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BIS COVID Top Health & Hygiene Rankings

The health & hygiene services industry has an average Brand Intimacy Quotient of 32.4, below the cross-industry average of 38.3. Dove moved into first place, while Olay dropped from first to second place. Consumer preference for Lysol and Scope has increased, but preference for Pantene and Head & Shoulders has declined.

Industry Performance

The health & hygiene industry ranks eighth this year, the same position it held in our last study, and it has further increased its average Quotient Score by 2.5 percent. Health & hygiene brands perform better with women than with men and with consumers older than 35 years versus those under 35. Compared to our 2020 COVID study, more than 40 percent of consumers have an increased positive emotional connection with health & hygiene brands.

Although the industry has faced manufacturing and supply chain challenges related to COVID, Brand Intimacy performance has increased by an average of 6 percent since before the pandemic. Despite the hardships imposed by COVID on people and businesses, this period has actually drawn consumers closer to brands and created stronger emotional relationships.

Archetypes & Stages

Health & hygiene performs better than the cross-industry averages for the identity, ritual, and nostalgia archetypes. The category improved its performance in the most advanced stage of Brand Intimacy, fusing, by 19 percent. This means more consumers were able to coidentify with health & hygiene brands and significantly deepen their emotional connections during the pandemic. Sharing and bonding scores declined slightly since our 2020 study.

Study Average

Key Findings & Trends

Ritual remains the dominant industry archetype and has increased slightly since our previous study. Can’t live without (a measure based on a 10-point scale that determines how essential a brand is to consumers’ lives) has increased during the pandemic by a significant 48 percent, which highlights how consumers are more reliant on health & hygiene services brands. The willingness to pay 20 percent more for heath & hygiene brands’ products and services has increased by 27 percent.

Head-to-Head Comparison

Comparing the top two health & hygiene brands, Olay and Dove, we see that Dove outperforms in ritual and nostalgia, whereas Olay leads in fulfillment, identity, enhancement, and indulgence. Dove also leads across all stages: sharing, bonding, and fusing. Compared to Olay, more Dove users are willing to pay 20 percent more for the brand’s products and services.

Head to Head

* This is a ranked sub-brand. We share its industry performance. Given its similar profile, see parent brand for overall ranking.

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