Colgate-Palmolive is stepping up its Asia Pacific digital strategy with a three-year partnership with foodpanda, Asia’s largest delivery player. This collaboration will expand customer access to Colgate’s products in over 400 cities across 11 markets within Asia Pacific, bolstering Colgate’s leadership within the health and wellness space. The partnership will focus on piloting commercial, marketing, and advertising initiatives based on a core range of products across all markets in 2023.
As the demand for quick commerce services grows in the Asia Pacific region, foodpanda has seen a rise in demand across product categories, with a steep increase in health and wellness products rising by 216% in the first half of 2022 compared to the same period in 2021. Consumers can now purchase a wide range of Colgate products on-demand and have them delivered within an hour anytime of the day through foodpanda, Asia’s largest q-commerce player. Popular products purchased on the platform include Colgate Toothpaste and Mouthwash, as well as products from personal care and home care brands like Palmolive, Ajax, Glo, and Softlan.
M Chandrasekar, VP Customer Development, Colgate-Palmolive APAC, expressed his confidence in the partnership, stating, “Quick commerce is witnessing strong growth in Asia Pacific, and we are confident that our partnership with foodpanda will enable us to better meet customers’ needs in a more efficient and effective way, having our products delivered right to their doorstep within minutes.” Additionally, the partnership will provide Colgate with deeper insights into consumer purchasing habits to inform Colgate’s business and marketing efforts.
The collaboration builds on prior successful partnerships that have shown a strong demand for Colgate’s core range of oral, personal, and home care products on foodpanda via pandamart, including the key markets of Singapore, Malaysia, and Hong Kong, among others. Julien Tessonneau, Senior Director of Q-Commerce at foodpanda, expressed excitement for the partnership, saying, “By coming on board pandamart, Colgate can leverage our robust q-commerce network and technology to enable even more convenience for customers.”
The partnership with foodpanda will allow Colgate to reach more customers and provide them with an extra convenience, while also allowing for greater integration of q-commerce that will further strengthen Colgate’s leadership across the region.