The health & hygiene industry has an average Brand Intimacy Quotient of 31.6, below the cross-industry average of 38.1. Olay moves to first place, while Dove dropped from the top to second place. Consumer preference for Pantene has increased, while preference for Ivory and Head & Shoulders has decreased. New entrants Lysol and Purell ranked 4th and 8th, respectively.
The health & hygiene industry ranks eighth this year. Positively, the category has increased its average Quotient Score by 5 percent. Health & hygiene brands perform better with men than women and with consumers older than 35 years old versus those under 35. The category also improved its performance on the "willing to pay 20 percent more" and "can’t live without" measures, which is not surprising given the key roles several brands have played during the pandemic.
During coronavirus, the health & hygiene industry has performed better than the cross-industry average for the identity and ritual archetypes. Regarding the stages, sharing increased by 25 percent since our last study. This suggests more users are beginning to form emotional connections, while bonding and fusing rates have remained the same. However, all stages are below the cross-industry average.
Ritual remains the dominant industry archetype, although it has declined slightly since our previous study. Health & hygiene brands have also increased their percentage of users in some form of intimacy by 20 percent. Olay has become the top brand for both men and women, replacing Colgate for men. Dove is the top brand for millennials.
Comparing the top two health & hygiene brands, Olay and Dove, we see that Olay is stronger across all archetypes. In terms of stages, Olay leads in sharing and fusing, while Dove has a higher bonding score, nearly double that of Olay. More Olay users are also willing to pay 20 percent more for the brand’s products and service compared to Dove.