Personal hygiene and beauty products come into sight of premium atacarejo

Regarded as one of the preferred destinations of consumers for the purchase of items of basic need, especially during the crisis, the atacarejos open spaces on the shelves for toiletries and beauty with larger packaging brands Premium. According to a study by Nielsen market intelligence company, the products that integrate the health and beauty category jumped 52% in average ticket in the first quarter of 2018 compared with same period last year. "The beauty industry is being the last sector to enter this type of channel. Food, beverages and cleaning traditionally are more dependent on the atacarejo. However, we are seeing the emergence of a few important categories that before were not worked, such as creams for the body ", argued the leader responsible for enterprise search, Margaret Utimura.De according to the survey, through the dissemination of larger packaging – termed as promopacks – products that have registered greater adhesion to the atacarejo template has been shampoo, liquid soap, toothpaste, razor, Nail Polish, sunscreen and deodorant, too. " We're not going to find the same variety of products in this category as in supermarkets, but these formats can be a gateway to the atacarejo. The issue of cash and carry is still very much focused on the cost-benefit, "she said. Sharing the same vision of Margaret, the founding partner of Inteligência360 business advisory, Olegario Aguilar, said that the crisis has made the crisis "brought lessons for consumers" and made the beauty industry be the relationship with cash and carry models, even with restricted portfolio compared to supermarkets. "The atacarejo doesn't solve all the needs of customers ' purchase, fills a need related to economy and cost-benefit analysis," he said, noting that a certain premium brands insertion of personal hygiene and beauty in the gondola business should have financial return in the medium term, with a possible customer loyalty. According to Nielsen, balance within the thread of sunscreen, 72% of the gain line of premium products. Already the promopacks of hair products feature a 32% growth within the atacarejos in the first quarter of 2018 compared with same period in 2017. With that, one of the points highlighted by the survey is the maturity of consumers to purchase products in larger packaging aimed at cost-benefit of more sophisticated segments. Thus, the percentage of participation of promopacks and bigpacks registered 8 percent advance, on the same basis of comparison mentioned earlier. In practice one of the examples of atacarejo that is witnessing the arrival of toiletries and beauty is the Akki Wholesaler, which acts in the metropolitan region of São Paulo. "We see a significant growth in that category of large packs, such as packages of premium diapers with 70 or 80 units, in addition to that also the conditioners 700 ml", argued the Director-General of the wholesaler network, Arthur Raposo. According to the Executive, the more expensive brands and traditional market saw your space decrease in customers ' shopping carts because of reduced purchasing power. With that, secondary marks laid the traditional industries in a race to offer better cost-benefit to the client. "This movement helps to raise our average ticket, currently in R $180," said Fox, noting the fact that the level of competition between industries intensified lately. "These kinds of premium packages of toiletries and beauty grew double digits, compared to 2017. We see, in the medium term, the greater presence of these packages on the shelves, "he added.