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.

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