L2: Amazon shoppers search for products, not brands

199IT original compilation

Consumer loyalty for fast-moving consumer goods has been declining since 2010, with paper products and food storage being the worst offenders. L2 Web IQ shows some trends, with Amazon shoppers more willing to search for non-branded items than brand names.

The biggest difference between brand and product searches was in the toilet paper and tissue categories. For example, tissue searches were 11 times more common than brand searches, showing that consumers have no particular preference for a manufacturer.

The differences were smaller for tissues and air fresheners, suggesting consumers are more loyal to manufacturers in these categories. Kleenex dominated the facial tissue category, while Febreze dominated the air freshener category.

As consumer packaged goods marketers pour billions of dollars into advertising and Amazon uses subscription ads to boost brand loyalty, the survey found that home care brands still have a lot to do to earn consumers’ loyalty.

199IT.com Originally compiled from: L2 Do not reprint without authorization