Executive Summary

Feb 2019
High price-elasticity in home care is stretched as result of frugality

The economic and political uncertainties that characterised 2018, accompanied by one-time events such as the trucker strike that paralysed Brazil for two weeks, harmed the more optimistic predictions in the beginning of the year. The underlying factors that adversely affect consumption remain – high unemployment rate and tight disposable income.

Amid rationalisation in purchasing, more added-value products gain ground

Lower spending in 2018 continued to force down prices in most home care categories especially those that suffer from low brand differentiation. Nevertheless, the cautious consumption environment did not inhibit consumers from seeking out more convenient, effective and sensorial-driven home care products.

The gap between multinationals and local players shrinks

The dominance of multinationals in most home care categories is starting to be challenged by local entrants tapping into the same categories and offering comparable quality. Intermediate players such as Gtex Brasil Ltda, K & M Indústria Química Ltda, Limppano SA and Cera Ingleza Ingleza Indústria e Comércio Ltda are penetrating further and their products are consolidating as primary options, fundamentally for consumers with diminished purchasing power.

Knowledge of Brazilians’ sensorial identity is a way of adding value

The understanding of consumers’ sensorial profile is increasingly being researched by manufacturers as a strategy to assess more precisely which fragrances and certain product attributes, eg foam dispensing, are valued by Brazilians. In addition, the lower mobilisation of home care in comparison with more appealing industries, such as beauty and personal care, and packaged food, is leading manufacturers to distinguish their brands through high-end ingredients, which are being well received by consumers.

The outlook is positive as faster innovation pace is linked with market maturity

The more optimistic economic predictions for the forecast period will likely drive growth in consumption, filling the blanks left by lower demand recently. More importantly, home care players are aware that, with a more stable economy, they can increase both volume and value sales.

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Home Care in Brazil

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Brazil 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 Brazil, 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 Brazil for free:

The Home Care in Brazil 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 Brazil?
  • What are the major brands in Brazil?
  • 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 Brazil?

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 Brazil

EXECUTIVE SUMMARY

High price-elasticity in home care is stretched as result of frugality
Amid rationalisation in purchasing, more added-value products gain ground
The gap between multinationals and local players shrinks
Knowledge of Brazilians’ sensorial identity is a way of adding value
The outlook is positive as faster innovation pace is linked with market maturity

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 Brazil

HEADLINES

PROSPECTS

Habitual usage and a wider variety of products will drive steep growth
Retailers are perceiving air fresheners as a way to add more value
Car air fresheners is witnessing more innovation

COMPETITIVE LANDSCAPE

Ceras Johnson and Reckitt Benckiser dominate collectively in more traditional categories
Car air fresheners sees a substantial increase in competition

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 Brazil

HEADLINES

PROSPECTS

Weak economic recovery favours volume growth of cost-conscious category bleach
Cost benefit is the key attribute in sustaining sales
Innovation emerges but cost is a roadblock to increasing penetration

COMPETITIVE LANDSCAPE

Local players are predominant in bleach and expected to remain solid in the category
Low differentiation allows regional players to compete
Amid growth in internet retailing, bleach is not prioritised for online sale

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

Home Insecticides in Brazil

HEADLINES

PROSPECTS

Seasonal demand makes promotion less effective
Exogenous factors do not support sales growth in 2018
Electric insecticides rebounds despite a sluggish economic recovery

COMPETITIVE LANDSCAPE

Reckitt Benckiser and Ceras Johnson maintain their dominant positions
Weak demand does not draw any interest in private label initiatives

CATEGORY DATA

Table 24 Sales of Home Insecticides by Category: Value 2013-2018
Table 25 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 26 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 27 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 28 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 29 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 30 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Polishes in Brazil

HEADLINES

PROSPECTS

Floor polish and furniture polish value sales fall
New generation of consumers misunderstands the concept of polishes
Shoe polish grows organically as footwear continues its upward trend

COMPETITIVE LANDSCAPE

Local manufacturers continue to dominate polishes
Good prospects for shoe polish encourage the return of strong players
Private label activity in polishes is weak in major grocery retailers

CATEGORY DATA

Table 31 Sales of Polishes by Category: Value 2013-2018
Table 32 Sales of Polishes by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Polishes: % Value 2014-2018
Table 34 LBN Brand Shares of Polishes: % Value 2015-2018
Table 35 Forecast Sales of Polishes by Category: Value 2018-2023
Table 36 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Brazil

HEADLINES

PROSPECTS

Amid a negative home care performance, surface care posts positive results
Consumers’ continued lack understanding can pose upsides and downsides
Shrinking household space favours multipurpose surface care ranges

COMPETITIVE LANDSCAPE

Reckitt Benckiser’s prominence continues but competition is strengthening
Unilever relies on unexplored categories in 2018
Local players consolidate their presence in certain categories

CATEGORY DATA

Table 37 Sales of Surface Care by Category: Value 2013-2018
Table 38 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Surface Care: % Value 2014-2018
Table 40 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 41 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Brazil

HEADLINES

PROSPECTS

Weak economic rebound has inhibited the growth in toilet care
Rim blocks category spans new formats
Innovation does not change the predominance of lavender but opens new frontiers

COMPETITIVE LANDSCAPE

Ceras Johnson and Reckitt Benckiser face more competition
Local players are fuelling sales further through a cost-benefit strategy

CATEGORY DATA

Table 43 Sales of Toilet Care by Category: Value 2013-2018
Table 44 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 46 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 47 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 48 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

Dishwashing in Brazil

HEADLINES

PROSPECTS

Aggressive competition forces value sales down
Incremental innovation is being seen
Low penetration of automatic dishwashers inhibits consumption of automatic dishwashing products

COMPETITIVE LANDSCAPE

Fierce competition is expected to strengthen with Unilever Brasil Ltda’s return
Regional brands and private label account for a quarter of total value sales
Except for Bombril, local players are not heading towards automatic dishwashing

CATEGORY INDICATORS

Table 49 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 50 Sales of Dishwashing by Category: Value 2013-2018
Table 51 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 52 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 53 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 54 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 55 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Laundry Care in Brazil

HEADLINES

PROSPECTS

Cautious consumption inhibits sales
More consumer education regarding concentrated versions is needed
Baby laundry care gains traction as new added-value claims are made

COMPETITIVE LANDSCAPE

Unilever Brasil Ltda maintains its leadership supported by tier-two brands
Manufacturers keep providing added-value products
Niches being well explored by local manufacturers

CATEGORY INDICATORS

Table 56 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 57 Sales of Laundry Care by Category: Value 2013-2018
Table 58 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 59 Sales of Laundry Aids by Category: Value 2013-2018
Table 60 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 61 Sales of Laundry Detergents by Category: Value 2013-2018
Table 62 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 63 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018
Table 64 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 65 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 66 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 67 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 68 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 69 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 70 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 71 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

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