Dishwashing in Brazil

PROSPECTS

Price discounting diminishes and margins recover slightly

In highly promoted hand dishwashing in Brazil, key manufacturers pass along readjustments; hence, current retail prices can easily be identified from historical price tags. Hand dishwashing is a very price-sensitive category.

Novel value proposition is fuelled by new entrants

New manufacturers are emerging in hand dishwashing with environmentally-friendly values to cater to niche segments. With higher price points than the leading mainstream brands, eco-friendly hand dishwashing products are gaining shelf space primarily in premium modern grocery retailers that target more affluent households.

The mix of channels increases putting more pressure on prices

In dishwashing in Brazil, bricks-and-mortar store channels are overwhelmingly more representative than non-store retailing channels. However, the fast-moving dynamic of overall retailing in Brazil is increasingly impacting dishwashing within the model of physical stores.

COMPETITIVE LANDSCAPE

Top brands remain trapped by the cost-orientated model

The long-standing model based on cost has witnessed some slight shifts towards innovation in terms of fragrances and hypoallergenic claims. However, these alone have not bolstered differentiation through value in dishwashing.

Innovation from small brands changes the face of dishwashing

The competitive landscape in dishwashing has been occupied by manufacturers that are focused on their environmental footprint. These tend to be small local businesses targeting a niche consumer base via their offer of eco-friendly products.

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