Cookie consumers: Brand traits help offset guilt

While taste is naturally a main reason ASEAN people choose one cookie over another, a friendly brand personality could also be a key differentiator, finds a study by Dentsu SenseAsia. The online study surveyed 500 consumers in all key ASEAN markets, namely Indonesia, Malaysia, Singapore, Philippines, Thailand and Vietnam, covering brand health, psychographics, attitudes and behaviours, and media consumption. According to Euromonitor, the sweet biscuit market across these six countries is valued at US$2.4 billion.

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This research into the consumption of sweet biscuits found that friendliness was the personality trait ASEAN consumers identified with the most in the biscuits they buy and eat most frequently. This was followed by brands that were regarded as ‘cheerful and fun’, and ‘trendy’.

“Sweet biscuits are often regarded as treats, and unhealthy ones at that,” comments Nick Licence, regional strategic planning director for Dentsu Aegis Network Southeast Asia. “Brands that have positive personality traits, such as being friendly and approachable, helps offset the negative perception.” This is good news for marketers, adds Licence, because taste, on the whole, isn’t a particularly differentiating factor. It also doesn’t help much when a consumer is trying to decide between different packages on a shelf.