New beginnings call for new brands
Sampler looks at how New Year's resolutions have an effect on shoppers and their buying decisions.
Resolutions are often set with the best intentions. They’re not always easy, but a helpful hand from a brand is happily welcomed by consumers, particularly women who tend to make weight-loss or fitness-related resolutions at the stroke of midnight on Dec. 31.
So says a new survey from Toronto and New York-based product trial company Sampler. The findings from its research on “The Effect of New Year’s Resolutions on Consumer Buying Behaviour” included a pool of more than 1,000 shoppers, mostly females, ranging between age 18 and 71 (of which 86% said they were the primary household shoppers).
Not surprisingly, 86% of the resolutions typically made by the survey respondents are health-related. What’s interesting to note, though, is that 87% of those goal-makers would to more likely to try a product if it helped them stick to and achieve their resolution.
“There is a huge market of consumers that are more inclined to stray away from their normal routines right at the beginning of the year,” the report says, adding that “New Year’s resolutions do have the potential to influence consumer buying patterns, as their thought process has shifted entirely during this period.”
The research looked at resolutions as a way for marketers to speak to consumers, but also at the level of loyalty consumers have for brands in specific CPG categories like personal hygiene, snack and baby products. The responses were split, with almost half of shoppers (54%) saying that they aren’t loyal to one specific baby brand, as they tend to buy from a variety of companies. A larger percentage expressed a lack of brand loyalty for snack brands, with 68% saying that they buy different brands all the time. While only 53% claim to try different personal product brands.
Quality, effectiveness or taste of the product is a motivating factor for 70% of respondents when it comes to choosing, and sticking to, one brand over another. When it comes to buying for their family, they say they’d choose quality (63%) over price (37%).