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Kraft, Folgers, Olay top baby boomer gals' WOM

MediaPost Publications, 11/18/08

Abstract:

Baby boomer women talk about Kraft more than any other packaged goods food brand, according to results of word-of-mouth research released Tuesday by Rodale's Prevention magazine, in partnership with Keller Fay Group's ongoing TalkTrack study.

JM Smuckers' recently acquired Folgers, meanwhile, is the brand that boomers are more likely to talk about in comparison with younger women.

That's significant, since the study's tracking of a year's worth of online and offline conversations also determined that boomer women have "higher quality" WOM than younger women do--the conversations are more credible, and they are more likely than younger women to pass on what they hear to others, to seek additional information and, most significantly, to actually purchase the products talked about.

In fact, boomer women (ages 43 to 62) had higher purchase intent than younger women (18 to 39) for 14 of the 15 product categories tracked, the only exception coming in Media & Entertainment. The most positive word of mouth from the boomers occurred in Beauty & Personal Care, where they surpassed younger women in all six quality criteria measured — recommendation, credibility, pass-along, additional info-seeking, and purchase intent. The top talked-about brand in the category was Olay, followed by Dove, Avon, Pantene, Suave, Bath & Body Works, Mary Kay, Crest, L'Oreal and Revlon.

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