BRAND
STORY
Hygiene has shown an impressive growth over the years, positioning itself as number 1 leader among home care brands. Its strong performance is led by growing penetration and increasing number of shopping trips. While maintaining number 1 brand in home care, Hygiene has moved up one ranking among FMCG from 7th to 6th position.
The key brands in concentrate fabric softener segment faced a challenge with inflation. Hygiene has managed to remain competitive with other brands despite of price increase. This challenging time turned into an opportunity for Hygiene attract more shoppers and sustain growth in both concentrate and regular segments.
Hygiene launched new products and relaunched core variants. Delicious series and Expert Care with additional benefits are key examples. These activities have helped increasing brand recognition and expanding the brand buyer base. While the brand enjoyed success in the fabric softener, it continues to seek for opportunities to expand into other fabric care categories, and liquid fabric detergent is where you can find Hygiene products.
In conclusion, strategic pricing adjustments, relaunches, new product development and expansion to other categories led to Hygiene's impressive growth. All these efforts are necessary for sustainable penetration growth which is the key for Hygiene to become the dominant player in the home care industry.
Mitr Phol ranked only at 7th brand in Food sector and 20th in FMCG. However, to achieve that ranking, it demonstrated an impressive double-digit CRP (Consumer Reach Point) growth in 2022 which was a challenging year for manufactures since Thai shoppers were more selective on what they buy due to inflation and less government subsidies.
To achieve sustainable growth, a brand needs to focus on retaining current shoppers while also gaining new ones. To further expand its consumer base, the brand needs to implement strategies that align with the evolving needs of the market.
To appeal to the changing needs of Thai consumers, Mitr Phol has launched new products and pack sizes with competitive pricing. This strategy has helped the brand to gain more shoppers, particularly in rural areas where budget concerns are more prevalent.
Mitr Phol's remarkable growth in CRP is commendable. To ensure sustainable growth, it needs to focus on retaining its current buyer base while exploring new opportunities for expansion in the market. Mitr Phol showed us that this could be achieved through well-planned product launches and competitive pricing.
With just two years of launch in Thai market, Kuma has shown outstanding performance in all aspects including penetration, shopping trips, and spend per buyer and resulted in a significant jump in its ranking, moving from 88th to 46th in the Health & Beauty sector.
Kuma now owns 18% volume in the facial tissue category, but it is the fastest growing brand by achieving the highest CRP (Consumer Reach Points) growth rate which is by far the most incremental in CRP numbers comparing to all other growing brands in the same category.
Kuma’s strategy on the introduction of affordable product range with good quality met the needs of a wide range of consumers across all demographics and regions. It managed to grow sales in different channels, but it gained the most of its CRP growth at the provision stores.
Since Kuma can attract consumers from the wide range of demographics, we foresee that this growth is only the beginning for Kuma. In addition, the current growth is still considered sustainable because it also drives spending of each buyer, which is highly desirable for many brands. We expect to see further growth and an increase in Kuma's ranking in the coming years.
