With protection and prevention essential parts of our daily routine, cleaning and disinfecting products did well. This is how Ayudín became the number 1 brand in Home Care, capitalizing on new habits across its portfolio of bleaches, cleaners and aerosols. The launch of new formats (splash-less bleach, flow-pack towels, larger packs) were key for the brand to remain relevant, as well as an omnichannel effect, by placing the brand in increasingly more shopping channels.
This 70-year-old brand now leads the Food ranking, by adding homes and new shopping trips. Growth has been driven by all the categories in which it participates: oils, mayonnaise, and dressings. Natura is managing to add cross-target homes: strengthening its own high-SEL profile, as well as growing at the base of the pyramid through its strong pricing strategy. The brand, historically strong in the Traditional Channel, knew how to leverage that channel’s development in pandemic times.
Top 3 in penetration growth in Foods, Ledesma benefitted from two distinct strategies. On the one hand, thanks to controlled prices, it managed to grow its basic product, sugar, taking advantage of the momentum that the category had within the home in 2020. On the other hand, using innovation as a lever, it has developed in segments such as sweeteners, light and brown sugar. The result, a cross-target growth from regular sugar, as well as a strong boost with its innovations across higher-income households.
The brand managed to climb four positions in the FMCG ranking, today ranking 6th, and grow 3.4 p.p. in penetration. Pura Vida managed to democratize natural juices for its affordable price and variety of flavours with local fruits. The brand also expanded its portfolio with the launch of Waters and Tetra Pak format for juices.
Margarina Regia growth can be explained by a range of factors caused by the pandemic. The presence of children in the household provided a +45% consumption boost. A rise of +8.7% in penetration came from recipes and ideas for new options for in-home eating. The brand climbed 13 positions in the FMCG ranking, also investing in light proposals that gained +10% in consumption and +23% in replenishment missions.
Home care benefited from the pandemic and, consequently, so did brands like Assolan, manufacturing steel wool and sponges. Rising 8 positions in the FMCG ranking, it is the 7th most chosen brand in its basket. Steel wools had +3 million new buying households, or +6 penetration points, and synthetic sponges added +1.2 million new buying households, with +2 penetration points.
Seara Alimentos advances nine places in the ranking and becomes the 8th most chosen brand by Brazilians, around 244 million times; besides coming in 3rd in Food. Last year alone, it reached +4 million new buyers. Even in a setting of social distancing, it also manages to grow in frequency, + 15.6% vs 2019 in the Super Conventional, Wholesalers and Traditional Retail. It reached more targets across all social classes and ages and enlarged throughout Brazil.
It expanded its portfolio with lines of vegetable and gourmet products lines. At the same time, it invested in advertising with celebrities, co-creating and sponsoring culinary reality shows, and producing a drive-in music festival, streamed online.
Although washing powder brands naturally benefited from the pandemic, the brand’s strategy was to strengthen distribution in most countries in the region, achieving large growth in penetration in Guatemala (+5pp) and Honduras (+9pp). In addition, it invested in marketing for all its variants. Taking advantage of the opportunity presented by COVID-19, a new Antibacterial variant was launched, generating an incremental rise in penetration, thanks to purchases in the Modern Trade. It is the brand with the greatest shift in the FMCG ranking: up 18 positions.
This brand of toilet paper has focused on digital communication, where it demonstrated its ability to supply its products during the pandemic and keep prices affordable. In addition, Nube Blanca has benefited from impulse purchases. It gained +7% buyers in CAM, or 188K new buyers, as well as a +5% increase in the consumption choice, becoming the brand with the highest growth in CRPs and penetration.
Soprole innovated by launching Protein+ in 2018, a yogurt with high milk-protein content, easy to digest, and rich in amino acids. Today, it has achieved a +35% volume growth and +8.4% of the average purchase by creating a full line of dairy products – including semi-skimmed milk, cultured milk, and protein shake.
