63% of Australian main grocery buyers bought Laundry Powder in an average six month period last year, with Omo the clear leader across all age groups, new consumer data from Roy Morgan Research shows.
18% of main grocery buyers aged 35-49 bought Omo in a six-month period, ahead of 12% Cold Power and 10% Radiant.
Surf is the second-most commonly purchased brand among younger main grocery shoppers aged 14 to 34, but its popularity decreases with age. Behind Omo and Cold Power, Radiant is the third most popular brand among all age groups over 35.
Brands of Laundry Powder purchased by age groups:
Source: Roy Morgan Single Source, January 2013 – December 2013, n=18,576 Main Grocery Buyers aged 14+
Angela Smith, Group Account Director - Consumer Products, Roy Morgan Research, says:
“Omo is the most popular laundry powder brand within all age groups, with other brands jostling for second and third (and fourth and fifth) in the highly competitive category.
“Grocery buyers aged under 34 tend to stick to cheaper brands in the market such as Surf, while grocery buyers aged 35+ prefer Cold Power or Radiant.
“Roy Morgan’s ground-breaking new profiling tool, Helix Personas reveals interesting market niches for the competing brands. For example, 30% of the ‘Young and Platinum’ persona bought Omo in an average 6 month period—a rate around 75% higher than the national average. ‘Young and Platinum’ are typically 25-34 year-old well educated, high income earners renting inner city apartments.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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