GoDubai
  
  
  
  
Citylife > Press Release
  Home Contact us Add to Favourites
Most Recent Postings
More Press Releses
Featured Sections

Event Finder
A daily roundup of exhibitions, promotions and other events in Dubai and the rest of the Emirates.
Submit an Event
Latest Dubai Press Releases >>

 
  Share
Nivea is the Most Intimate Brand in the industry, while previous leaders Dove and Gillette each drop several rankings
 
DUBAI—9 June 2019—The health & hygiene industry experienced a lift in overall emotional connection with consumers this year, rising three ranks from #11 to #8 out of 15 industries. Additionally, this is the industry consumers are most likely to pay 20% more for, as showcased in the 2019 Brand Intimacy Report. Nivea took #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 round out the Top 10, in that order.
 
Among female users, the health & hygiene industry ranked #6 most intimate industry and only #13 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.
 
Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. Top Intimate Brands outperform top brands in the S&P and Fortune 500 indices for revenue and profit. Consumers are willing to pay price premiums for Intimate Brands and less willing to live without them, according to the 2019 Brand Intimacy Report. MBLM leverages the yearly study to help client brands create, sustain and measure ultimate brand relationships.
 
“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. “ This insight suggests brands in the category should find ways to connect quickly with their consumers and continue to focus on building strong bonds. ” 
 
Other notable findings for the health & hygiene industry include: 
  • 44% of users registered an immediate emotional connection with health & hygiene brands.
  • Pantene is #1 for millennials, maintaining rank from last year.
  • Vaseline is #1 for male users.
  • Nivea replaced Dove as the #1 brand among high-income users.
Methodology: During 2018, MBLM with Praxis Research Partners conducted an online quantitative survey among 6,200 consumers in the U.S. (3,000), Mexico (2,000), and the United Arab Emirates (1,200). Participants were respondents who were screened for age (18 to 64 years of age) and annual household income ($35,000 or more) in the U.S. and socioeconomic levels in Mexico and the UAE (A, B, and C socioeconomic levels). Quotas were established to ensure that the sample mirrored census data for age, gender, income/socioeconomic level, and region. The survey was designed primarily to understand the extent to which consumers have relationships with brands and the strength of those relationships from fairly detached to highly intimate. It is important to note that this research provides more than a mere ranking of brand performance and was specifically designed to provide prescriptive guidance to marketers. We modeled data from over 6,200 interviews and approximately 56,000 brand evaluations to quantify the mechanisms that drive intimacy. Through factor analysis, structural equation modeling, and other sophisticated analytic techniques, the research allows marketers to better understand which levers need to be pulled to build intimacy between their brand and consumers. Thus, marketers will understand not only where their brand falls in the hierarchy of performance but also how to strengthen performance in the future.



Posted by : GoDubai Editorial Team
Viewed 7076 times
Posted on : Sunday, June 9, 2019  
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of GoDubai.com.
Previous Story : Ministry of Health & Prevention Underscores that the Approval of the Executive Regulation of Medical...
Next Story : Long-term visa granted to Dr. Azad Moopen & wife
Email this article Print this article

Share this article with your friends and followers
NewsVine

Comments

Back to Top  
Most Viewed Press Release posted in the last 7 days
Enjoy Smoother Skin with the current obsession from PMD - The Personal Microderm...
A new model for the ladies enriches the Corum AC-One collection with luscious fe...
Energize & Refresh Your Skin With the Foreo Luna 2 for Men
From Dubai Police's floating police station to Etisalat's Lazareth Flying Motorc...
Saint Honore Haussman
The new urban warrior unleashed - Corum injects modernity and athleticism into ...
Hamdan bin Mohammed calls on the city to be ‘In It Together' for the Dubai Fitne...
6 Ways To Wear The Houndstooth Print
One stop shop for classifieds and deals in UAE- QUOODO.com
The Coffee Club in Al Bateen, Abu Dhabi re-opens with a refreshed new look
Marks & Spencer Launches Its New Sleepwear Collection for AW19
Medusa Lock Icon
Choithrams Customer lends her voice to World Food Day in support of The United N...
Heritage village at Global Village offers a glimpse into Emirati traditions
Middle East Retail Forum (MRF) 2019 focused on RetailNEXT
Al Tayer Battles on in China After Aquabike Setback
This visually-impaired Emirati knows no impossible
More than 1,900 beneficiaries at Al Mizhar and Umm Al Sheif Islamic Cultural cen...
OMEGA's new Museum
Expo Centre Sharjah announces winner of 1KG gold
Dubai-Based NRI business leader donates INR 10m to his Alma Mater to setup Innov...
Union Coop Hosts Almarai's Gifting Ceremony For the Second Time
Malabar Gold & Diamonds inaugurates its relocated outlet in Hamdan Street, Abu D...
KOBEYa - The First Japanese and Far Eastern Gluten Free Café opens in the UAE
The Workwear Edit
Dubai Customs inks partnership agreement with Hawkamah Institute for Corporate G...
DAFZA contributes 12% to Dubai's foreign trade in first half of 2019
IFS lays out blueprint for new era of intelligent and autonomous enterprise solutions
Dubai Shopping Malls Group Announces “shop & Win Gold” Promotion for Diwali 2019
Worldsteel Short Range Outlook October 2019
Revving The Engines At Rallylegend 2019 With Eberhard & Co.
The My Perfumes Group receives the Golden Visa
Alno launches new products in UAE in strategic partnership with Diemme kitchen
Al Majid Motors Co. announces 15-day sale with generous discounts on latest Kia ...
Abu Dhabi Airports signs historic Memorandum of Understanding with Beijing Daxin...
Mazoon Dairy inaugurates the first biogas plant in the region
Montegrappa Welcomes Back Hazzaa Al Mansoori and Marks the Historic Occasion by ...
Diwali Feast at Purani Dilli at Four Points by Sheraton, Sheikh Zayed Road
Dubai Refreshment Company Wins First Prizeat the Dubai Green Industrial Award 2019
Middlesex University Dubai Leads The Way Being The 1st University In The UAE To ...
Celebrate Diwali with BurJuman
Baarish 2.0 is back by popular demand for a second run at Bollywood Parks™ Dubai
Commercial Bank of Dubai adopts the Microsoft Cloud to accelerate digitization
The Turtleneck Edit
November Specials at Le Meridien Al Aqah
Hormann introduces faster and more energy efficient fourth generation garage doo...
WCO delegation visits Dubai Customs and views latest practices
EWEC receives six proposals for Fujairah F3 power plant project
ENEC and Rosatom continue cooperation in the peaceful use of nuclear energy
France to introduce new operating models & capabilities at Gulfood Manufacturing 2019