It is clear to everyone that the pandemic caused a change in the axis of the vast majority, whether in habits or in the way they relate to the world. And advertisers are looking to change this behavior. While some brands have stagnated or even suffered a retraction in sales, others have slacked off due to the moment.
Cleaning products and disinfectants, for example, should appear in the top positions in the ranking of best sellers. The need to keep everything sanitized made consumption soar. João Gandolfi, head of home care marketing and trade at Flora, owner of Minuano, says that he observed a significant change in consumption habits, and this was reflected in the sector’s performance. “With the increase in demand for products with disinfectant properties, the cleaning products industry had to work to meet this demand”, he reveals.
According to him, Monitor data show that sales of these items grew 8.5% in the country in 2020, compared to the previous year. Globally, it is an industry that is expected to remain strong in the coming years, according to Fortune Business Insights’ Home Cleaning Products Market 2021-2028 report. “Brazil should surpass Germany and India, with sales growth of 18% by 2025 when it comes to cleaning products (Euromonitor)”, says Gandolfi, adding: “Here at Flora, we registered – in 2020 – a 15% jump in revenue, compared to 2019, and sales of disinfectants grew by more than 30%”. He says that there are surveys among consumers that indicate that care with hygiene in the home should remain. “Consumers understood that intensifying care, whether for the house, clothes or for themselves, is something beneficial and, therefore, it is here to stay”, he argues.
For him, the cleaning sector will continue on a growth curve. “This medium and long-term vision made Minuano, for example, launch nearly 20 products in the last two years, and a good part of these new products have disinfectant and bactericidal properties, so valued for home care”, he says.
Among the products launched to fight the coronavirus, he claims that the company has invested in aerosol-type disinfectants and in multipurpose antibac, which have proven efficacy against the coronavirus and facilitate cleaning and disinfection of various objects and surfaces. “These products, in addition to facilitating house cleaning routines, also provide perfuming and protection, which means practicality and economy for the consumer. In general, our surveys showed that products that offer multi-benefits will continue to gain space on the shelves and in the shopping basket of consumers”, he says.
In 2020, according to Gandolfi, responding to the demand for items with bactericidal and disinfectant properties, the brand launched eight products focused on cleaning and disinfecting surfaces, with emphasis on the 70 alcohol and antibac multipurpose line, which also have proven efficacy against Covid-19 virus. In 2021, Minuano presented another 12 new products, such as aerosol disinfectants, new volumes for economical packages of powdered soap and detergent with micellar technology, in addition to the relaunch of the dishwasher detergent line.
During the pandemic period, Minuano partnered with Mobly, which, according to the marketing head, is part of the “celebration of our 35 years”. “Demonstrating the effectiveness of Minuano to Mobly consumers, a reference in furniture and decoration, is super important because we are talking about people who are attentive to the decoration and comfort of the home”.
Regarding media strategy, Gandolfi says that it is necessary to use two communication fronts, “when it comes to a category of consumer goods with constant innovation”. “Each medium has its characteristics, but they all converge towards the same purpose, which is to present product features and create an emotional bond with the brand”. He sees effectiveness, for example, in the branded content actions with Eliana, at SBT, “because it’s the way to bring the product to the consumer’s daily life, in a more playful way”.
“We have been with the presenter for two years in a mini-reality Minha Mulher que Manda, in which husbands must perform housework, following the guidance of the women. This year, in addition to continuing with the game-show, Minuano exhibited its products in a new board, in which program participants compete to see who can wash the dishes in the shortest time possible”. Gandolfi also reveals that the brand is on TV and digital platforms with the Minuano, Efficiency que Resolve campaign. For him, social networks are tools for more direct contact with the public.