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Country Report

Home Care in

Home Care in Brazil

55 pages, Feb 2018

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Consumers’ behaviour resulting from the economic crisis is still relevant

A more cost-conscious mindset continues to influence Brazilian consumers’ habits in home care. Most of the modified consumer habits highlighted in last year’s edition are still relevant.

Concentrated liquid detergents registers robust growth

Some of the residual effects of the recession, such as consumers moderately starting to opt for more added-value products, can be seen to a greater extent in laundry care. A parallel and more mature movement is currently seen in fabric softeners and now industry eyes are looking at the strong growth rate of concentrated laundry detergent.

High concentration of multinationals, but strengthened local companies

The concentration of the multinationals Procter & Gamble, Unilever, Reckitt Benckiser and SC Johnson is stronger in categories where added value and innovation can be more easily identified. Overall, novelties introduced mainly by multinationals are pervading all categories, although they are more intense in laundry, surface, air care and toilet care.

Fragrance, convenience and cost-effectiveness, the key value propositions

Amidst the innovation that has been seen in home care, the sensorial component tied to convenience and cost-effectiveness permeates all categories. Ranging from laundry care, primarily looking at fabric softeners, to surface care, toilet care and air care, the three innovation keystones can be perceived.

High unmet potential due to socioeconomic indicators

The high percentage of the population living below the poverty line and the lack of basic sanitation for many as well as the expected recovery in consumption levels all make for a market with striking unmet potential.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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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.

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Home Care in Brazil

EXECUTIVE SUMMARY

Consumers’ behaviour resulting from the economic crisis is still relevant

Concentrated liquid detergents registers robust growth

High concentration of multinationals, but strengthened local companies

Fragrance, convenience and cost-effectiveness, the key value propositions

High unmet potential due to socioeconomic indicators

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Brazil

HEADLINES

PROSPECTS

Consumers spending more time at home contributes to growth

Premiumisation in innovation

Spray/aerosol air fresheners will continue to be the largest category

COMPETITIVE LANDSCAPE

Different strategies of Ceras Johnson and Reckitt Benckiser

Premiumisation pursued by two leading players

Car air fresheners the most fragmented category

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Brazil

HEADLINES

PROSPECTS

Economic downturn boosts bleach sales

Chlorine-free versions are set to grow substantially over the forecast period

COMPETITIVE LANDSCAPE

Indústria Anhembi SA maintains its leading position

Private label will continue to be prominent

Regionalisation of players will still represent a widescale movement in bleach

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Brazil

HEADLINES

PROSPECTS

Price will continue to be a key decision factor

Automatic dishwashing products are set to recover and see conservative growth

Innovation limited to concentrated gel formats

COMPETITIVE LANDSCAPE

Economic crisis did not affect participation

Multinationals dominate automatic dishwashing

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Brazil

HEADLINES

PROSPECTS

Climate benefits sales of home insecticides

Sprays and aerosols are the most purchased formats

Effective and long-lasting products desired

COMPETITIVE LANDSCAPE

Ceras Johnson and Reckitt Benckiser Brasil comfortably lead

Private label is still negligible

Innovation also seen in other home insecticides

CATEGORY DATA

Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Brazil

HEADLINES

PROSPECTS

Consumers more inclined to try newer brands with a cost benefit

Fragrances will remain a key differentiator

High level of fragmented use reveals pros and cons

COMPETITIVE LANDSCAPE

Competitive prices still important

Procter & Gamble benefits from concentrated formats

Niche products rely on promotional campaigns

CATEGORY INDICATORS

Table 39 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017
Table 47 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 48 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 49 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 50 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 51 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 52 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 53 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Brazil

HEADLINES

PROSPECTS

Consumer behaviour is a strong force that negatively affects surface polishes

Home construction could help to mitigate the struggle of the category

Shoe polish records growth

COMPETITIVE LANDSCAPE

Reckitt Benckiser remains the leading player

Innovation efforts are not as strong as in other home care categories

Private label languishes as the category does not show signs of consistent growth

