Executive Summary

Feb 2019
Consumer preferences towards home care products are changing

In the review period there was a change in consumer preferences towards home care products in Uruguay. Consumers are increasingly looking for advantages in unit prices of the products instead of mainly looking for the quality of home care products.

Increases in one-person houses impacting the local market

Traditionally in Uruguay, the young population tend to live in their family homes until marriage or adulthood, without having to choose home care products by themselves. However, that started changing over the review period with an increase of young people moving away from the family home to live alone, or with friends or partners, all of similar ages.

Few companies positioned as leaders amongst home care brands

There is a wide variety of brands amongst home care products; however, only a few accounted for the majority of local market value sales in 2018. International players Unilever del Uruguay, Electroquímica and SC Johnson & Son de Uruguay led home care value sales in Uruguay.

Supermarkets remains the preferred channel for the majority of consumers

Supermarkets were the preferred option for buying home care products in Uruguay in 2018. Those store offer a wide variety of products, with a wide range of unit prices – all available in only one store, making for an easy option for consumers to go and make all their purchases.

Changes in consumer preferences will impact total sales

Changes in household living arrangements in Uruguay are foreseen to impact future home care value sales. The younger population tend to care for different things than their parents and others that have traditionally maintained the family home.

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Home Care in Uruguay

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Overview

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

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

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 Uruguay

EXECUTIVE SUMMARY

Consumer preferences towards home care products are changing
Increases in one-person houses impacting the local market
Few companies positioned as leaders amongst home care brands
Supermarkets remains the preferred channel for the majority of consumers
Changes in consumer preferences will impact total sales

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

DEFINITIONS

SOURCES

Summary 1 Research Sources

Air Care in Uruguay

HEADLINES

PROSPECTS

Consumers looking for air care products with disinfectants
Spray/aerosol air fresheners remains the biggest category in value sales
Electric air fresheners posts the highest increase in value sales

COMPETITIVE LANDSCAPE

SC Johnson & Son leads in air care
Brands focussing on disinfectant qualities increasing their value sales

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 NBO Company Shares of Air Care: % Value 2014-2018
Table 14 LBN Brand Shares of Air Care: % Value 2015-2018
Table 15 Forecast Sales of Air Care by Category: Value 2018-2023
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Uruguay

HEADLINES

PROSPECTS

Bleach products remain an easy alternative to other home care products
Higher-priced gel-based products appeal only to high- and middle-income consumers
Scented products and bleach tablets/capsules not attractive enough to inspire players to pursue innovations

COMPETITIVE LANDSCAPE

Electroquímica leads bleach value sales in Uruguay
There is little competition against the leading company
Other, branded bleach products so far have negligible presence

CATEGORY DATA

Table 17 Sales of Bleach: Value 2013-2018
Table 18 Sales of Bleach: % Value Growth 2013-2018
Table 19 NBO Company Shares of Bleach: % Value 2014-2018
Table 20 LBN Brand Shares of Bleach: % Value 2015-2018
Table 21 Forecast Sales of Bleach: Value 2018-2023
Table 22 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Uruguay

HEADLINES

PROSPECTS

Hand dishwashing is the biggest category in value sales
Dishwasher penetration remains low in Uruguay
Consumers looking for cheaper options

COMPETITIVE LANDSCAPE

Unilever del Uruguay lead dishwashing value sales
Stable category, with few changes

CATEGORY INDICATORS

Table 23 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 24 Sales of Dishwashing by Category: Value 2013-2018
Table 25 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 27 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 28 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Uruguay

HEADLINES

PROSPECTS

Electric insecticides posts the highest increase in value sales in 2018
Spray/aerosol insecticides is the biggest category in value sales
Sales slowdown after spike caused by the Zika virus

COMPETITIVE LANDSCAPE

SC Johnson & Son de Uruguay leads home insecticides
Two companies offering more affordable options hold double-digit value shares

CATEGORY DATA

Table 30 Sales of Home Insecticides by Category: Value 2013-2018
Table 31 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 33 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 34 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Uruguay

HEADLINES

PROSPECTS

Slowdown in launches of innovative products, whilst concentrated detergents continue to perform well
Good penetration of washing machines drives interest in automatic washing products
Laundry care set to see positive value growth over the forecast period

COMPETITIVE LANDSCAPE

Consumers choosing cheaper brands
Unilever del Uruguay continues leading laundry care
Increasing room for new brands in the marketplace

CATEGORY INDICATORS

Table 36 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 37 Sales of Laundry Care by Category: Value 2013-2018
Table 38 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 39 Sales of Laundry Aids by Category: Value 2013-2018
Table 40 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Detergents by Category: Value 2013-2018
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 44 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 45 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 49 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Uruguay

HEADLINES

PROSPECTS

Changes in consumer preferences decrease polishes value sales
Floor polish leads polishes value sales

COMPETITIVE LANDSCAPE

SC Johnson & Son de Uruguay retains its dominant position in polishes
No sign of new companies venturing into the local landscape

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2013-2018
Table 52 Sales of Polishes by Category: % Value Growth 2013-2018
Table 53 NBO Company Shares of Polishes: % Value 2014-2018
Table 54 LBN Brand Shares of Polishes: % Value 2015-2018
Table 55 Forecast Sales of Polishes by Category: Value 2018-2023
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Uruguay

HEADLINES

PROSPECTS

Increase in multipurpose products
Changes in living choices expected to continue, widening consumer base
Home care disinfectants the biggest category in value sales

COMPETITIVE LANDSCAPE

International companies lead surface care value sales
Advertising presence for surface care products is strong given the competitive landscape

CATEGORY DATA

Table 57 Sales of Surface Care by Category: Value 2013-2018
Table 58 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Surface Care: % Value 2014-2018
Table 62 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 63 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Uruguay

HEADLINES

PROSPECTS

Rim blocks is the cheaper toilet care option
Toilet liquids/foam is consumers’ favoured product

COMPETITIVE LANDSCAPE

SC Johnson & Son de Uruguay leads toilet value sales
Private label presents little competition

CATEGORY DATA

Table 65 Sales of Toilet Care by Category: Value 2013-2018
Table 66 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 67 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 68 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 69 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023