Home Care in Brazil

Home Care in Brazil

EXECUTIVE SUMMARY

Higher hygiene standards and cleaning frequency due to COVID-19 push home care

COVID-19 country impact

Home care competitive environment becomes more concentrated

Retail decentralisation is pushed by convenience and affordability

Future developments will align sanitisation power and sustainability

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Brazil

KEY DATA FINDINGS

2020 IMPACT

Higher washing frequency and overdosing

Local currency devaluation raises costs for manufacturers

Sanitisation claims increase in Brazilian market

RECOVERY AND OPPORTUNITIES

Sustainability remains an important theme during COVID-19

Increasing options for garment protection

Skin care concerns help drive new launches

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Brazil

KEY DATA FINDINGS

2020 IMPACT

Home seclusion favours cooking and dishwashing growth

Lack of raw inputs prevented small players from addressing large demands

Liquid detergents as effective substitute products

RECOVERY AND OPPORTUNITIES

Increase of dishwashing machine installed base

Growing sustainability for dishwashing

Channel dynamics adjust in response to COVID-19

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2015-2020
Table 27 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 29 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 30 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Brazil

KEY DATA FINDINGS

2020 IMPACT

Cleaning frequency will grow into a new consumer habit

Sanitisation claim among the most sought after

Scented surface care products remerge

RECOVERY AND OPPORTUNITIES

Wipes are convenient which appeals to consumers

Other product formats are bound to emerge and grow

New launches aim at pet-friendly products

CATEGORY DATA

Table 32 Sales of Surface Care by Category: Value 2015-2020
Table 33 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2020
Table 36 NBO Company Shares of Surface Care: % Value 2016-2020
Table 37 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 38 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 39 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 40 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 41 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Brazil

KEY DATA FINDINGS

2020 IMPACT

Higher cleaning frequency boosts usage of bleach

Supply chain challenges helped medium and regional players

Sanitisation reinforcement

RECOVERY AND OPPORTUNITIES

Pet population spikes during pandemic and demand bleach cleaning

Increased scents and functions aim to differentiate bleach products

Chlorine gel products began to emerge

CATEGORY DATA

Table 42 Sales of Bleach: Value 2015-2020
Table 43 Sales of Bleach: % Value Growth 2015-2020
Table 44 NBO Company Shares of Bleach: % Value 2016-2020
Table 45 LBN Brand Shares of Bleach: % Value 2017-2020
Table 46 Forecast Sales of Bleach: Value 2020-2025
Table 47 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Brazil

KEY DATA FINDINGS

2020 IMPACT

Higher use of toilets at home pushed increase in cleaning frequency

Sanitisation as an important claim for toilet care

Strong demand for cleaning favours substitute products

RECOVERY AND OPPORTUNITIES

Increased experimentation is huge opportunity

Innovations derive from existing formats and freshness sensation

Ceras Johnson Ltda distances itself as leader in toilet care

CATEGORY DATA

Table 48 Sales of Toilet Care by Category: Value 2015-2020
Table 49 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 51 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 52 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 53 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Brazil

KEY DATA FINDINGS

2020 IMPACT

Polishes give way to surface care products

Superfluous nature of polishes

Heavy cleaning at home does not result in greater polishing

RECOVERY AND OPPORTUNITIES

Opportunity for innovation in polishes

Polish decline is reducing category fragmentation

Lack of COVID-19-related claims

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2015-2020
Table 55 Sales of Polishes by Category: % Value Growth 2015-2020
Table 56 NBO Company Shares of Polishes: % Value 2016-2020
Table 57 LBN Brand Shares of Polishes: % Value 2017-2020
Table 58 Forecast Sales of Polishes by Category: Value 2020-2025
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Brazil

KEY DATA FINDINGS

2020 IMPACT

Air care products are perceived as non-essential during economic crisis

More time spent at home and less spent in cars favoured greater experimentation

Many first-time consumers in air care pushed experimentation

RECOVERY AND OPPORTUNITIES

Experimentation leads to other air care formats growing

COVID-19 reinforces mental and physical health

Other air care sees entry of new players

CATEGORY DATA

Table 60 Sales of Air Care by Category: Value 2015-2020
Table 61 Sales of Air Care by Category: % Value Growth 2015-2020
Table 62 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 63 NBO Company Shares of Air Care: % Value 2016-2020
Table 64 LBN Brand Shares of Air Care: % Value 2017-2020
Table 65 Forecast Sales of Air Care by Category: Value 2020-2025
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Brazil

KEY DATA FINDINGS

2020 IMPACT

COVID-19 had little direct impact on home insecticides

Insect infestation continues being main category driver

Expectation of higher incidence of mosquitoes will save insecticides from worse result

RECOVERY AND OPPORTUNITIES

Consumers will prioritise convenient insecticides

Higher focus on consumer health will push scented insecticides

Ceras Johnson Ltda and Reckitt Benckiser (Brasil) Ltda continue leading but “Others” increases

CATEGORY DATA

Table 67 Sales of Home Insecticides by Category: Value 2015-2020
Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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