Bleach in Brazil

PROSPECTS

Regular chlorine bleach is the conspicuous format that benefits all budgets

Liquid chlorine bleach has historically been omnipresent among the home cleaning products bought by Brazilian families. The cost-savvy momentum paves the way for the continuation of this traditional format of bleach.

The pet population and epidemiology determine the growth of bleach

The number of households with pets is growing rapidly in Brazil and contributing to ongoing sales of regular liquid chlorine bleach as a must-have product for its disinfection and cleaning properties, both indoors and outdoors. Consumers often pour bleach to clean and disinfect and complement this with home care disinfectants to leave a more pleasant fragrance.

Bleach broadens its attributes to tap into convenience

Despite the regular format dominating bleach sales, new variants continue to emerge to meet the ever-increasing consumer need for convenience. New products go beyond the existing bleach products that have, for example, floral or lavender scents, and provide new functionalities as detergents.

COMPETITIVE LANDSCAPE

Low differentiation crowds out multinationals

The regionalisation of manufacturers and their brands is related to the low differentiation across the bleach options available. The staple nature of bleach and its price-orientated component leave few opportunities for multinationals.

Private label expands its footprint as bleach slowly innovates

The lower level of attributes within bleach products underscores the distribution and availability of each brand. Private label is progressively gaining ground in bleach because of the high regionalisation of retailers.

Ground-breaking innovation comes about with a new entrant

Perhaps the most innovative product to appear in some time is from Útil Química, a southern local manufacturer. Its powder-based chlorine bleach is a novel format with Útil’s communication conveying convenience and the product’s cost benefit to entice consumers.

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