Household Care in Brazil
Euromonitor International's Household Care in Brazil market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 107 | Publication date: Aug 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Household care market has slowed down
The household care products market registered slower value growth in 2007 compared to the review period average, due to price repositioning in the largest sector, laundry care, particularly powder detergents, which saw considerable growth in volume terms but at lower unit price levels. The main company driving this trend was Unilever through its leading brand Omo Multiação which reduced its retail price to face new entrants in the sector such as Química Amparo, Hypermarcas and most recently, Bombril.
Bombril invests in product extension, focusing on powder detergents
Bombril entered a new phase in 2007 with the company turning a loss in 2006 into a profit in 2007. After ownership of Bombril SA returned to the founding family in 2006, the company has invested in advertising on television and in magazines featuring the well-known Bom Bril Boy (original actor Carlos Moreno returning to play the role) to communicate new launches and reinforce brand image amongst consumers; Bombril also launched a new powder detergent under the Tanto brand.
Domestic companies expand portfolios into household care products
Between 2002 and 2005, domestic companies concentrated their production in specific sectors within household care products such as dishwashing products, chlorine bleach and polishes. However, in the latter half of the review period such companies expanded into the largest sectors such as laundry care and surface care, with Química Amparo, Bombril, Scarlat Indústria, Ceras Ingleza and Hypermarcas the most dynamic. Multinationals such as Unilever, Procter & Gamble, SC Johnson, and Colgate-Palmolive all lost share, while Reckitt Benckiser gained share thanks to expansion of its portfolio to include more added-value products.
Expansion of supermarkets increases product availability
Supermarkets and hypermarkets were key distribution channels for household care products in 2007. These channels dominated retail distribution for several reasons. Firstly, they benefit from the fact that their reach has been growing throughout Brazil, as chains continue to expand. Secondly, they offer consumers a wide range of product choice on their spacious shelves. Thirdly, manufacturers normally promote their products in supermarkets and hypermarkets. Finally, there is a widespread perception that supermarkets and hypermarkets are the formal retailers that offer the lowest prices on household care products.
Household care products expected to continue to grow despite external crises
The market for household care products is predicted to be worth R$15 billion in 2012, following growth of 25% in constant value terms over the forecast period. Much of this growth in value terms will be generated by laundry care, which will remain the leading sector. However, the highest growth will be found in insecticides, which performed especially well in 2007 due to the dengue epidemic during the 2007-2008 summer season and high rainfall, particularly in Rio de Janeiro, in the first half of 2008. External economic crises will not affect the domestic household care products market in the short term, although major manufacturers will have to keep an eye on rising raw material costs, particularly oil derivatives which are essential to production in this market.
Table of contents
HOUSEHOLD CARE IN BRAZIL : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care market has slowed down
Bombril invests in product extension, focusing on powder detergents
Domestic companies expand portfolios into household care products
Expansion of supermarkets increases product availability
Household care products expected to continue to grow despite external crises
KEY TRENDS AND DEVELOPMENTS
Multinationals dominate the Brazilian household care market
Bombril returns to family fold with ambitious plans for market expansion
Companies betting on convenient, time-saving and effective products
Companies increase use of celebrities in brand promotion
Threats and opportunities in household care products
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BRAZIL
BOMBRIL SA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bombril SA: Key Facts
Summary 3 Bombril SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Bombril SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Bombril SA: Competitive Position 2007
CERA INGLEZA INDúSTRIA E COMéRCIO LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Cera Ingleza Indústria e Comércio Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Cera Ingleza Indústria e Comércio Ltda: Competitive Position 2007
CERAS JOHNSON LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Ceras Johnson Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 9 Ceras Johnson Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 10 Ceras Johnson Ltda: Competitive Position 2007
COLGATE-PALMOLIVE INDúSTRIA E COMéRCIO LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Colgate-Palmolive Indústria e Comércio Ltda: Key Facts
Summary 12 Colgate-Palmolive Indústria e Comércio Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Colgate-Palmolive Indústria e Comércio Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Colgate-Palmolive Indústria e Comércio Ltda: Competitive Position 2007
FRIBOI LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Friboi Ltda: Key Facts
Summary 16 Friboi Ltda: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 17 Friboi Ltda: Competitive Position 2007
QUíMICA AMPARO LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Química Amparo Ltda: Key Facts
Summary 19 Química Amparo Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Química Amparo Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 21 Química Amparo Ltda: Competitive Position 2007
RECKITT BENCKISER (BRASIL) LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Reckitt Benckiser (Brasil) Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 23 Reckitt Benckiser (Brasil) Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 24 Reckitt Benckiser (Brasil) Ltda: Competitive Position 2007
SCARLAT INDúSTRIA LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Scarlat Indústria Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 26 Scarlat Indústria Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 27 Scarlat Indústria Ltda: Competitive Position 2007
UNILEVER BRASIL LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Unilever Brasil Ltda: Key Facts
Summary 29 Unilever Brasil Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 30 Unilever Brasil Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 31 Unilever Brasil Ltda: Competitive Position 2007
LAUNDRY CARE IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Biological versus Non-biological Automatic Detergents: % Analysis 2007
Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 18 Sales of Laundry Aids by Type: Value 2002-2007
Table 19 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 20 Laundry Care Company Shares 2003-2007
Table 21 Laundry Care Brand Shares 2004-2007
Table 22 Laundry Detergents Company Shares 2003-2007
Table 23 Laundry Detergents Brand Shares 2004-2007
Table 24 Laundry Aids Company Shares 2003-2007
Table 25 Laundry Aids Brand Shares 2004-2007
Table 26 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 28 Household Penetration of Dishwashers 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 31 Dishwashing Products Company Shares 2003-2007
Table 32 Dishwashing Products Brand Shares 2004-2007
Table 33 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 34 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Surface Care by Subsector: Value 2002-2007
Table 36 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 37 Sales of Wipes by Type: Value 2002-2007
Table 38 Sales of Wipes by Type: % Value Growth 2002-2007
Table 39 Surface Care Company Shares 2003-2007
Table 40 Surface Care Brand Shares 2004-2007
Table 41 Wipes Company Shares 2003-2007
Table 42 Wipes Brand Shares 2004-2007
Table 43 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Chlorine Bleach: Value 2002-2007
Table 46 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 47 Chlorine Bleach Company Shares 2003-2007
Table 48 Chlorine Bleach Brand Shares 2004-2007
Table 49 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 53 Toilet Care Products Company Shares 2003-2007
Table 54 Toilet Care Products Brand Shares 2004-2007
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2002-2007
Table 58 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 59 Polishes Company Shares 2003-2007
Table 60 Polishes Brand Shares 2004-2007
Table 61 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2002-2007
Table 64 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 65 Air Care Fragrances Rankings by Value 2006-2007
Table 66 Air Care Company Shares 2003-2007
Table 67 Air Care Brand Shares 2004-2007
Table 68 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2002-2007
Table 71 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 72 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 73 Insecticides Company Shares 2003-2007
Table 74 Insecticides Brand Shares 2004-2007
Table 75 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012