Tapping into white spaces is
In fact, making the most of underleveraged opportunities has made UI one of
"We work with brands on two levels - by growing core brands in white spaces and by scaling small/niche brands in more markets," explains
And although UI applies this approach across all of
Why is the
Because the range supports the basic hygiene and health needs of consumers from the top to the bottom of the income pyramid, it is imperative to grow penetration in more consumer segments, hard-to-reach markets and unconventional channels.How UI has the edge
To thrive in today's fragmented world, you need multiple models to co-exist in market at the same time.
Personal Care now accounts for over a third of UI's business, with brands like Pears, Brut,
And with the current rapidly changing market conditions well-aligned with UI's agile business model, this growth is set to continue.
"Every aspect of today's FMCG environment is fragmenting, from channels to consumer base to consumption moments," says Aseem. "To thrive in today's fragmented world, you need multiple models to co-exist in market at the same time."
Here are three examples of how UI and Unilever Personal Care have the edge in three underserved markets.
1 The market edge
There are currently over 80 markets that
Today, the opportunity in this segment is worth half a billion dollars.
Although difficult to access due to a lack of supply-chain infrastructure, countries like
"A great proof point is
This same success can be seen replicated in
"We are even reaching out to the most difficult geographies like
2 The consumer edge
With the expatriate population standing at 281 million and growing, the diaspora can be seen as one of the largest underserved consumer groups in the world.
But UI is fixing that.
As experts in product compliance and cross-border shipping, UI partners with exporters and distributors to get brands usually only available in home markets to loyal consumers wherever they are living.
Hamam, for example, is a much-loved and trusted soap brand in
3 The travel edge
The travel sector is UI's newest PC venture. Launched in 2019, it has seen high double-digit growth thanks to three principal vectors:
Hotels where Dove amenities such soap, bodywash, hand wash, and shampoo and conditioner are provided for consumers in large, environmentally friendly, refillable bottles.
Airlines where Signal and Pepsodent toothpastes and toothbrushes are provided as part of in-flight care pouches.
Government institutions where products such as Lifebuoy sanitisers have continued to be popular even post-pandemic.
Beyond generating significant sales for the business, placing Unilever brands within the travel environment provides millions of touchpoint opportunities where consumers can try products they may not be familiar with.
"Such partnerships also help
What's next?
Tapping into these white spaces and serving the underserved is what UI do best and together we will continue our strong partnership to ensure we can deliver our much-loved brands to consumers all around the world.
So what is next on the agenda for this powerful partnership?
"We are confident that we can take the legacy that we have built over the last decade into the future," says Aseem.
"Through an even more focused strategy, agility, innovation, a highly committed team, strengthened governance and most importantly a strong partnership with
.
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