Redefining our shopping habits
Did this new dynamic change why brands grow?
In our last edition, we explained that 2019 had been a complex year for Latin America.
The pandemic reversed a pattern of declining consumption that had been seen for a few years, thanks to the fact that families spent more time at home, which has driven the growth of items for consumption or use at home.
The change in consumption from out-of-home (OOH) to in-home has benefited a brand that is already valued by Bolivians, helped by more affordable prices for the leading formats in its portfolio. Showing resilience, Nescafé has consolidated its leadership in the consumption of instant coffee, with +10 million points of contact with the consumer. Climbing five positions in the FMCG ranking, it has also achieved a 58% increase in volume per occasion versus the previous year, thanks to its new large-format proposals.
A broad brand strategy helped the mayonnaise brand gain + 24% consumption occasions and move up 6 positions in the FMCG ranking. The 1-kg “More for Less” packages make pantry missions easier. In addition, the brand launched premium flavours such as Chipotle, Verde and Aioli, taking advantage of the in-home consumption. Finally, its new advertising positioning targets younger audiences -– using a mixture of expressions in English.
Taking advantage of more usage occasions, since 8 in 10 households stated they cleaned their house more in the pandemic, the brand gained approximately a quarter of a million new buyers from all SELs with Large Formats (gallons), and the Wholesale channel proved particularly successful. In addition, it invested in innovation by developing a new higher-value segment, with Splash-less Bleach, as well as affordable offers with small packs of wipes for the Traditional Channel.
A strategy of boosting new consumption occasions and different options for product use saw Quaker offer innovative recipes, reinforce traditional distribution, as well as offer more affordable options, with new sizes and price points. In addition, it has emphasized its nutritional benefits during the health emergency, highlighting the vitamins that help the immune system, resulting in greater empathy with shoppers.
Mouthwash has strengthened in a strategic channel, Supermarkets, and in one of the areas most affected by COVID-19 – thanks to a global campaign revealing that rinsing helps prevent Coronavirus. Additionally, Listerine succeeded in leveraging Mouthwash as one of the fastest-growing FMCG categories.
