Emotional Eating: The UAE Loves Its Comfort Food

The heart wants exactly what it wants, and the ordinary UAE consumer wants milk, cheese or chocolate - most likely, all three. The most comprehensive research of brand names based on feelings has disclosed that UAE consumers have solid psychological connections with brand names that consist of the 50-year-old Kuwaiti mega-corporation Americana, three GCC dairy ranches and Patchi, the Lebanese chocolatier.

Overall, an impressive 5 of the leading ten most intimate consumer goods brands in the UAE are local or regional brand names, completing well with global heavyweights Kraft, Nestl and Lays. The Brand Intimacy 2017 Record evaluated responses of 6,000 consumers and 54,000 brand name analyses across 15 sectors in the United States, Mexico and UAE

Together with determining the strength of feelings people have with the brands they make use of, the study likewise goes a little deeper to uncover the attributes of that bond, like if a brand makes an individual feel classic or deeply fulfilled. Called "archetypes", these qualities inform us even more concerning the nature of the links in between brands and customers.

Understandably, the archetype most highly related to this category is "extravagance", implying that the brands provide consumers constant minutes of gratification or pampering. Given the various relationships people have with the food they consume-- whether related to stress, social involvements or cultural events-- "indulgence" comes as not a surprise.

But "identity"? This descriptor might not be one you would certainly place side by side with the milk or snack aisle. An archetype strongly associated with automotive brands, "identification" suggests that a brand name reflects ideas or values that resonate deeply with consumers-- so much so, that the brand name could be a symbolic part of that they are.

" Identity" rates abnormally high in the consumer goods industry, with most of the top 10 having above-industry average ratings, indicating that we could place more personal (and psychological) weight on food brand names than we might assume. Greater brand name intimacy plays out in several methods-- one of the most noteworthy being that brand names with higher intimacy outshine much less intimate brands in both profits and revenue development. The research likewise delves into consumers' desire to pay even more for the brands they are intimate with. It's rewarding to note that Americana and Almarai have above industry averages for customers ready to pay 20% more for their product-- with figures slightly more than huge global brand names Kraft and Nestl.

Leading 10 The majority of Intimate Durable goods Brands in the UAE.
Brand Affection quotient in braces. Local or regional brands are marked (**).
Kraft (47.1).
Nestl (46.9).
Americana (34.9) **.
Almarai (32.4) **.
Patchi (32.3) **.
London Dairy products (31.7).
Al Ain (31.4) **.
Lays (29.5).
Sadia (22.0).
Marmum (19.7) **.