Consumer Goods

The category has an average Brand Intimacy Quotient of 28.8. Household staples are woven into daily routines without asking for much emotional investment, which likely keeps the category’s scores modest despite steady, repeat use, below the cross-industry average of 29.4.

Fulfillment is the dominant archetype, and the category ranks first in the study for fulfillment. Most users are in the first stage of Brand Intimacy, sharing.

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