- Posted by: Janick Pettit
- Categories: Beauty & Personal Care, Kenya, Online Panels, SagaCube
Oral care in Kenya
Combining the massive amount of data we collect every day from our pan-African panel members, we are able to profile brand consumers in Africa in great detail. Today we look into the competitive sector of oral care and the toothpaste user in Kenya. More specifically we dive into the behaviour of consumers using Colgate, the leading toothpaste brand in Kenya.
Read more about this: Top 5 toothpaste brands in Kenya
Toothpaste user behaviour in Kenya
Brand managers usually have a good sense of who their target consumers are. They can tell you which demographic they come from, where they live, etc. However, how well do they know their consumers in terms of attitudes and behaviours? How do their consumers compare with the non-consumers, with consumers of the category, or of competitor brands, etc? What sets them apart? This can be slightly trickier to identify, yet it is incredibly powerful because it can truly bring consumers to life.
Leveraging the Brand Health Tracker survey SagaBrand, the consumption tool SagaCube and our online panel capabilities, Sagaci Research is able to draw the pen portrait of African consumers around relevant topics, going beyond pure demographics. Read on to find out how this can be applied to the example of the Colgate user in Kenya.
Profile of the Colgate user in Kenya
To draw a relevant profile of consumers of a specific category or brand, we look at the statistical difference between their profile vs. the profile of a control group. This is what we call the ‘differentiation score’. In the case of Colgate users, we compare against the data of the category, meaning all oral care users in Kenya. For consumers of a product, we would check against the profile of the overall population.
Looking at the profile of the Colgate user in Kenya, we can see some interesting features emerging. Indeed, when compared with the oral care users, they are much more likely to belong to the 26-55 age groups and to have gone to the dentist in the last 6 to 12 months.
“Colgate users have gone to the dentist in the last 6 to 12 months more often than all oral care users.”
They also brush their teeth more in order to protect their teeth from cavities than oral care users. Conversely, those who brush their teeth, regardless of the brand they use, tend to do it more for non-health related criteria such as having fresh breath and white teeth. Colgate users are also more interested in using beauty products made from natural ingredients or plant extracts compared with the control group of oral care users.
Going beyond these demographics is where things take a new dimension. What are their dietary habits? What are their actual motivations to brush their teeth? How careful are they with their health? We can theoretically profile them against any topic or behaviour.
On a related topic, read this Who is the Yogurt consumer in Nigeria?
Profiling brand consumers in Africa
What would you like to know about the consumers of your brand? Who is their favorite artist or role model? How health conscious are they? What is their favorite sport? How concerned are they about the environment? How influenced are they by social media? While the options are endless, a few well defined criteria could significantly help you bring your consumers to life and guide your marketing and communication strategies.
Online market research in Kenya
At Sagaci Research, we specialize in providing a range of custom and off-the-shelf research tools for the African continent. Our SagaCube tracker covers the consumption habits in Africa and all the equipment related topics. It provides a solid and consistent source of key metrics. The Brand Health Tracker tool SagaBrand monitors 16 essential KPIs for over 2,000 brands across dozens of countries in Africa.
This is made possible thanks to our large online research panels across Africa, including our online panel in Kenya. They allow us to capture consumer feedback very quickly on a large variety of topics and brands.
Finally, if you would like to know more about online market research in Kenya in Africa, please send an email to firstname.lastname@example.org or click below.
Comparison between the two groups (Colgate users vs. oral care users as Control Group) is done based on the Differentiation Score. It is a measure of statistical difference, the higher (or lower), the higher the difference vs. the Control Group
Base: Adult population above 18, representative sample N = 153 for Colgate users / N = 984 for oral care users (Control Group)
Photo credit: @Colgate Kenya