Shopper Digest: Not All Shoppers Think the Same

Understanding the key drivers for consumers and addressing their pain points can help brands retain their buyers and prevent them from leaving. In other words, this is how a brand builds a loyal consumer base and differentiates itself from its competition. Staying top-of-mind for consumers when they think of a category is no easy feat.  

Pricing and promotions are often considered the primary reasons why people choose to join or leave a brand. However, research suggests that other factors—many within a brand’s control—can also influence shopper behaviour. Let’s explore a case study on this.  

The diagram below illustrates the key category drivers for an oral care category, highlighting how shoppers relate to those who have stopped purchasing from Brand X. Kantar Worldpanel conducted a study to assess how lapsed buyers perceive the importance of these category drivers.  

The findings confirm that while pricing remains a key consideration, it is not the sole factor driving consumers away. Among those who stopped purchasing, price was a major concern, but other factors also played a significant role—including the availability of the right bristle type, the appropriate head size, and how well the product met their oral care needs. Additionally, we found that availability issues, which prevent consumers from trying or repurchasing the brand, were also a major concern for lapsers. 

Brands that effectively address consumer pain points and offer additional benefits are more likely to stay top-of-mind. A brand’s purpose should not simply be to sell products because competitors are doing so or to enter a market for the sake of competition. Instead, a strong brand should stand out by meeting consumer needs—both practical and psychological—while fostering long-term connections.

Our Analytics' PanelVoice study not only identifies key category drivers but also uncovers specific challenges facing brands—such as why buyers are switching to competitors or choosing more premium brands. These insights allow us to pinpoint the issues that need to be addressed in order to gradually win back lost buyers.  

By combining qualitative insights with purchase data from our panellists, we provide a more comprehensive understanding of the market landscape.  

Source: P9 2024 database, Worldpanel Malaysia