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: 111 | Publication date: Sep 2007
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 presents sustainable growth
In 2006, household care in Brazil performed positively, however, value growth was below the review period current value CAGR due to the price repositioning made by the leading company, Unilever Brasil Ltda. Unilever’s strategy was aimed at restricting the progress of medium-size local companies, mainly in laundry care; for example, Química Amparo Ltda, and the newest company in laundry care, Assolan Industrial Ltda. Assolan is considered a general threat to Unilever in Brazil, as it will also enter packaged food strongly in 2007. The company employs the key strategy of acquisitions to increase its share, for example purchasing the packaged food Etti from Parmalat Group.
Laundry care receives the highest level of investment in 2006
Laundry care continues to account for the highest retail value terms within household care. The consumption of laundry care is driven by the strong investments made by multinational companies, higher disposable income, and the competitive prices of leading and intermediary brands. In 2006, Unilever made the highest investment in its history in household care in Brazil.
Intense competition between domestic and multinational companies
Multinational companies, Unilever, Reckitt Benckiser (Brasil) Ltda, and Ceras Johnson Ltda, occupied the three leading positions in household care in Brazil in 2006. Continued high investments in product innovation and marketing such as advertisements on TV networks and point-of-sale promotions were the main strategies adopted by these global players. Nevertheless, small- and medium-size domestic companies increased their shares by targeting mainly lower-income consumers with quality products at affordable prices. Domestic companies also benefited from the growing participation of the north and northeast regions. Hence, important multinational manufacturers lost shares in 2006. Unilever made substantial investments in 2006, in order to maintain its leading position in laundry care, while Reckitt Benckiser’s strategic direction led the company to focus on its premium and global brands.
Supermarkets/hypermarkets dominates distribution in 2006
Supermarkets/hypermarkets dominated retail distribution throughout the review period. Firstly, and above all other factors, this distribution channel offers consumers a wide range of product choices (reasonable prices, different packaging types and sizes, and a high assortment of brands). Secondly, manufacturers are able to use their own sales staff to support new products in supermarkets/hypermarkets. Finally, there is a widespread perception that large modern retailers, such as supermarkets/hypermarkets, offer the lowest prices for household care products.
Manufacturers are likely to target lower-income consumers and the north and
northeast regions during the forecast period
The development of new products to meet the growing demand of lower-income consumers is expected to continue to be a good strategy for household care manufacturers. Lower-income consumers are predicted to enjoy better income distribution during the forecast period. Likewise, the north and northeast regions of Brazil are expected to play an important role, due to the increasing number of lower-income consumers concentrated there. The north and northeast regions of Brazil is attracting manufacturers from different industries; several producers have already built production plants in these geographical areas. The profile of these regions has risen further due to the growth in domestic and foreign tourism over the review period.
Table of contents
HOUSEHOLD CARE IN BRAZIL : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care presents sustainable growth
Laundry care receives the highest level of investment in 2006
Intense competition between domestic and multinational companies
Supermarkets/hypermarkets dominates distribution in 2006
Manufacturers are likely to target lower-income consumers and the north and
northeast regions during the forecast period
KEY TRENDS AND DEVELOPMENTS
North and northeast regions increase household care sales above the national
average
Household care consumption amongst C economic strata consumers
expected to increase
Small supermarkets will continue to push household care sales over the
forecast period
Domestic companies will increase their sales over the forecast period
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - BRAZIL
ASSOLAN INDUSTRIAL LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Assolan Industrial Ltda: Key Facts
Summary 2 Assolan Industrial Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Assolan Industrial Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Assolan Industrial Ltda: Competitive Position 2006
BOMBRIL SA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Bombril SA: Key Facts
Summary 6 Bombril SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Bombril SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Bombril SA: Competitive Position 2006
CERA INGLEZA INDúSTRIA E COMéRCIO LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Cera Ingleza Indústria e Comércio Ltda: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Cera Ingleza Indústria e Comércio Ltda: Competitive Position 2006
CERAS JOHNSON LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Ceras Johnson Ltda: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 12 Ceras Johnson Ltda: Competitive Position 2006
COLGATE-PALMOLIVE INDúSTRIA E COMéRCIO LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Colgate-Palmolive Indústria e Comércio Ltda: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 14 Colgate-Palmolive Indústria e Comércio Ltda: Competitive Position 2006
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 2006
INDúSTRIA ANHEMBI SA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Indústria Anhembi SA: Key Facts
Summary 19 Indústria Anhembi SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Indústria Anhembi SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 21 Indústria Anhembi SA: Competitive Position 2006
PROCTER & GAMBLE DO BRASIL SA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Procter & Gamble do Brasil SA: Key Facts
Summary 23 Procter & Gamble do Brasil SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 24 Procter & Gamble do Brasil SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 25 Procter & Gamble do Brasil SA: Competitive Position 2006
QUíMICA AMPARO LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 26 Química Amparo Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 27 Química Amparo Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 28 Química Amparo Ltda: Competitive Position 2006
RECKITT BENCKISER (BRASIL) LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 29 Reckitt Benckiser (Brasil) Ltda: Key Facts
Summary 30 Reckitt Benckiser (Brasil) Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 31 Reckitt Benckiser (Brasil) Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 32 Reckitt Benckiser (Brasil) Ltda: Competitive Position 2006
UNILEVER BRASIL LTDA - HOUSEHOLD CARE - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 33 Unilever Brasil Ltda: Key Facts
Summary 34 Unilever Brasil Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 35 Unilever Brasil Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 36 Unilever Brasil Ltda: Competitive Position 2006
LAUNDRY CARE IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Biological versus Non-biological Automatic Detergents: % Analysis 2006
Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 18 Sales of Laundry Aids by Type: Value 2001-2006
Table 19 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 20 Laundry Care Company Shares 2002-2006
Table 21 Laundry Care Brand Shares 2003-2006
Table 22 Laundry Detergents Company Shares 2002-2006
Table 23 Laundry Detergents Brand Shares 2003-2006
Table 24 Laundry Aids Company Shares 2002-2006
Table 25 Laundry Aids Brand Shares 2003-2006
Table 26 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 28 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 29 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 31 Dishwashing Products Company Shares 2002-2006
Table 32 Dishwashing Products Brand Shares 2003-2006
Table 33 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 34 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Surface Care by Subsector: Value 2001-2006
Table 36 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 37 Sales of Wipes by Type: Value 2001-2006
Table 38 Sales of Wipes by Type: % Value Growth 2001-2006
Table 39 Surface Care Company Shares 2002-2006
Table 40 Surface Care Brand Shares 2003-2006
Table 41 Wipes Company Shares 2002-2006
Table 42 Wipes Brand Shares 2003-2006
Table 43 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Chlorine Bleach: Value 2001-2006
Table 46 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 47 Chlorine Bleach Company Shares 2002-2006
Table 48 Chlorine Bleach Brand Shares 2003-2006
Table 49 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 53 Toilet Care Products Company Shares 2002-2006
Table 54 Toilet Care Products Brand Shares 2003-2006
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2001-2006
Table 58 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 59 Polishes Company Shares 2002-2006
Table 60 Polishes Brand Shares 2003-2006
Table 61 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2001-2006
Table 64 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 65 Leading Fragrances for Air Care 2006
Table 66 Air Care Company Shares 2002-2006
Table 67 Air Care Brand Shares 2003-2006
Table 68 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2001-2006
Table 71 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 72 Insecticides Company Shares 2002-2006
Table 73 Insecticides Brand Shares 2003-2006
Table 74 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011