Home Care in Brazil

Home Care in Brazil

EXECUTIVE SUMMARY

Environment of optimism weakens but an upward trend slowly benefits the home care industry

Polar opposite strategies target either frugality or premiumisation

Unilever and emerging small-batch disruptors refresh home care

Innovation shifts towards an environmentally-friendly approach

Home care faces the challenge of finding the right equation to expand the sustainability agenda

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in Brazil

HEADLINES

PROSPECTS

Fabric care becomes a value addition in highly fragrance-orientated laundry care

Environmentally-friendly products emerge despite their inherent low affordability

Value for money is still a key purchase decision factor

COMPETITIVE LANDSCAPE

Unilever becomes the synonym for innovation in 2019

Gtex is outstanding with its value for money positioning

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2014-2019
Table 19 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 20 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 21 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 22 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 23 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 25 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in Brazil

HEADLINES

PROSPECTS

Price discounting diminishes and margins recover slightly

Novel value proposition is fuelled by new entrants

The mix of channels increases putting more pressure on prices

COMPETITIVE LANDSCAPE

Top brands remain trapped by the cost-orientated model

Innovation from small brands changes the face of dishwashing

CATEGORY INDICATORS

Table 27 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 28 Sales of Dishwashing by Category: Value 2014-2019
Table 29 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 30 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 31 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 32 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in Brazil

HEADLINES

PROSPECTS

New attributes and claims arise and drive value growth in surface care

Green cleaning and natural-based products hit surface care

Wipes resurges with distinct positioning

COMPETITIVE LANDSCAPE

Competition intensifies as multinationals bring in innovation

Brand and channel positioning refreshes low differentiation categories

Private label intensifies its footprint in low differentiation categories

CATEGORY DATA

Table 34 Sales of Surface Care by Category: Value 2014-2019
Table 35 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 36 NBO Company Shares of Surface Care: % Value 2015-2019
Table 37 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 38 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 39 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in Brazil

HEADLINES

PROSPECTS

Regular chlorine bleach is the conspicuous format that benefits all budgets

The pet population and epidemiology determine the growth of bleach

Bleach broadens its attributes to tap into convenience

COMPETITIVE LANDSCAPE

Low differentiation crowds out multinationals

Private label expands its footprint as bleach slowly innovates

Ground-breaking innovation comes about with a new entrant

CATEGORY DATA

Table 40 Sales of Bleach: Value 2014-2019
Table 41 Sales of Bleach: % Value Growth 2014-2019
Table 42 NBO Company Shares of Bleach: % Value 2015-2019
Table 43 LBN Brand Shares of Bleach: % Value 2016-2019
Table 44 Forecast Sales of Bleach: Value 2019-2024
Table 45 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in Brazil

HEADLINES

PROSPECTS

Toilet care grows steadily despite the stiff competition with substitutes

Rim blocks expands in terms of formats and functionality at more competitive prices

In-cistern devices achieve above-average growth due to increasing popularity

COMPETITIVE LANDSCAPE

Unilever’s entry into toilet care has positive ripple effects

In-cistern devices relies on product availability and price

CATEGORY DATA

Table 46 Sales of Toilet Care by Category: Value 2014-2019
Table 47 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 48 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 49 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 50 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 51 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in Brazil

HEADLINES

PROSPECTS

Polishes dwindles as home cleaning priorities change

A makeover is needed to reinvigorate prospects for polishes

Ethical consumption prompts consumers to take care of their shoes

COMPETITIVE LANDSCAPE

Players’ participation remains stable despite sales of polishes diminishing

Private label witnesses the least participation

CATEGORY DATA

Table 52 Sales of Polishes by Category: Value 2014-2019
Table 53 Sales of Polishes by Category: % Value Growth 2014-2019
Table 54 NBO Company Shares of Polishes: % Value 2015-2019
Table 55 LBN Brand Shares of Polishes: % Value 2016-2019
Table 56 Forecast Sales of Polishes by Category: Value 2019-2024
Table 57 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in Brazil

HEADLINES

PROSPECTS

Air care gains increasing importance despite consumers’ tight budgets

Emotional appeal tied to functionality is a win-win strategy

Car air fresheners stick to the traditional model of fragrances and formats

COMPETITIVE LANDSCAPE

Glade and Bom Ar benefit from their stronghold in major air care categories

FreeCô relies on branding to consolidate itself as a synonym for odour neutralisers

Innovation in car air fresheners is more modest

CATEGORY DATA

Table 58 Sales of Air Care by Category: Value 2014-2019
Table 59 Sales of Air Care by Category: % Value Growth 2014-2019
Table 60 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 61 NBO Company Shares of Air Care: % Value 2015-2019
Table 62 LBN Brand Shares of Air Care: % Value 2016-2019
Table 63 Forecast Sales of Air Care by Category: Value 2019-2024
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in Brazil

HEADLINES

PROSPECTS

The significant performance of electric insecticides stems from uncontrolled factors

Growth of spray/aerosol insecticides is led by necessity rather than industry response

Insecticide coils and baits plummet despite favourable external variables

COMPETITIVE LANDSCAPE

SC Johnson & Son and Reckitt Benckiser compete head-to-head for the leadership

External factors and the dominance of multinationals curb new entrants and innovation

CATEGORY DATA

Table 65 Sales of Home Insecticides by Category: Value 2014-2019
Table 66 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 67 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 68 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 69 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 70 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 71 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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