According to Kasi Insight’s Retail Demand Index, the overall demand for personal and homecare products experienced a decline of 4 points. This decrease was primarily attributed to a significant drop in the demand for cleaning products, which experienced a drop of 8 points. Additionally, both toothpaste and protective equipment witnessed a decrease in demand, with both categories plummeting by 6 points. Despite the overall downturn in demand for personal and homecare products, there were a few exceptions. The demand for toilet paper showed improvement, increasing by 4 points. On the other hand, the demand for deodorants remained unchanged, maintaining its previous level at 0.15.
It is worth noting that these figures are based on Kasi Insight’s Retail Demand Index, which measures consumer demand for retail category and provides insights on how consumer habits impacted demand for various categories. The index ranges from + 0.25 to -0.25. An index level close to 0.25 means demand is high as more consumers are looking to purchase while an index level close to -0.25 means demand is low.
Millennials driving demand for toilet paper while males driving demand for deodorants
The demand for toilet paper is primarily driven by Millennials, who lead with a score of 0.18. Following closely behind, females rank second in driving the demand for toilet paper, with a score of 0.15. These findings suggest that Millennials and females play a significant role in shaping the demand for toilet paper products.
In contrast, when it comes to deodorants, males take the lead in driving demand with a score of 0.19. Interestingly, Millennials also rank as the second-largest consumer segment driving demand for deodorants, with a score of 0.15. This indicates that males, particularly Millennials, have a considerable influence on the demand for deodorant products.
For personal and homecare brands to win big in the Algerian market, there is need to understand their key consumer segments
Understanding the core consumer segments leading the demand for personal and homecare products provides valuable opportunities for brands in the industry. By tailoring their marketing strategies to target Millennials, females, and males specifically, brands can effectively capture the attention and interest of these consumer groups. This involves customizing messaging, advertising, and promotions to highlight product features that align with their preferences and addressing their specific pain points.
Moreover, armed with knowledge about these consumer segments, brands can focus on product innovation to cater to their unique needs and preferences. For example, they can develop eco-friendly or sustainable options in the toilet paper category to appeal to environmentally conscious Millennials. Deodorant brands can create formulations or scents that resonate with the preferences of males, while also addressing the concerns of Millennials, such as offering long-lasting effects or incorporating natural ingredients.
In addition, brands can leverage consumer segment insights to enhance their communication and engagement strategies. By understanding the specific interests, values, and concerns of these core segments, brands can develop relevant content, social media campaigns, and loyalty programs that resonate with their target audience. Engaging with consumers through personalized experiences and addressing their unique needs can foster brand loyalty and advocacy, ultimately strengthening the brand-consumer relationship.
Contact our team today to explore how our Brand intelligence can empower your decision-making process. Win with confidence with Kasi insights : https://www.kasiinsight.com/thehub
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