Household brands can extend offerings beyond cleaners amid the pandemic, such as those aiding consumer better decision-making and promoting homecare as a wellness activity.
A Market Intelligence Digest, the online publication of the Department of Trade and Industry-Export Marketing Bureau (DTI-EMB), said it is a good start that brands are innovating to kill the coronavirus disease 2019 (Covid-19).
“Yet, there's a broader opportunity to aid consumer decision-making with tools that track the virus at the hyperlocal level and help consumers locate hard-to-find products,” it said, noting maintaining a safe home has evolved from just cleaning.
“Consumers need to understand when it's safe to go shopping. They need to know the risk of letting a plumber into their house, but equally important is insight on when to disinfect and when it's safe to use a favorite natural cleaner,” it added.
The report said homecare brands have an opportunity to become “lifestyle brands” by giving consumers better processes for using their products.
It said consumers are changing their cleaning routines and adopting a triage mindset that dictates how they clean to stay well.
“For the household market, this means that consumers' emotional engagement with these products is growing because the pandemic is turning cleaning brands into lifestyle brands. Brands have a window of opportunity to take a more holistic, multi-category approach to managing germs and protecting the family. This will aid wellness and grow consumer loyalty and trust,” it added.
The Market Intelligence Digest said household brands need to also focus on task-specific homecare as consumers are taking up home-based activities for wellness like cooking, crafting, and exercising.
“Such high involvement activities suggest opportunities for task-specific products that could grow margins as consumers adapt to the 'next normal’,” it said.
Moreover, the report said they can promote homecare as a wellness activity.
Consumers recognize the homecare routine as a way to restore normality achievement in stressful times, it said.
“Wellness apps will incorporate household chores, while cleaning technologies will crossover into wellness. Brands can use their growing importance to more clearly position as mental, community, and planetary health allies,” it added.
Source: PHILEXPORT News and Feature
June 21, 2021
June 21, 2021
