“What’s in your purse?”
That’s the question we posed to over 1,000 women in a survey just this week. Their photos and answers afforded a direct look into the brands women use most frequently. Virtually every woman, 98%, reported at least one brand name, packaged good in her purse.
Of course, this revelation begs another question: What CPG brands do women most commonly carry in their handbags?
It’s a question with implications for many companies and their bottom lines.
Field Agent asked 1,028 women to inventory the contents of their purses, looking specifically for name brand, packaged goods. As the photos suggest, we asked participants to take pictures of the outside, inside, and contents of their purses.
According to the inventory, the majority of women (61%) carry between 1-5 name brand, packaged goods in their purses, while another 30% carry 6-10. Only a meager 6% found more than 10 CPG brands in their bag. Notably, we did not include store brands in the inventory.
As you're about to see, a wide range of products were frequently mentioned by women, from chewing gum to cosmetics, feminine hygiene to writing utensils.
Below are the Top 50 CPG brands women carry in their purses.
See Also: "Impulse Goods in the Omnichannel Age" [Free Report]
Several things stand-out in the list above:
In general, the list above is a testament to the impulse purchase. Many goods in the Top 50, including lip balm, chewing gum, writing utensils, tissue, and OTC medications, are often bought on-impulse, that is, without prior planning.
But as more shopping moves online, what does the future look like for impulse goods? Our free report, "Impulse Goods in the Omnichannel Age," considers this very question.
Based on studies with more than 3,000 shoppers, Field Agent's free report, "Impulse Goods in the Omnichannel Age," explores the challenges and opportunities of selling impulse goods to digital shoppers. The report addresses questions like: