Tupperware: market is optimistic even at risk of bankruptcy – 04/13/2023 – Market

Even with the announcement that Tupperware is at risk of going bankrupt, resellers of the brand in Brazil are optimistic about the sale of traditional pots in the national market. In addition to the change in the business model, optimism is mainly linked to the affection that consumers have with the brand.

This Monday (10), the announcement that the company could close its operation made the shares plummet on the Stock Exchange. The brand’s latest earnings report saw an 18% drop in both worldwide sales and total dealer and distributor sales.

For consultants in leadership positions heard by Sheet, although the alert made by the company is worrying, the national Tupperware market is not being affected by the declaration. Professionals treat the pot conglomerate operation in Brazil as a separate entity from the parent company.

“In the United States, for example, there is a fast food culture, so there is no reason for them to have pots [do tipo Tupperware] at home. Brazil has a culture of cooking, of having leftovers,” said Flávia Maciel, Tupperware consultant leader.

Even if the Brazilian passion for pots of this type was born from the habit of cooking too much, the sales model in Brazil continues with the American tradition of holding meetings with customers – now in the online model, thanks to social networks.

Facebook groups specializing in the sale of the brand’s products have as many as 80,000 members, including resellers and consumers. For consultants, social networks and messaging applications, such as WhatsApp, increase the reach and ease of sales.

Mônica Landim, brand consultant since 2005, says that today 97% of its sales come from social networks. For her, this allows for greater dedication to the business model.

With the declaration of the American company, many users on Twitter said that they are waiting for the promotions to start and that they are not surprised with the risk of bankruptcy due to the price of the products.

“Tupperware is addictive”, says Eliana Amaral, a reseller of the brand for ten years. According to her, working with the resale of jars is stable because the product has a loyal clientele, who buy at least one for each new catalog she receives.

Vanusa Oliveira has an affective heritage for pots. His first contact with Tupperware was through his mother, still in childhood. She sought to become a representative to fulfill her desire for the products after retiring as a teacher.

Maria Feitosa dos Santos is another loyal customer. She keeps pots she bought 35 years ago. The sister became a reseller and introduced her to the brand’s products. Since then, she has become a loyal customer.

On average, she spends from R$ 150 to R$ 250 per month on “tupperware”, which has become synonymous with plastic pots.

Bruna Feitosa dos Santos, daughter of Maria, also has a taste for pots. Unlike her mother, she became a brand customer six years ago and already has a collection of around 30 units.

“When my daughter got married, we divided my pots and even said it was the family inheritance”, says Maria.