Monday 18 October 2021

Unilever expects return of poverty to Europe.

Anglo-Dutch food to detergents group Unilever expects poverty to return to Europe and is adapting its strategy accordingly, European chief Jan Zijderveld told the Financial Times Deutschland on Monday.


Unilever is introducing smaller packaging for its cleaning, detergent and hygiene products which sell at a lower price than in the usual larger packets and containers.
‘If a Spanish shopper has €17 for the shopping, I cannot sell him a detergent that costs half his budget,’ Zijderveld told the paper.
The new strategy is based on one Unilever has been successfully using in Asia where, for instance, they sell individual amounts of shampoo for one wash at 2 or 3 cents. ‘We still make money, but we’ve forgotten how to do this in Europe,’ said Zijderveld.
In Spain, Unilever is already selling smaller packets of detergent with enough content for five washes. And in Greece the company is selling small packs of mayonnaise and apple sauce.
Where food products are concerned, Zijderveld says there is still profit to be made so long as the presentation is attractive. ‘Why does no one sell chicken like Apple sells its products?’ he told the paper.
Is this a smart move? Have your say using the comment box below.

Thank you for donating to DutchNews.nl

The DutchNews.nl team would like to thank all the generous readers who have made a donation in recent weeks. Your financial support has helped us to expand our coverage of the coronavirus crisis into the evenings and weekends and make sure you are kept up to date with the latest developments.

DutchNews.nl has been free for 14 years, but without the financial backing of our readers, we would not be able to provide you with fair and accurate news and features about all things Dutch. Your contributions make this possible.

If you have not yet made a donation, but would like to, you can do so via Ideal, credit card or Paypal.