The propensity of households toward single brand purchase patterns in the market for milk was detected by this study. 78% of those surveyed were loyal to a sole brand, as shown in Graph 1, with the top four brands in terms of market share illustrated in Graph 2.

The highest proportion of allegiance, or longevity of purchase was found for the Nido brand, according to our sample. This was followed by Tatra, Klim and Dano, with a high average across the top categories for sole brand purchase of over one year.

In terms of attracting new buyers, Nido was again detected to have caught the largest share, while Klim was found to be more successful in this category than Tatra. Regarding usage behavior, the majority of housewives focused on the quality and nutritive factor as the reason for using their product of choice, while price played a secondary role.

In that regard, erosion in loyalty was mostly detected in terms of quality sensitivities with the Nido brand benefiting the most from a brand switch, according to our sample.

Moving on to the market for ‘Turkish’ coffee products, single brand loyalty is not as strong, with 62% of respondents considering themselves loyal to a specific brand (See Graph 3). While the remaining 38% were found to have an unstable loyalty (switching from brand to brand), preference toward buying a brand more than other brands was detected in the proportion of category purchase.

Market share was highest for the Najjar label, with 20.2%, as illustrated in Graph 4. While this brand was also revealed to have the strongest customer retention, The Maatouk brand picked up a greater percentage in the new buyer category.

Consciousness of quality was also the leading factor in usage behavior, while price constituted a mere 7%. Conversion factors are also attributed to quality sensitivities, with the largest percentage shifting to new brands with that concern.

This survey was conducted with a representative sample of 200 households throughout Beirut. The questionnaire was presented to housewives, as households’ primary purchasing decision makers, with fast moving consumer goods (FMCGs) as the focus of the study.

Attitudinal and behavioral findings across relevant consumer segments included new product users, core users and non-users, conversion and retention of consumer segments, product usage, sources of influence and brand loyalty across many retail channels.

The last segment in our series of excerpts from Information International’s full studies will examine the Lebanese market for beverages.