With its category benefiting from the pandemic, Clorinda successfully differentiated from competitors. It has consolidated in the Home Care Basket with 198 thousand new cross-sectional homes by SEL. In addition, it has enhanced its portfolio of liquid and gel bleach segments, seeking new uses, and increasing brand loyalty.
The female hygiene product brand promoted a new image, with vibrant colours and focused on reaching women from a specific target: the empowered ones, helping it move up seven positions in the Personal Care ranking. Some success factors of Kotex: distribution via the Minimarket channel helped increase consumption, 35-49 year-olds brought a 22% increase in spending, and its “Night-time” version provided +27% spending per trip.
Manufactured by Bimbo, it is a regional brand of industrialized bread. Over the past year, it has grown 21% in spending and 11% in volume with a focus on the Minimarket channel. Mama Ines managed to maintain its consumer base through white bread, and achieve an expansion of its portfolio in these from Toasts. Growth from their core sizes (400-499 g) has not prevented the development of small and affordable formats. As such, it has been able to strengthen its presence mainly in SELs 1, 2 and 3, especially across smaller families and households with young children.
A traditional brand of flours has found success in new consumption occasions, adopting the strategy of an umbrella brand, which can innovate in new consumption segments. Haz de Oros has reached new audiences through easy recipes to make at home, such as pancakes. It recorded a 45% average quarterly growth vs. 2019, and a 40% average growth in household spending, due to innovation in premium segments. It is growing faster across DINKs (double income, no kids) and small families.
The leading brand in the Wheat Flour segment managed to capitalize on the diversification of its portfolio, either in its own segment, with products such as wholemeal or fortified flour, or through innovation. YA managed to generate an umbrella brand, achieving new consumption occasions and reaching new consumers through cake, pancake or pizza baking mixes, and oat flakes.
By gaining +150k new homes and a 12% increase in frequency, Girasol has managed to climb five places in the Food ranking, entering the Top 20 Most Chosen Brands in this basket. Success has come from leveraging in-home experiences; focusing on the premium segment in the Oils category, targeting mainly the middle class, while also offering affordability in margarines with competitive pricing.
This multipurpose detergent is another brand that surfed the wave of the pandemic. Its achievements include increased loyalty in low SELs, taking advantage of the product versatility, and adding high SELs to its buying household base (+2.9 p.p. in total). Roma climbed 11 places in the FMCG ranking and two in the Home Care ranking, helped by the growth of the Modern Trade.
Versatility and a period of opportunity have boosted the tomato puree brand. Helped by pricing activities such as a “More-for-less” promotion, gifts and discounts, plus larger packs without price changes. Households prepared more meals and sought to save time in the kitchen, supporting a 1.3% increase in purchase frequency. Del Fuerte has gained +5.3 p.p. in buyers, with 210-g, 259-g and 1-kg formats – boosting the category – climbing eight places in the FMCG ranking and three in the Food ranking.
The dairy brand has risen one position in the FMCG ranking taking advantage of in-home consumption, with Creams adding shopping trips (+14%) and buyers (+3.3 p.p.). In turn, Liquid Milk took advantage of the increased retail visits to sell greater volume (+7.1%). Alpura has achieved +7.9% in purchase frequency helped by its migration to channels that grew during the pandemic, such as the Modern Trade, and its downward price strategy.
This toilet paper player has had its performance powered by a premium version offering higher performance, gaining 27 penetration points and becoming the Number 1 SKU in Toilet Papers. As such, Paracas has climbed 19 positions in the FMCG ranking.
The pandemic has turned the kitchen into a meeting place, and data show that 54% of all homemakers have learned new dishes. Molitalia gained 57 million interactions, adding approximately 70k households. Faced with greater purchases, it relaunched the 1-kg format and promoted the “Molitalia family” concept with a 500-g twin-pack including noodles and tomato sauce. Finally, it expanded its Flour portfolio to include baking mixes, offering variety and convenience.
