New consumer habits

With the pandemic, the consumer changed their habits and, of course, their shopping basket. In Bayer's Consumer Health division of non-prescription products, there was growth in some categories and brands.
"We had a significant increase in demand for Redoxon products motivated by the arrival of Covid-19 in Brazil. There was a 3-fold growth in sales volume compared to 2019, which made us review our entire schedule and strategies for the brand, which typically experiences this increase in the season between late fall and early winter. Bepantol Derma, in the hydration item, also grew due to the intensified use of alcohol gel, which ends up drying a lot of hands. We also saw an increase in sales of Aspirin C, Supradyn and Protovit," says Sydney Rebello, general manager of Bayer Consumer Health, exclusively for Giro News.
For the executive, the consumer will be increasingly concerned with strengthening the immune system and preventing diseases.
-Changes in Communication
Bayer also invests in understanding consumer behavior, mapping opportunities, and knowing where that audience is most open to listening to the company's messages. "We have made great investments in our trade to understand the shopper's journey to the point of sale and optimize our strategies. We will continue to invest in brand communication making it easier to navigate the shopper in the POS so that they can have as easy as possible both to find and to understand our products. In addition, there are investments in the categories in which we have more skills to win in our market. Today the main ones are dermatological, analgesic and nutritional, for example", says Rebello.
-News for 2021
In 2020, due to the new scenario, the company did not have product launches for the segment, but predicts news. "For 2021, we have a robust pipeline of innovations in the dermocosmetics category, which should reach the market in the first half of the year.
Here in Brazil, currently, there are 35 products among the categories of analgesics, anti-inflammatory drugs, anti-allergic, dermatological, gynecological and vitamins."