Home Care

After the spike in demand seen in Latin America in 2020 due to the pandemic, with more time spent at home and heightened cleaning regimes, much weaker demand was seen in the next two years. However, home care enjoyed a stronger performance in 2023,…

Volume sales of three of the four toilet care categories - rim blocks, rim liquids and in-cistern devices - declined in 2023. The main reason for this fall in volumes had to do with the lower amount of time people were spending at home than during…

In the last four years of the review period (2020-2023), the home care disinfectants category witnessed the sharpest movements in the entire home care market. Together with all purpose wipes, these products soared during the peak months of the…

All polishes categories witnessed a decline in volume sales once again in 2023. The big driver behind this trend has to do with lifestyle changes. No other category has been impacted as strongly by new lifestyles as has polishes. However, in…

In 2023, trends were very similar to the previous year, but more moderate. So, although the number of people engaging in outdoor activities, going to school or university or going to their offices increased for the third year in a row, the dynamics…

All home insecticides categories witnessed a decline in volume sales in 2023 for the second year in a row. In both years, sales declined due to weather-related issues. In 2023, Argentina went through one of the toughest droughts in its history, which…

The business environment of the home care industry in Argentina was characterised by uncertainty in 2023. During the year, significant macroeconomic and political factors shaped people’s consumption choices.

Although the market volume of the hand dishwashing category in Argentina dropped in 2023, its sales climbed in current value terms. The market volume of hand dishwashing fell for the third year in a row, mainly due to the reduced number of meals…

Bleach sales declined in 2023 for the third year in a row. The category saw sales rocket in 2020 due to the COVID-19 pandemic and fears about infection with the SARS-CoV-2 virus. However, in the following years, bleach sales plummeted due to the…

Aerosol disinfectants are included in the spray/aerosol air fresheners category. These aerosols witnessed an unprecedented boom in sales in 2020 and part of 2021 due to hygiene concerns generated by the COVID-19 crisis. However, in the last two years…

As with home care products in general, cross-border shopping led to a decline in volume sales of toilet care. Although inflation has soared in Argentina, the depreciation rate against the Uruguayan peso has made toilet care products purchased in…

Performance was muted for surface care in 2023, with constant value sales, as well as volume sales, falling slightly. Now that the pandemic is over, there was less cleaning overall. In addition, significant illicit trade also dampened volume sales.

Polishes registered a steep volume fall in 2023, with all segments within polish registering a decline. Increasingly polishes are losing out to products within surface care such as multi-purpose cleaners, which are generally more affordable, as well…

Laundry care registered a fall in volume sales in 2023, as a result of a significant number of consumers crossing the border into Argentina to buy laundry care products. Although inflation has soared in Argentina, the depreciation rate against the…

Home insecticides registered a fall in volume sales in 2023. One of the factors leading to the decline was a severe drought. With minimal rainfall, there was less standing water, which meant less breeding ground for mosquitoes, which in turn reduced…

Though home care registered current value growth, both constant value and volume sales fell. This was partly due to a weakening economy, due to a severe drought. However, the main factor impacting volume sales was cross-border shipping into…

As with home care products in general, cross-border shopping led to a decline in volume sales. Although inflation has soared in Argentina, the depreciation rate against the Uruguayan peso has made dishwashing products purchased in Argentina much…

With the pandemic over, there was less frenzied cleaning, and as such bleach registered a fall in volume sales. That being said, there was a slight increase in constant value sales, due to price rises. Bleach is still a popular cleaning product in…

Air care continued to be a popular product in Uruguay in 2023, though as with other home care products, it was negatively impact by cross-border shopping in Argentina and registered a fall in volume sales. Although inflation has soared in Argentina,…

After relative stagnation during the review period sales of toilet care saw stronger growth in retail volume terms in 2023. With people returning to busier lifestyles there was a renewed demand for products which could help maintain good hygiene in…

Volume growth in toilet care was muted. Two factors led to the muted growth. With the pandemic having passed, there was less frenetic cleaning. In addition, with inflation still being relatively high, consumers traded down as much as possible and…

Toilet care players invest very little in advertising, therefore there is low consumer product awareness. National and foreign brands both compete within the category, but only SC Johnson is actively promoting its new Pato Discos Activos brand. As…

Toilet care products showed moderate growth in retail volumes sales in 2023. Consumers in the Dominican Republic prefer to use rim blocks as these are an affordable product for most demographic group, especially in the face of current inflationary…

Volume growth in toilet care was muted. Two factors led to the muted growth. With the pandemic having passed, there was less frenetic cleaning. In addition, with inflation still being relatively high, consumers traded down as much as possible and…

Toilet care is witnessing further growth in 2023, with sales supported by the adoption of new cleaning habits following the pandemic. The increased usage of specific toilet cleaning products at home has particularly benefited toilet liquid/foam…

