfied
9%
What is Customer Satisfaction (CSAT) Score
Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Quick Insights into Morton Salt Customer Satisfaction
Morton Salt's Customer Satisfaction score was rated highest by customers ages 36-40, and rated lowest by customers ages 18-25.
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Ranked Morton Salt Customer Satisfaction the Highest
Ranked Morton Salt Customer Satisfaction the Lowest
Morton Salt Customer Satisfaction Score by Gender
Female customers rated Morton Salt's Customer Satisfaction score 20 points higher than Male customers.
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80 / 100
MaleVery Satisfied | 40% | |
|---|---|---|
Satisfied | 40% | |
Neither Satisfied nor Dissatisfied | 0% | |
Dissatisfied | 0% | |
Very Dissatisfied | 20% |
100 / 100
FemaleVery Satisfied | 50% | |
|---|---|---|
Satisfied | 50% | |
Neither Satisfied nor Dissatisfied | 0% | |
Dissatisfied | 0% | |
Very Dissatisfied | 0% |
Morton Salt Customer Satisfaction Score by Ethnicity
CSAT according to Caucasian
Morton Salt's Customer Satisfaction (CSAT) score was rated 80% according to Caucasian users and customers.
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80 / 100
Very Satisfied
20%
Satisfied
60%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
20%
CSAT according to African American/Black
Morton Salt's Customer Satisfaction (CSAT) score was rated 100% according to African American/Black users and customers.
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100 / 100
Very Satisfied
50%
Satisfied
50%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
0%
Morton Salt Customer Satisfaction Score by Age
Morton Salt's Customer Satisfaction score was rated the highest by customers ages 36-40, and the lowest by customers ages 18-25.
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0
20
40
60
80
100
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 67% | |||||||||||||||
| 36-40 | 100% | |||||||||||||||
| 56-60 | 100% |
Morton Salt Customer Satisfaction Score by Usage
Morton Salt's Customer Satisfaction score was rated 91 points by customers who have used Morton Salt's products/services for Over 10 Years.
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Morton Salt Customer Satisfaction vs. Competitors
Compared to its competitors, Morton Salt's Customer Satisfaction score is rated right below Cargill.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
| Cargill | 77% |
| Morton Salt | 72% |
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Morton Salt Customer Service
4/5
Morton Salt has an overall Customer Service score of 4 out of 5 stars rated by its users and customers.
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About Morton Salt's Customer Service
Address
Chicago, IL
Website
www.mortonsalt.com/
Quick Insights into Morton Salt Customer Service
Morton Salt's Customer Service score was rated highest by Female customers, and rated lowest by Male customers.
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Ranked Morton Salt Customer Service the Highest
Ranked Morton Salt Customer Service the Lowest
Morton Salt Customer Service Score by Gender
Female customers rated Morton Salt's Customer Service score 0.7 stars higher than Male customers.
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Male
4/5
Female
4.7/5
Morton Salt Customer Service Score by Ethnicity
Morton Salt's Customer Service score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.
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0
20
40
60
80
100
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 4.1 | Caucasian | 4.1 |
African American/Black 4.4 | African American/Black | 4.4 |
Morton Salt Customer Service Score by Age
Morton Salt's Customer Service score was rated the highest by customers ages 36-40, and the lowest by customers ages 18-25.
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0
20
40
60
80
100
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 4 | 18-25 | 4 |
36-40 4.5 | 36-40 | 4.5 |
56-60 4.5 | 56-60 | 4.5 |
Morton Salt Customer Service Score by Usage
Morton Salt's Customer Service score was rated 4.3 stars by customers who have used Morton Salt's products/services for Over 10 Years.
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Morton Salt Customer Service vs. Competitors
Compared to its competitors, Morton Salt's Customer Service score is rated right above Cargill.
| COMPANY | Customer Service Score | |
|---|---|---|
| Morton Salt | 4/5 |
| Cargill | 3.9/5 |
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Morton Salt as an Employer
3.5/5
Morton Salt has a 3.5/5 stars for its overall company culture rated by their employees
bottom
30%
Consumer vs. Employees
Morton Salt scored a 30 for Net Promoter Score and a -3 for Employee Net Promoter Score. NPS gauges how likely a customer of Morton Salt would recommend the brand to a friend. ENPS measures how likely Morton Salt employees would recommend working at Morton Salt to a friend.
Net Promoter Score
30
NPS Score
| 57% | Promoters |
|---|---|
| 16% | Passive |
| 27% | Detractors |
Employee Net Promoter Score
-3
eNPS Score
| 40% | Promoters |
|---|---|
| 17% | Passive |
| 43% | Detractors |
