May brought the release of our latest AdAge -Harris Poll Gen Z brand tracker. ģ: 20 Brands Attracting Gen Z’s Attention Right Now – AdAge-Harris Poll
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Read our full brand story to see how Tupperware is trying to get back on stable financial footing. Tupperware’s brand equity is higher in older consumers than younger consumers across almost all components of brand equity (+10.5) – familiarity (+18.2), quality (+18.8), and consideration (+17.5). We can see Tupperware’s disconnect with younger consumers in their Harris Brand Platform data.Young consumers ( Gen Z and Millennials) often do not know Tupperware sellers and have been unsure where to purchase the product. It was not until 2019 that Tupperware even launched an ecommerce platform.From its early days, Tupperware has primarily been sold by housewives (self-employed salespeople) at “Tupperware parties.”.While many factors are at play, Tupperware could greatly benefit from attracting more young buyers. In April, Tupperware warned that it was at-risk of going out of business. In March, they announced that their 2022 sales were 18% lower than the year prior. Tupperware has had a difficult start to 2023. Beyond increasing home value, 84% of Millennials say that they enjoy doing home improvement projects.Ģ: Could younger buyers reverse Tupperware’s dip in momentum? – Brand Story.Nine-in-10 ( 88%) Millennials agree that home improvement projects are an effective way to raise the ir home value.More than half ( 56%) of Millennials report that they have either completed or plan to complete a home improvement project in 2023.
Seven-in-10 ( 71%) Gen Z adults say that they actively try to limit the negative impact their home has on the environment.Using Harris Brand Platform data, we rank the leading home care brands by brand equity and growth. Our recent report on the state of the home care and products industry explores consumer sentiment towards green living and home improvement projects. 1: Home Care & Products: An Industry Snapshot
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