Surface care was one of the most dynamic categories within home care in retail volume terms in 2023 with this largely being fuelled by the rapid rise of multi-purpose cleaners. These products are benefiting from their ability to clean a variety of…

While surface care registered double-digit percentage value growth, volume was more muted and was partly supported by continuing population growth. While multi-purpose cleaners continued to account for most value sales, bathroom cleaners were the…

Surface care saw dynamic growth during the COVID-19 pandemic as consumers elevated cleaning routines in their homes, and used products to disinfect them on a regular basis. With the pandemic largely under control and virus concerns reduced,…

In the post-pandemic era, the need to disinfect surfaces at home has subsided considerably, in line with lower fears over the spread of COVID-19. Retail volume sales of home care disinfectants contracted in 2022, followed by moderate growth in 2023,…

Overall, surface care registered muted volume growth in 2023. However, given the diversity of this product area, some products performed better than others. Reckitt Benckiser continued to have a strong lead in surface care, thanks to its wide…

Surface care is recording further growth in Bolivia in 2023. The impact of the pandemic has boosted the adoption and use of task- or room-specific cleaning products, especially bathroom cleaners and limescale removers. Bathroom cleaners have…

Sales of polishes plummeted in retail volume terms in 2020 following the outbreak of COVID-19 with consumer priorities switching to more essential needs. Although the pandemic is now over volume sales remain well below pre-pandemic levels with demand…

Polishes are typically consumed by a relatively small proportion of the population in Guatemala, led by shoe and furniture polishes. These products are not seen as household essentials by most in the country and given the high rates of poverty, these…

Shoe polish, the largest category within polishes, recorded strong double-digit value and volume growth in 2023, with sales driven by the reopening of schools. 2023 was the first year of a full return to in-person classes after pandemic-related…

In 2023, floor polish showed steady growth in retail volume terms. However, this product is increasingly impacted by surface care and floor cleaning alternatives, which claim to polish surfaces as well as providing cleaning and disinfection…

Demand for polishes has remained steady over the review period, as consumers continue to regularly use floor and furniture polish, as part of their cleaning routine. That being said, volume growth was muted, as competing products such as surface care…

Polishes are registering further moderate volume growth in 2023, with sales supported by innovation and the entrance into the market of new brands, both local and imported. Price increases continued throughout the year, albeit at a slower pace,…

Laundry detergents had mixed fortunes in 2023 as Peru faced several challenges. The social conflicts that began at the end of 2022 following the dismissal of former president Pedro Castillo produced numerous production stoppages, which had a negative…

Laundry care registered moderate volume growth, supported by continuing population growth. Local company Industria La Popular continued to lead with its numerous detergent brands, including Ambar, Bex and Espumil. However, there was very little…

Laundry detergents performed well in 2023 thanks to the return to face-to-face school and frequent uniform washing, with stronger value than volume growth due to price increases. The challenging economic environment, political situation and…

In 2023, the Dominican Republic continued to witness increases in retail prices of laundry care products. Although these price rises were less acute than the previous year, consumers still looked for cheaper options. Dominicans, especially in…

Laundry care registered healthy current and constant value growth in 2023, though volume growth was much more muted. Powder detergent continued to be the most popular format, followed by liquid detergent. Liquid detergent, however, registered the…

Laundry care continues to grow in both value and volume terms in 2023, with rising prices, especially in powdered detergents, benefiting value brands, including Chinese brands, Todo Brillo from the local company Industrias Luri, and Uno from Unilever…

Sales of home insecticides received an extra boost in 2023 due to the considerable increase in temperatures throughout Peru, which was linked to the El Niño and Niño Costero phenomena. This phenomena has increased the presence of insects such as…

There were significant price rises for home-insecticides in 2023, and in particular for spray/aerosols, as supply chain disruptions still lingered and this resulted in high current and constant value growth. However, despite significant price…

Ecuador's warm and humid tropical climate, mostly in the coastal and Amazon Regions, is favourable to a diverse range of insects, including mosquitoes, ants, and cockroaches, which are common household pests. Spray/aerosol insecticides provide an…

Household insecticides in the Dominican Republic are dependent on imports to supply domestic demand. The volatility in raw material and logistical costs in recent years has been reflected in the higher retail prices of these products. In 2023,…

There were significant price rises for home-insecticides in 2023, and in particular for spray/aerosols, as supply chain disruptions still lingered and this resulted in high current and constant value growth. However, despite significant price…

Volume sales of home insecticides have seen growth in 2023 following two years of decline due to the influx of contraband products, mainly from Argentina and Brazil, driven by currency fluctuations. In 2023, however, the inflationary context in these…

Sales of home care saw mixed results in 2023 albeit most categories recorded growth in retail volume terms. The rising cost of manufacturing including supplies, packaging and transportation pushed companies to continue raising their prices. The sharp…