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Last week, I looked at consumer attitudes for health and beauty products. This week, with the help of the Summer 2012 Online Shopper Intelligence survey, I tackle household care products. Consumers spend billions of dollars on household items every year, so understanding consumer opinion is important for marketers. Here are my findings.
Brand awareness for household brands is highest among older consumers
Brand awareness for all brands increases with consumer age. This is good news for marketers—consumers do absorb brand messaging over time. A key take away here is that younger consumers are a crucial segment to target—investing in this segment now can pay dividends for decades. Also interesting to note is that, like with health and beauty brands, brand awareness is significantly higher among females.
Affluent consumers are more loyal to household care brands
When asked if they would try a household care brand they do not typically buy if it were on sale, 1 out of 5 said yes. This is a slightly lower rate than those who indicated they would switch health and beauty brands (28%). It seems consumers are more loyal to their household care brands than they are to their health and beauty brands. Affluent consumers are significantly less likely to switch household care brands. This segment’s lack of price sensitivity is not all together surprising, but it does make them an ideal segment to win over!
Like with health and beauty products, consumers believe private label household products are just as good as their brand name counterparts. Males, however, are significantly more likely to believe store brands are superior to brand names. With men taking on an increasing proportion of household shopping, educating men on the value of their brands is becoming more important than ever.
Household care manufacturers should learn from these findings and adjust their marketing efforts accordingly. Brand building messages should target younger consumers in order to hook them for life. Less affluent consumers should be targeted with coupons and promotions to promote trial. Finally, pitch a value propositions to men in order to differentiate your brand from store brands.
Debra Miller Arbesman is senior associate, retailer and consumer products at Compete, a Kantar Media company that helps brands improve their marketing based on the online behavior of millions of consumers.