Monday, April 09, 2018

Heated economy will stimulate sales of limpez products

The cleaning products industry is optimistic for 2018. Faced with the prospect of resumption of the economy, companies are betting that consumers are more willing to experiment and invest in products that focus on practicality and cost-benefit.
The industry moved R $22 billion last year, according to data from Euromonitor, and should move forward to R $26.6 billion in 2022. "We're pretty excited on the recovery of the brazilian economy," says the Director-General of Limppano, Alex Buccheim. The industry based in Rio de Janeiro grew 18% of sales in the first quarter of this year and the target for the year is an increase of 17% over the R $160 million billed last year.
"This performance is partly available to stimulate sales retail and bring new products to the shelves, but also the presentation of consumer items otherwise, with good price and practical solutions," says.
According to him, over the past two years the consumer has been willing to try other products in addition to the brands that he is already used to buying, which opened opportunities for competitors. "The crisis forced us to rethink products to offer something with optimized use, to deliver a unique solution or the closest to it."
The Limppano hopes to complete in 2019 the third phase of expansion of the manufacturing unit located in Burned, in the Baixada Fluminense, with a total investment of $18 million R.
The Outlook is also positive in assessing the trade head of Reckitt Benckiser – owner of brands such as See and Vanish-Manoela, Loving. For her, the Brazilian has sought more quality after the crisis, which caused the company's marks do not suffer so much in the period. "Brazil cannot lose money, the purchase has to be assertive, so we continue growing in crisis", guarantees.
The companies also undergo a process of reorganization, since raw materials national factories closed their doors and items such as energy costs and labor have also increased. "I believe that any price adjustment is inevitable given this scenario, as well as any impact on the consumer price, even if it doesn't help to have increased sales", designed Buccheim.
Own brands
The crisis also opened way for the own brands in the industry, which should continue gaining space in consumer preference, even with the improved economy. According to Euromonitor, sales of own brand cleaners grew 4.5% last year. "We observe that this segment is growing independently of the economic crisis," said the INN's unique brands Manager Grupo Pão de Açúcar (GPA), Carolina Redivo. "The client seeks a buy smarter, that a quality and competitive price, and this behavior occurs even without crisis," he added.
The Group has in the brand and plans to launch more than Qualitá 100 new cleaning products throughout this year, equivalent to 20 percent of which will be released for all brands of GPA.
Already at Walmart, segment sales grew more than 60 percent last year. "The portfolio of own brands are coming out of basic categories to cater to an audience increasingly large and demanding," says the Director of own brands of Walmart, Alexandra Pulido.
For her, the growth is also due to the recognition of the quality of these products by consumers, but mainly to the price category, which in the case of the company become 15% smaller than those of the reference marks. "Once the consumer experiences and notes the quality, it passes the purchase by the cost benefit."
DCI - 09/04/2018
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