5 Key Insights from Women about Brands and Quality
This month’s insights are all about the topic of buying different brands. We asked women from our trusted panel of women to tell us their views on buying products and what matters to them with respect to quality. Read on to find out more about 5 Key Insights From Women About Brands and Quality and to download our free insights report.
Would you like these types of insights for your business? Use our panels of engaged women and our dedicated private platform to gather critical insights to help influence women to deliver long term profitability. Contact us now to find how we can help.
This month’s Insights report gives feedback from women and insights into their views on grocery brands and perceptions of quality. To gather this, we partnered with Innovate Solutions who carried out an online survey, then ParentsandBrands ran an online focus group with our trusted panel on our private platform.
5 Key Stats on Brands and Quality
A 20 question survey was distributed to a select group of 100 Irish female consumers directly via email. The survey was live for 2 days and generated 82 complete responses.
Key stats for Brands and Quality
- 63% are willing to pay more for certain brands
- 62% say that Taste is the biggest influence on their perception of brand quality
- 35% of people rank ‘Great taste’ as the top most important quality of a food brand
- 88% of parents say the family all eat the same food brands
- 62% have or would consider going to a brand’s website/social to leave a comment about a product
Online Focus Group Insights
An Online Focus Group was carried out on the ParentsandBrands private platform in July 2020 with 30 women from our trusted panel from across Ireland.
Here are some of the key insights and feedback:
Price and Brand Choice
“I’d pay more for certain name brands, i.e. mayonnaise has to be Hellmans and beans has to be Batchelors. For most other things I buy the store’s own brand.”
Brand Perception
“I love trying new brands and products (especially food!). I would consider buying without tasting/trying at the moment and I don’t think that I would take a sample from a supermarket in the current situation.”
Top Qualities
“Taste is definitely top of the list, then I would go for Irish if possible but otherwise it’s down to the ingredients and then value for money. My top 3 qualities would be taste, wholesome ingredients and Irish/local.”
Family Brand Habits
“I buy Glenisk kids yoghurts for the children, it’s an Irish brand and the portion size is just right. I also buy Tesco mini breadstick packets and TUC snack packs for them.”
Feedback on Products
“I would probably review a product if there was an incentive like a competition or free coupon to review the product.”
Key Recommendations for Brands
- Taste tops the list of people’s perceptions of brand quality so ensure you have done your consumer taste tests before launching a product. If a product is underperforming then testing for reformulation may be required.
- With 52% of shoppers saying their children eat the same brands, there is an opportunity still with the healthy snacks category, e.g. a smaller pack size of your product for families or for lunchboxes.
- People will pay more for and remain loyal to key brands once they know and love them, so what opportunities can you create for people to try your product and incentivise repeat purchase.
Download This Month’s Free Insights Report
For more stats and insights into what influences women when it comes to picking the grocery brands they buy, download this month’s free Insights report on 5 Key Insights From Women About Brands and Quality.
In the report you’ll get in-depth survey stats, drill-down insights and recommendations.
Would you like these types of insights for your business? Use our panels of engaged women and our dedicated private platform to gather critical insights to help influence women to deliver long term profitability. Contact us now to find how we can help.
