The arrival of the Coronavirus disease (Covid-19) in our country (Angola) led many consumers to reinforce their hygiene and protection measures.
According to the note that NA had access to this Tuesday, market studies and media monitoring carried out by the company Keyresearch, show that some products are registering a certain appreciation and increase in demand. This is the case of sectors such as Personal Hygiene and Home Hygiene, which are considered key to preventing the spread of the disease.
However, the Ministry of Health recommends basic everyday hygiene measures, such as washing hands with soap and water. For domestic cleaning, it is recommended to use the usual products, giving preference to detergents to disinfect surfaces. In addition to immediate purchases to meet your needs, it is also advisable to purchase and store hygiene products for both household and personal hygiene.
Brands such as Madar, Ultra and Fada are very well positioned to deliver the value that consumers are looking for (health protection). National brands like Allegro, which occupy the alternative or substitute product market, will also see their market share increase as consumers will be able to switch to them, because they are relatively low-priced items in accessible categories.
Keyresearch’s brand positioning study is carried out three times a year and includes a ranking of the 10 most cited brands in 10 categories including Home Hygiene, Personal Hygiene, Table Water (still), Energy Drinks, Beers, Carbonated Drinks, Institutions Banking and Insurance.
The study integrates different study indicators that reflect the positioning of a given brand in different categories.
As has been observed over time, each vacancy is full of its own news, exclusive insights, notoriety, consumption and advertising recall and examples of some of the most efficient communication channels.
For this first wave (February 2020), the positioning study brings something new that has to do with the behavior of Angolan consumers in a crisis situation influenced by the Coronavirus.
Founded in 2005, Keyresearch is one of the oldest market research and media monitoring companies operating in Angola.