06.03.15
Americans have endless choices to make on a daily basis and even the simple act of buying staple household products can be overwhelming to those who have yet to establish a routine or build brand loyalties. According to Fiona O’Donnell, category manager, multicultural lifestyles, leisure and travel, Mintel, “In a never-ending quest to buy the ‘best,’ consumers are looking to others’ opinions and experiences via online review sites to validate their choices – and to avoid feeling buyers’ remorse.”
In a new annual report from Mintel, American Lifestyles 2015, data proves that reflecting the routine nature of household care, shoppers are unlikely to seek out or offer opinions before purchasing. Engaging consumers in online conversations, however, represents an opportunity for brands shake up routines and uncover new opportunities for growth.
Shoppers also allocate their beauty and personal care dollars differently depending on appearance-related concerns, while also balancing perceptions of quality versus value. Specifically in the beauty and personal care category, they are overwhelmed with choice—leading them to rely on product reviews, blogs, social media sites, and even regulatory sources.
“Consumers are becoming more self-reliant and informed, reinforcing the importance of brands and retailers that focus on convenience, results and transparency,” said O’Donnell.
More info: www.mintel.com
In a new annual report from Mintel, American Lifestyles 2015, data proves that reflecting the routine nature of household care, shoppers are unlikely to seek out or offer opinions before purchasing. Engaging consumers in online conversations, however, represents an opportunity for brands shake up routines and uncover new opportunities for growth.
Shoppers also allocate their beauty and personal care dollars differently depending on appearance-related concerns, while also balancing perceptions of quality versus value. Specifically in the beauty and personal care category, they are overwhelmed with choice—leading them to rely on product reviews, blogs, social media sites, and even regulatory sources.
“Consumers are becoming more self-reliant and informed, reinforcing the importance of brands and retailers that focus on convenience, results and transparency,” said O’Donnell.
More info: www.mintel.com