The beauty and personal care market may be a booming category, but brand loyalty is anything but consistent across product types. The latest findings from market research firm Morning Consult, which surveyed approximately 2,200 Americans, reveals consumers’ level of brand loyalty for several categories of personal care consumer packaged goods.
An analysis of Morning Consult’s research by online marketplace OnBuy.com finds that deodorant is the personal care product that commands the most brand loyalty (46%), followed by toothpaste, with 41% of respondents saying they only buy a specific toothpaste brand.
In third position, 33% of consumers state that they have a brand preference when it comes to purchasing shampoo. Slightly below, 29% have allegiance to a given shaving razor make. Equally, 29% buy a set mouthwash brand.
Interestingly, given the wide variety of body wash options now available in a majority of retailers, just 24% of Americans are committed to always seeking out a specific body wash brand. Moreover, 22% are equally loyal to a particular brand when it comes to shopping for perfume/cologne, facial wash, and facial moisturizer.
In addition, just 19% of American shoppers are devoted to getting a certain body moisturizer make and only 20% consider a specific brand when it comes to their purchasing intentions for shaving cream.
OnBuy.com also sought to understand the factors which most influence Americans to be loyal to a particular personal care brand.
The company found that American consumers will be most loyal to a personal care brand if they feel their products are well made (65%). Subsequently, 46% are motivated to repeatedly buy certain personal care brand because they know from experience the products last them a long time.
Focusing on cost, 36% of shoppers are committed to purchasing a set personal care brand as they view their product offering as well-priced. While 32% demonstrate loyalty, due to them believing a brand’s personal care product range is inexpensive.
In contrast, only 15% are dedicated to buying a specific personal care brand due to the positive interactions they have had with their customer service. Just above, 22% of shoppers like to buy a particular personal care brand as a direct consequence of them being aware that their products cause no harm to the environment.
Cas Paton, managing director of OnBuy.com, comments: “American consumers highly value personal care products and when they think a brand is satisfying their needs, they are likely to be a loyal consumer. Although this loyalty does vary depending on which category a personal care product falls under—deodorant, toothpaste, and shampoo brands are the notable winners. The key takeaway for personal care brands is that consumers appreciate quality and when they delivery on this, that’s when they can truly establish a favorable reputation and gain a loyal customer base.”