BRAND
STORY
Even when major brands declined in their CRPs due to inflation and the out-of-home market was struggling to recover from the pandemic, Pulmuone increased its CRP and maintained its position as a top 10 food brand.
Local consumers have shown heightened interest in their overall wellbeing during the pandemic, both in health supplements and food. The synergy between the brand’s healthy image and consumers’ recent involvement in personal health appears to be a driving force behind Pulmuone’s success.
The biggest driver of brand growth was increased use of ecommerce. With the restrictions on outdoor activities during the pandemic and the increasing number of people shopping online for home delivery, ecommerce has become an indispensable, “must have” channel. Pulmuone has used the channel to drive consumption and this has been an important contributor to the brand’s growth.
Both Ecommerce, which is growing rapidly in the food market, and Pulmuone’s positive brand image are expected to play an integral role in the food company’s future growth.
CRPs, prices and basket size have all been on the rise in non-food. Adapting to the 2022 market conditions, Pigeon achieved positive results in the fabric softener and liquid detergent sector, with double-digit growth in CRPs.
Pigeon got good results from showcasing affordable products in the local laundry detergent market which was under pressure from inflation. Given the amount of time consumers spent at home during the pandemic, Pigeon attracted consumers through emphasizing “indoor drying and odour removal.”
Pigeon’s got positive results in offline channels, but their online performance was even better with CRP increasing across all channels.
Considering the impact of inflation, increasing consumer touch points through differentiated product concepts and mid-to-low pricing will be key to maintaining stable growth in the market.
