Consumers likely to pay 20% more on health & hygiene


June 9, 2019 | By RetailME Bureau

The health & hygiene industry has witnessed a rise in overall emotional connection with consumers this year, rising three ranks from number 11 to 8, out of 15 industries. Consumers are more likely to pay 20% more for health and hygiene products, as indicated by New York-based brand intimacy agency, MBLM’s 2019 Brand Intimacy Report.

According to the report, Nivea ranked number 1 for the first time ever, with Pantene coming in at 2 and Colgate at 3, pushing previous star performers Dove and Gillette much further down the list. Dettol, Vaseline, J&J, Oral B, Dove, L’Oreal and Gillette rounded out the Top 10, in that order.

Among female users, the health & hygiene industry ranked as the 6th most intimate industry and 13th for males, showing a divide in importance of the industry to each gender. Nivea performed particularly well with women and the 35- to 64-year-old demographic, two key demographics for the industry. While Pantene ranked at number 1 for millennials, Vaseline ranked at number 1 for male users. Nivea replaced Dove as the number 1 brand among high-income users.

“On average, brands in this industry create emotional connections with one out of every two of its consumers almost immediately,” said William Shintani, managing partner of MBLM. The report states that 44% of users registered an immediate emotional connection with health & hygiene brands. “This insight suggests brands in the category should find ways to connect quickly with their consumers and continue to focus on building strong bonds,” Shintani added.

Previous Article Next Article

SHARE

YOU MAY ALSO LIKE /


Sunil Kumar, CEO, Spinneys

Starting as a shelf packer in 1994, Sunil Kumar saw his way 

Continue Reading

October 29, 2024 | By RetailME Bureau
Sunil Kumar and Debashish Mukherjee at MRF 2024

What does it take to sustain profitable growth in the post-IPO phase? 

Continue Reading

October 23, 2024 | By Anurima Das

Mahalle began its operations in 2022 as an “Authentic Turkish Grocery in 

Continue Reading

October 7, 2024 | By Anurima Das
Naresh Kumar Bhawnani, Founder & Chairman, West Zone Group

“Retail is a people’s business. When building a retail brand or the 

Continue Reading

October 3, 2024 | By RetailME Bureau
Sunil Kumar, CEO, Spinneys

From being one of the first retailers in Dubai to ban single-use 

Continue Reading

October 1, 2024 | By RetailME Bureau
Walid Shabana, Co-founder & CTO, Rabbit

For starters, Rabbit is a growing e-commerce grocery platform in Egypt always 

Continue Reading

September 30, 2024 | By RetailME Bureau
Arunachalam Palaniappan, CTO, Choithrams

In 2024 grocery retail major Choithrams has achieved several milestones underscoring its 

Continue Reading

September 12, 2024 | By RetailME Bureau
#Topshelftalks session at Food Business Forum 2024

Industry pioneers are embracing a comprehensive strategy that integrates consumer insights, digital 

Continue Reading

July 3, 2024 | By Anurima Das
#EdgeOfTomorrow session at Food Business Forum 2024

The regional grocery retail market is evolving fast keeping pace with constantly 

Continue Reading

July 3, 2024 | By Rupkatha B
#CartToCouch session at Food Business Forum 2024

If anything, the Middle East market is excited about quick commerce – 

Continue Reading

July 2, 2024 | By Rupkatha B
#EcoEchoes session at Food Business Forum 2024

From ethical and local sourcing to adopting cutting-edge technologies to curb food 

Continue Reading

July 2, 2024 | By Rupkatha B
#ByteSizedBreakthroughs session at Food Business Forum 2024

The regional grocery retail market is becoming more and more diverse, offering 

Continue Reading

July 2, 2024 | By Rupkatha B




Download Images RetailME Magazine