September 7th, 2022, Bhavika Bansal
In a recent YouGov study, we asked consumers across 18 markets about the factors that play the least important role when they buy medicines and beauty products.
Data from the study reveals that from the choices provided, product packaging is the least important factor for one out of five global consumers (20%) when buying medicines - a sentiment seen across all regions except for the UAE (United Arab Emirates), where the number drops to 11% of consumers.
Notably, quality remains one of the least important factors for a third of consumers in the UAE (30%).
While only a little more than one in ten consumers (Europe, 14%; UAE, 16%; APAC, 12%) say that price is not a crucial factor when purchasing medicines, North American consumers feel that cost isn’t important (19%).
Only around one in ten people globally (8%) say that shelf life, expiry dates, durability and disclaimer information, are the least important factor in medicine buying decisions There are some interesting similarities and differences when it comes to factors that least impact buying decisions for beauty products.
Just like with medicines, product packaging remains the least significant when buying beauty products for a fifth of consumers across all regions (Europe, 23%; North America, 19%; APAC, 19%) except UAE (13%).
Similarly, the quality of beauty products is not an essential consideration for almost a quarter of customers in the UAE (24%) compared to less than one in five global consumers (15%).
Unlike in the case of medicines - where only about one-tenth of global consumers (11%) consider the environmental impact to be unimportant – a larger number of global consumers (14%) do so when buying beauty products.
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Get quick survey results from nationally representative or targeted audiences using YouGov RealTime Omnibus
Methodology: YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18 and over in 18 markets with sample sizes varying between 1,130 and 9,250 for each market. All surveys were conducted online in July 2022. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov RealTime Omnibus.