Big Brands Clean Up in New Product Trials

When it comes to cleaning, consumers tend to stick with brands they know, according to findings of a consumer survey conducted by Market Force Information, a Boullder, CO-based provider of customer intelligence solutions.

Market Force’s study—which looked at several categores including cleaning products, beverages, snacks, coffees/teas and health/beauty products—found that consumers were slightly less likely to try a new cleaning product than snacks, coffee or beverages.

In the study, 29% of consumers reported that they bought a new brand of cleaner in the past 30 days. When they did try a new cleaning product, long-standing brands won out; Reckitt Benckiser’s Lysol was mentioned most frequently, followed closely by Procter & Gamble’s Swiffer, and Clorox, with 29, 28 and 27 mentions, respectively.

The findings stem from a new brand trial survey conducted last month among Market Forces’ network of independent mystery shoppers and merchandisers. For the survey, 6,000 consumers responded to a series of questions designed to shed light on which brands drove the most new product trials and why. Respondents ranged in age from 19–72 years old and reflected a broad spectrum of income levels, with approximately half reporting incomes of more than $50,000 a year. Approximately 75% were women. Half had children at home.

Market Force noted that advertising played a stronger role in driving new cleaning product trials than it did in the other categories surveyed, although it was mentioned explicitly in just 11% of consumer responses in the cleaning products category. While advertising was not reported as the primary reason for new product trials, it clearly helps build brand awareness, making consumers more likely to try a new offering from a familiar brand, according to the company.