This is the second segment in a series of excerpts from Information International’s full studies examining consumption patterns in the fast moving consumer goods industry. Attitudinal and behavioral findings across relevant consumer segments include new product users, core users and non-users, conversion and retention of consumer segments, product usage, sources of influence and brand loyalty. The study was generated from a representative sample of 200 households throughout Beirut, polling women as the primary purchasing decision makers.

Clothing detergents

The study revealed a high level of allegiance in this mature FMCG market, with close to 83% of buyers loyal to a single brand, as shown in Graph 1. Evidence was found that the erosion in loyalty fell off after the first year, which indicates that the majority of buyers tend to stay with the brand for several years. This durability of purchase patterns was not applicable to about 17% of those polled, who were found to buy on promotion across categories, or were more deal-prone.

From the top five brands shown in Graph 2, Persil and Ariel maintained the highest retention in their existing customer base, as well as in recruiting new buyers. Erosion in loyalty was mostly detected in terms of quality sensitivities, with Persil benefitting the most from those shifting brands for that reason.

Dishwashing detergents

In this market, sole brand loyalty dropped to 74% (See Graph 3), with a more even distribution across the top 5 brands. Whereas Fairy’s market share was detected to be the highest, the brand Yes was found to maintain a stronger customer retention, and the brand Nice appeared to have recruited the highest percentage of new buyers over the last six months.

Conversion factors in this market were again mostly noted as quality sensitivities, followed by price and fragrance. The brand Yes was also found to benefit the most from shifting buyer patterns, when quality was cited as the reason for a switch, followed by Fairy.