Competitor Strategies in Home Care

Delivery

This report comes in PPT.

Key Findings

A consistent competitive landscape

The leader board ranking remained consistent across home care players despite the impact on volumes due to pricing pressures. Geography and category diversification remained a contributing factor for success. Future opportunities lie in emerging markets and emerging demographic segments.

Premium vs private label: Varied income segments offer varying opportunities

Pressures on costs of living have shaped frugal habits leading to a preference for value-orientated labels that are gaining momentum. In parallel, leading brands are prioritising superiority to support premium pricing. Is private label gaining where brands are pricing out consumers?

Measurable benefit at consumption stage key to promote sustainability adoption

Sustainable features, while desirable among consumers, lose their appeal against the price tag. Brand innovation around solutions that offer visible and measurable benefits can help overcome this hurdle.

Digitalisation democratises distribution

A consumer’s retail journey today is a blend of in-store and online. Access to consumers has become more democratised through digital platforms that benefit from an existing distribution base. While brands are tapping into their channel of choice to drive engagement and sales, retailers are pushing own label sales through their established distribution networks.

Sensorial experiences as a route to wellness and self-care

Positioning scent as a value-add in home care products is going beyond just an attribute offering to a benefit-orientated positioning. Brands are positioning fragrances based on the sensorial experience they offer. Such positioning contributes to product differentiation while addressing consumer need.