P&G sets sights on mass market with smaller Ariel sachet

 Francisco Gala
P&G Country Category Leader Francisco Gala. FILE PHOTO | NMG 

Fast-moving-consumer-goods multinational Procter and Gamble on Wednesday unveiled a new-look Ariel laundry detergent and introduced a 30-gramme sachet targeting the informal market.

The move poses stiffer competition for its main rivals — Unilever’s Omo and Kapa Oil's Toss detergent.

The new Ariel sachet will retail at Sh10, which the firm reckons will endear the product to a larger market.

The company now has four products that are below 200 grammes with retail prices of between Sh10 and Sh60 that target the mass market which accounts for 60 per cent of buyers.

P&G Country Category Leader Francisco Gala said the smaller packaging was informed by research that showed demand for competitively priced products by a majority of the market.

“The decisions that we make are informed by research and development. In this case, we have a product that makes washing stress-free for the local market and affordable to the informal market,” said Mr Gala.

The development comes as the firm marks Ariel’s 10th anniversary in Kenya that will be commemorated across the country in a Sh200 million campaign.

Anthony Ng’ang’a, the brand and commercial director in East Africa, said P&G values customer feedback to come up with its products.

“We will continue to meet with women in chamas from all over the country to collect more market intelligence and continue to receive feedback from consumers to inform change and ensure that the needs of our customers are met.’’

Ariel is available in both hand wash and machine wash variants.