Market Opportunities in the Hygiene Products Sector Using Online Surveys

Rapid, pandemic-driven demand for hand hygiene products exposed supply gaps and created a narrow window for new entrants to establish a presence in MENA. The client needed statistically valid, locally relevant insight to shape product positioning and assortment, but faced two core obstacles: (1) obtaining a representative sample across culturally diverse markets (avoiding demographic bias) and (2) designing and fielding a culturally sensitive instrument (language/localisation) so results would be valid and actionable. The stakes were high: move too slowly or rely on poor data, and the client would miss immediate demand and a longer-term post‑pandemic opportunity to secure market share in Oman and Qatar.

TGM Research conducted a Usage & Attitude (U&A) study in Qatar and Oman, surveying 200 respondents per market (400 total) aged 18–55 who were familiar with rubbing alcohol products. TGM provided end-to-end research support, including questionnaire development, localization and translation, data collection, data processing, reporting, and presentation. The study was designed to capture consumer perceptions, usage behaviors, and emerging trends within the hygiene products category.

Within one month TGM delivered a robust dataset of 200 completed online surveys in each market (Oman and Qatar). The fielded, localised Usage & Attitude results gave the client a nuanced view of consumer perceptions and behaviours around rubbing alcohols and clear, market-specific implications for product positioning and distribution. The insights enabled the client to make informed decisions, adapt product and go‑to‑market strategies for the MENA hygiene market, and seize near‑term demand while building a post‑pandemic market presence.