Home care saw a rebound in sales in 2018 thanks to several strategies of manufacturers and retailers that have been well accepted by consumers, who are now more confident as a result of the recovering economy. Both traditional brands and private label ranges from major discounters continue to perform well.
Although multifunctional brands have always been an important alternative for consumers looking for versatile and cost-effective options, this group of products was revamped in 2018 in response to the rise in price sensitivity during the economic downturn in 2017. Consumers have turned towards value for money products, especially private label ranges, which have permeated a wide percentage of households of all income levels thanks to the development of discounters.
Despite the growth of discounters, Unilever Andina Colombia continued to lead sales in 2018. The company remains very aggressive and active with regard to marketing strategies.
Cooratiendas, a cooperative chain that agglomerates a significant group of small independent grocers, is launching its own portfolio of home care private label ranges in a bid to compete with discounters and mid and large sized modern retailers. The project highlights current retail trends in this very competitive area, with discounters continuing to expand strongly.
Generalist or multipurpose products took a step forward when major powder detergents manufacturers decided to offer them as a functional and versatile alternative to any cleaning chore at home. Although it is normal for local consumers to use powder and bar detergents for several cleaning chores at home, this is the first time that three major manufacturers are promoting such multipurpose products.
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This industry report originates from Passport, our Home Care market research database.