Bleach in Brazil

PROSPECTS

Weak economic recovery favours volume growth of cost-conscious category bleach

Besides the role of bleach as the staple cleaning product within Brazilian households, the weak economic recovery and its underlying effects such as elevated high unemployment are causing consumers to opt for such low-end products. This combination of a steady consumption habit and lower disposable income is driving volume sales in bleach, although the category’s average unit price decreased again in 2018.

Cost benefit is the key attribute in sustaining sales

Bleach is the first product considered when surface cleanliness is the top priority for consumers, above home care disinfectants and other surface care products. The low cost, high effectiveness and versatility is a combination that makes bleach a must-have item in Brazilian households.

Innovation emerges but cost is a roadblock to increasing penetration

Scented versions of bleach such as floral bleach and bleach with lavender are slowly becoming more common on shelves alongside laundry products. However, the price might be up to 100% higher when compared with traditional chlorine bleach.

COMPETITIVE LANDSCAPE

Local players are predominant in bleach and expected to remain solid in the category

Differently from what is commonly observed in another categories, local manufactures such as Indústria Anhembi SA, Raymundo da Fonte and Química Amparo Ltda have dominant brands. Q’Boa and Candida are synonymous with chlorine-based bleach in the Southeast, whereas Brilux from Raymundo da Fonte is predominant in the Northeast.

Low differentiation allows regional players to compete

Besides the local, leading companies, there is a plethora of small players scattered across regions and different channels. The perception of low differentiation among available brands is causing a price-war among manufacturers, which are trying to attract consumers who are more likely to buy the cheaper products.

Amid growth in internet retailing, bleach is not prioritised for online sale

Home care goods in larger packaging are becoming easier to sell thanks to players with a presence in internet retailing such as Carrefour, Grupo Pão de Açúcar and Mambo, given that they can deliver heavy products to consumers’ homes. However, given the large size of bleach products, the cost of freight is typically high and the final cost of the delivery does not justify the value of convenience.

Files are delivered directly into your account within a few minutes of purchase.