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Thu 20 Jun 2019 01:36 PM

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Retailers losing battle to connect with UAE customers

Consumer goods industry slumps in latest brand intimacy rankings for the UAE

Retailers losing battle to connect with UAE customers
In the UAE, chocolate firm Patchi leads the industry for brand intimacy.

Retailers are losing the battle to connect with their customers in the UAE as the consumer goods industry slumps in latest brand intimacy rankings.

According to MBLM’s 2019 Brand Intimacy Study, the consumer goods industry ranked 10th out of the 15 industries in a considerable drop from its highest rank of third in 2018.

“The consumer goods category has dropped considerably in this year’s study,” said William Shintani, managing partner of MBLM.

“There continues to be an under leveraged opportunity for brands in this industry to better leverage emotion when building consumer relationships. We would strongly encourage brands in this space to revisit what they are prioritizing and consider tangible ways to create stronger bonds.”

Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. Top intimate brands outperform top brands in the S&P and Fortune 500 indices for revenue and profit.

In the UAE, chocolate firm Patchi leads the industry followed by dairy companies Al Rawabi and Almarai. The top 10 was rounded out by Galaxy, Al Ain, Nido, Kelloggs, London Dairy, Sadia and Americana.

The report showed that the consumer goods industry saw major variances across demographics, resulting in different preferred brands depending on gender, income levels or age.

Patchi ranked highest overall and among high income users, Al Rawabi ranked highest for men, while women were most intimate with milk powder product Nido.

Kelloggs took the top spot with millennials, while Galaxy was the favorite for consumers aged between 35-64.

Other findings for the consumer goods industry were that 35 percent of customers registered an immediate emotional connection with consumer goods brands.

During 2018, MBLM with Praxis Research Partners conducted an online quantitative survey among 6,200 consumers in the US, Mexico and the UAE.

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