Health & Hygiene

With an average Brand Intimacy Quotient Score of 23.8, the category sits below the cross-industry average. Postpandemic normalization may have reduced heightened demand for health & hygiene products, creating challenging comparisons against previous surge periods.

Ritual is the dominant archetype. The category ranks first in the study for ritual. The industry also ranks second overall for fulfillment, following appliances. Most users are in the sharing stage, the first stage of Brand Intimacy.

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