Improving bath time by understanding consumers through search data

Using online search trends of parents and children around bath time and washing routines, we helped an FMCG client launch new, relevant products for kids.
Senior Digital Capability Manager,Multi-National FMCG Company:“Kantar not only have they helped us understand the search and trend behaviours of children’s bath time routines, they have also unlocked two entirely new products to add to our ever-increasing category portfolio.”


An international FMCG giant needed to gain insight into the behaviours and demands of children and their parents in terms of their bath time products. Children are typically hard to understand in terms of their search and purchase behaviour for various reasons.


Mavens, a Kantar company, used search analysis in the form of a Search Landscape to analyse the real search behaviours of parents and their kids when it came to bath time and washing routines, identifying the key topic areas, product types and search terms.


Using real consumer data we discovered that not only were kids searching for different terms than adults traditionally would have, but also ‘new and innovative’ products that the client hadn’t considered... Who knew ‘Slime Wash’ would be so popular?!


The client developed their product portfolio for kids and launched two new products recommended by Mavens as a result of the Search Landscape analysis. It also triggered the client into developing a more digitised approach to connecting with children via QR codes, which are now found on the kids range packaging.

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