In this syndicated study, explore the body wash category using Better Brand Health Tracking's Mental Availability and Mental Advantage analyses.
quantilope's Better Brand Health Tracking (BBHT) approach leverages analyses from Jenni Romaniuk's Better Brand Health. These analyses, known as Mental Availability analysis and Mental Advantage analysis, inform brands of how they're performing in their category, and where they are performing better or worse than expected (respectively).
This study runs once per quarter, with May '24 marking the first wave of the tracker. As with any BBHT study, you'll design for the category (in this case, capturing responses around 12 major body wash brands), analyze for the buyer (consumers who have purchased body wash in the past 6 months), and report for the brand (for this study, we chose Native as our brand of focus).
As of May '24, Dove is a clear market leader in the body wash category - though there are plenty of opportunities for other, smaller brands like Native to grow. Native doesn't show any Mental Advantages (or Mental Disadvantages) for Category Entry Points (CEPs), though it does have some strong advantages for Brand Associations related to ingredients (being all-natural and sustainable). Native should defend its advantage for these associations, while also building up attributions for CEPs and associations where no other competitor currently has one; perhaps 'To feel fresh' which is the top CEP overall, yet no brand measured in this BBHT study currently has the Mental Advantage for it (or even comes close).
To learn more about quantilope’s Better Brand Health Tracking approach, and to dig deeper into Native's Mental Advantages and other key metrics (including those of competitors like Dove, Nivea, Axe, and Old Spice) access our BBHT body wash dashboard below!
