Australians ignore Brand names when buying consumer goods

Published: 24 Apr 2025

Author: Precedence Research

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A Deloitte associate SAP Emarsys study reveals that 58% of Australians don’t consider brand names while buying consumer goods. They have conducted surveys of more than 100 senior marketers and 2,000 Australian Consumers at multinational brands in observing the changing attitudes of consumers towards the products. The Customer Engagement Maturity (CEM) scoring leads in ranking Consumer product brands based on their customer engagement strategies. The new research invoked Brain and Company’s findings, pointing towards a major industrial shift in SAP, ERP, and S/4HANA. It is for the consumer product brands to improve and fasten operations and gain peculiar customer engagement in a meaningful manner by breaking down silos. SAP Emarsys defines ‘Engagement Era’ by redefining the need for a robust data foundation across businesses. The development is needed to implement an omnichannel strategy and embrace artificial intelligence AI, as it shows transformational results by transitioning fragmented data into actionable insights. This will ensure long-term relationships, lifetime value, and customer loyalty.

With the formation of Elite group leaders, 15% of brands excel in the new engagement-driven landscape efforts. The ‘Engagement Era’ highly depends on the consideration of a personalized omnichannel strategy approaching the customer lifecycle and reaction to leading brands. Ferrara and Krispy Kreme, the customers of SAP Emarsys, owner of 35+ candy brands, have initiated this strategy.

The lack of optimization of engagement in real-time, where 49% of CP brands admit that they can engage with consumers on the spot, but only 30% of brands have implemented so. The same goes for the Future prediction of consumer behaviour; 84% of CP brands assure the future prediction of consumer behaviour, but among them, only 16% are doing so. 

This is the reason why consumer brands struggle. In Australia, people conflict over the cost of living. To afford so, 60% switched to own-label alternatives impacting to which, 55% of consumers think the quality delivered is more convenient and comparable to the branded ones. 

Example

Krispy Kreme is one of the known global consumer product brands. The brand achieved success in its omnichannel strategy, considering AI importance in scaling customer engagement. The brand gains 53% of improved engagement across channels. This brand partnered with several companies, with an impressive collaboration to make the brand sound exciting and fresh. The recent collaboration between the donut manufacturer and Hershey’s is an accurate example to explain the merged success and increasing demand of consumers. 

Statements

E-Commerce and digital solutions Manager at Krispy Kreme, Carolina Figueiredo, commented on the importance of consumer satisfaction and integration. To achieve effective and essential results and provide a unified experience, the partnership and contribution of digital partners are a must. 
CMO at SAP Emarsys, Sara Richter, said, Aussie consumers are not loyal; they ignore the brand completely. Added, this is like a wake-up call for marketers. It is important to form a strong data foundation, without which it's not possible to deliver a personalized experience and real-time to gain the demand and loyalty of the consumers. Krispy Kreme is an impeccable example of the constant relatable interaction efforts to balance and satisfy both the business goals and winning over customers' trust and hearts.