Executive Summary

Feb 2019
Negative impact of high inflation and economic stagnation

Although it remained strong in the first quarter of the year, the economic activity of Argentina lost strength in 2018 due to a recessive second semester stemming from government spending cuts and lower private investment and consumption. To reduce fiscal deficit, the government eliminated some of the subsidies granted to public services (water, electricity and natural gas distribution).

Multi-purpose ahead of specific products

The erosion of available incomes forced local consumers to make more efficient use of their money and to change their purchasing habits. Most home care categories felt the consequences of the weak consumption during this period.

Private label gains space on retailers’ shelves

The multinationals Unilever, SC Johnson & Son, Clorox and Procter & Gamble were the leading companies of home care in Argentina in 2018. The low number of competitors allows bigger companies to have higher margins in Argentina than in Europe or North America.

Lifestyles and social responsibility guide development

Lifestyle changes in Argentina are encouraging brands to develop new products or to change production methods to fulfil consumers’ expectations. In line with global trends, consumers are searching for time-efficient products such as multi-purpose cleaners or home care wipes.

Savvy consumers and environmentally-friendly brands will drive home care

Over the forecast period, demand for home care in Argentina will be driven by changing lifestyles, more environmentally-friendly production and the pursuit of the best price-quality ratio.

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Home Care in Argentina

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Argentina with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in Argentina, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Argentina for free:

The Home Care in Argentina market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Care in Argentina?
  • What are the major brands in Argentina?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Argentina?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Home Care in Argentina

EXECUTIVE SUMMARY

Negative impact of high inflation and economic stagnation
Multi-purpose ahead of specific products
Private label gains space on retailers’ shelves
Lifestyles and social responsibility guide development
Savvy consumers and environmentally-friendly brands will drive home care

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Argentina

HEADLINES

PROSPECTS

Air care volume sales decline due lack of essential properties
Stylish electric air freshener devices
Environmental concerns and higher costs will affect aerosol air fresheners

COMPETITIVE LANDSCAPE

SC Johnson & Son retains lead of air care
Air Wick continues expanding
Strong investments in marketing campaigns

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Argentina

HEADLINES

PROSPECTS

Changes in household habits negatively impact bleach
Traditional and multi-purpose
Innovation

COMPETITIVE LANDSCAPE

Clorox controls bleach
Gel bleach modernises category
Simple and accessible

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Argentina

HEADLINES

PROSPECTS

Automatic dishwashing remains a niche
Consumers buy quality
Environmental concerns may strengthen automatic dishwashing

COMPETITIVE LANDSCAPE

Duopoly in automatic dishwashing
Fragrances and formulations
Refillables and large pack sizes

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Argentina

HEADLINES

PROSPECTS

Mosquito-related diseases drive demand
Trade-off between electric and spray/aerosol
Insecticide baits tied to construction

COMPETITIVE LANDSCAPE

SC Johnson & Son dominates home insecticides
Local player Queruclor continues to gain share
Government ban on some insecticides

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Argentina

HEADLINES

PROSPECTS

Consumers, brands and washing machine manufacturers go liquid
Tariffs up, number of wash loads down
Research and development focus on lifestyle changes

COMPETITIVE LANDSCAPE

Limited space for local brands
Influencers in concentrated detergents and spot and stain removers
Consumers face inflation

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Argentina

HEADLINES

PROSPECTS

New materials affect demand for floor polish
Furniture polish continues to be used on new melamine surfaces
Changing workwear influences demand for shoe polish

COMPETITIVE LANDSCAPE

SC Johnson & Son dominates polishes
One traditional brand per polish type
Lack of innovation from shoe polish brands

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Argentina

HEADLINES

PROSPECTS

Consumer preference for multiuse surface care
Changes in cooking habits
Standard floor cleaners is largest category

COMPETITIVE LANDSCAPE

Consolidated landscape for surface care
Strong competition in standard floor cleaners
Queruclor represents local players

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Argentina

HEADLINES

PROSPECTS

Hard to replace toilet liquids/foam and rim blocks
Angled neck bottles support toilet liquids
Self-adhesive gains space due to its lower price

COMPETITIVE LANDSCAPE

SC Johnson & Son and Clorox lead toilet care
Unilever re-emerges
Latest innovations

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023