quantilope's Better Brand Health Tracking study for the body wash category has completed its fourth wave, marking nearly a year of insights.
Better Brand Health Tracking
Better Brand Health Tracking (BBHT) stems from Professor Jenni Romaniuk's work at the Ehrenberg-Bass Institute for Marketing Science. The approach is built around Category Entry Points (why, when, and where consumers think about shopping in your category), Mental Availability metrics (which brands come to mind in those buying scenarios), and Mental Advantage analysis (which brands perform better or worse than expected), leaving brands with actionable takeaways beyond standard tracking funnel metrics.
BBHT studies are designed for a category as a whole, analyzed for category buyers, and reported on at the brand level. In this study's case, we designed the study for the body wash category, analyze for body wash buyers (consumers who have bought body wash in the past 6 months), and report on our focal brand - Native. The quarterly study captures n=600 US respondents each wave, now with a total of 2,400 respondents after four waves of fielding.
Room for growth for Native's Category Entry Points
After four waves, spanning from May 2024 to February 2025, it's clear Native has some room for growth in the US body wash market.
Trailing far behind industry giants like Dove, Olay, and Dial for Mental Availability metrics, Native needs to refresh Category Entry Point (CEP) related messaging for consumers to think about the brand the next time they shop for body wash.
Currently, Native has no Mental Advantages within the body wash category (as Dove does for 'for my skin to feel soft' or how Dial does for 'for the whole family'). There are however several 'open opportunities' in the body wash category where no other brand currently has an advantage for key CEPs - such as 'To feel fresh', 'to take care of myself' or 'to feel comfortable'. Native could even build a campaign around using their product 'during my morning routing' - another CEP for which no other body wash brand currently has an advantage.
Building and broadening CEP associations is how a brand grows. In other words, brands that come to mind in certain buying scenarios are ultimately the ones that get bought.
To learn more about untapped areas for growth in the body wash market, access the complete dashboard below!
