Shifting Consumer Preferences in Home Care

Consumer preferences are changing rapidly with product ingredients playing a pivotal role in purchase decisions for household goods. But just how rapid is this change? In 2016, only 39% of consumers would swap a regular brand for one with more accessible, in-depth product ingredients; in 2018, that figure jumped to 74%, according to Gartner L2’s Digital IQ Index: Home Care US 2019. 

According to GartnerL2, an ever-changing digital marketing landscape presents many opportunities on which brands should capitalize. From targeted paid media across social platforms to mass awareness channels like display advertising, brand building has become increasingly sophisticated in the digital age. Brand websites are also key for driving brand awareness, particularly as consumers reveal their explicit intentions through their Google search queries, according to the firm.

In addition, as consumer needs are increasingly reflected in more nuanced searches, brands must tailor site content to search behavior to boost visibility, especially for trending topics like ingredient transparency. While independently owned brands have readily available ingredient information on their product pages, enterprise brands in GartnerLs’2 Digital IQ Index: Home Care 2019 are still catching up, both in their adoption rate and how accessible they make this information. Though important, inclusion of ingredients is not the end-all for brand sites; educational content and coupons are also key for certain home care subcategories. Yet only a few brands capitalize on the opportunity, and many still lack the site sophistication to drive consumers down the purchase funnel, according to GartnerL2.

More info: www.l2inc.com