People will never really stop using hygiene products; this is very unlikely. Cleaning products and self care will continue to be an essential part of daily necessities. . During times of COVID, many consumers are concerned about cleanliness, safety, and managing risks. However, how we go about purchasing hygiene products is likely to change from time to time. It is key for marketers to always keep an eye on the emerging trends to be able to give the consumers what they want.
Using the Crowd Activate for Market Research solution we analyzed 512 responses to identify the key consumer trends in the personal hygiene market in UAE for both male and female genders. We used a mix of multiple choice questions and open ended questions to analyze consumer behavior. The sample surveyed were targeted from the consumer facing platform Activate for Social Media Buzz powered by TaskSpotting, a Crowd Analyzer Company. Below are the 3 key findings of our customized survey:
1. Females are the dominant gender
Based on the sample, females by far exceed the number of males purchasing personal hygiene products. Females were over 90% of the responses, while males were at only 6%. This comes as no surprise as females tend to prioritize cleanliness. This applied to different age ranges as well. The majority of consumers were between the ages 26 and 48.
2. Facebook is the number one platform
Consumers rely heavily on online reviews to make decisions on what brand to purchase. Every brand ought to pay attention to maintaining a positive reputation among consumers. On a scale 1 to 5, from least important to very important; the average result of how much people rely on reviews to make their decision of purchase was 4 (important). . This applies to both online and in-store purchases.
The platform that consumers use to find those reviews is Facebook at 21%, followed by website reviews at 17% and official website reviews at 16%. Based on this data, brands should focus on posting all their positive reviews where their consumers will easily find them.
WHERE DO YOU MOSTLY CHECK THE REVIEWS WHEN BUYING PERSONAL HYGIENE PRODUCTS?
3. Credit card is the preferred method of payment
It is important to note that the type of shopping did not make a difference when it came to deciding the preferred method of payment. For in-store shopping, most consumers preferred paying by credit card at 38%, while cash came in second at 33%. For online shopping, credit card was also the preferred method at 47%, but cash was the least preferred method at 23%. Taking this into consideration, brands should always have an available card system put in place.
WHAT’S YOUR PREFERRED PAYMENT METHOD WHEN SHOPPING IN THE STORE?
WHAT IS YOUR PREFERRED PAYMENT METHOD WHEN IT COMES TO YOUR ONLINE PURCHASES?
It is common for consumers to pick a brand based on convenience of payment and refund because it is part of the consumer journey. Brands can get positive or negative reviews based on their experience, not only for the quality of the product, but the customer service as well. Over 70% of consumers reported that it was easy to gain a refund in the personal hygiene market, whether in store or online.
DO YOU FIND IT EASY TO GET YOUR MONEY REFUND FROM THE STORE?
DO YOU FIND IT EASY TO GET YOUR MONEY REFUND ONLINE?
In a world where everything is constantly changing at a fast pace, it is important for brands to always stay ahead of the game. There is no better way than asking the customers themselves what is working and what is not; there is no room for guessing. It is always a good idea to ask the right questions that will help you determine your next strategic decision.
Activate for Market Research powered by the Crowd Analyzer provides brands with more control on the type of information they would like to receive depending on their objective. The tool will gather all the responses for you in one place saving you tons of time and effort; you can tailor your own survey based on your needs in addition to choosing the right sample needed for your research.