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2012-2017
Table 56 Sales of Polishes by Category: % Value Growth 2012-2017
Table 57 NBO Company Shares of Polishes: % Value 2013-2017
Table 58 LBN Brand Shares of Polishes: % Value 2014-2017
Table 59 Forecast Sales of Polishes by Category: Value 2017-2022
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Brazil

HEADLINES

PROSPECTS

Task-specific products will continue to gain penetration

Multi-purpose cleaners suffer competition from other price-orientated categories

Consumers opting for lower-priced products

COMPETITIVE LANDSCAPE

Reckitt Benckiser continues to lead

Low-end categories becoming more fragmented

CATEGORY DATA

Table 61 Sales of Surface Care by Category: Value 2012-2017
Table 62 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2014
Table 65 NBO Company Shares of Surface Care: % Value 2013-2017
Table 66 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 67 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 68 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 69 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Brazil

HEADLINES

PROSPECTS

Toilet design not reflecting major shifts in the category

Post-recession period is an opportunity for the unmet market potential

Innovation can promptly respond to convenience and healthy living

COMPETITIVE LANDSCAPE

SC Johnson and Reckitt Benckiser continue to lead

Local companies are limited to entry-level categories

Substitutes expected to lose strength

CATEGORY DATA

Table 71 Sales of Toilet Care by Category: Value 2012-2017
Table 72 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 73 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 74 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 75 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Brazil

New Report Guarantee

Executive Summary

New Report Guarantee

Consumers’ behaviour resulting from the economic crisis is still relevant

Concentrated liquid detergents registers robust growth

High concentration of multinationals, but strengthened local companies

Fragrance, convenience and cost-effectiveness, the key value propositions

High unmet potential due to socioeconomic indicators

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Brazil

EXECUTIVE SUMMARY

Consumers’ behaviour resulting from the economic crisis is still relevant

Concentrated liquid detergents registers robust growth

High concentration of multinationals, but strengthened local companies

Fragrance, convenience and cost-effectiveness, the key value propositions

High unmet potential due to socioeconomic indicators

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Brazil

HEADLINES

PROSPECTS

Consumers spending more time at home contributes to growth

Premiumisation in innovation

Spray/aerosol air fresheners will continue to be the largest category

COMPETITIVE LANDSCAPE

Different strategies of Ceras Johnson and Reckitt Benckiser

Premiumisation pursued by two leading players

Car air fresheners the most fragmented category

CATEGORY DATA

Bleach in Brazil

HEADLINES

PROSPECTS

Economic downturn boosts bleach sales

Chlorine-free versions are set to grow substantially over the forecast period

COMPETITIVE LANDSCAPE

Indústria Anhembi SA maintains its leading position

Private label will continue to be prominent

Regionalisation of players will still represent a widescale movement in bleach

CATEGORY DATA

Dishwashing in Brazil

HEADLINES

PROSPECTS

Price will continue to be a key decision factor

Automatic dishwashing products are set to recover and see conservative growth

Innovation limited to concentrated gel formats

COMPETITIVE LANDSCAPE

Economic crisis did not affect participation

Multinationals dominate automatic dishwashing

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Brazil

HEADLINES

PROSPECTS

Climate benefits sales of home insecticides

Sprays and aerosols are the most purchased formats

Effective and long-lasting products desired

COMPETITIVE LANDSCAPE

Ceras Johnson and Reckitt Benckiser Brasil comfortably lead

Private label is still negligible

Innovation also seen in other home insecticides

CATEGORY DATA

Laundry Care in Brazil

HEADLINES

PROSPECTS

Consumers more inclined to try newer brands with a cost benefit

Fragrances will remain a key differentiator

High level of fragmented use reveals pros and cons

COMPETITIVE LANDSCAPE

Competitive prices still important

Procter & Gamble benefits from concentrated formats

Niche products rely on promotional campaigns