Latin America

Technological advances in 2024 will continue to reshape consumer behaviour. This annual report explores the top five digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this report’s edition…

Now in its seventh edition, this report explores the top digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this edition touch on topics such as second-hand shopping, community group buying,…

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…

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…

Continuing the trend seen for several years, toilet care continued to record a positive performance in both retail volume and current value terms in 2023, in line with heightened hygiene awareness as a result of the pandemic. Many consumers have…

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 products are seeing a mix of trends according to the different categories. Faced with the sharp rise in costs, companies have been forced to increase retail prices in 2023 and this has curbed demand. Declining volume sales has been seen…

For the second consecutive year, retail volume sales of toilet care registered a contraction in 2023, taking them below pre-pandemic levels. In 2022, volume sales started to decline in response to the ending of restrictions and the resumption of life…

Demand for toilet care continued to rise in 2023, while a marginal easing of inflationary pressures resulted in lower retail value growth compared to the previous year. This continued to be an ongoing topic, nonetheless, as Brazil experienced a…

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…

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…

The COVID-19 pandemic has brought about significant changes in business models and consumer behaviour, as well as altering the ways and the geography many of us live, work, study and play. Understanding what changes will stick after the pandemic…

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.

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…

Surface care maintained solid but slowing retail volume and current value growth in 2023, with increases seen across most categories. Demand was especially driven by specialised products for the kitchen and bathroom, with kitchen and bathroom…

After surface care sales spiked in Latin America in 2020 due to the pandemic, growth slowed in 2021, before slipping into decline in 2022, albeit remaining at higher levels than pre-pandemic. Industry players, retailers and consumers are now…

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…

The COVID-19 pandemic triggered a sharp increase in demand for surface care products, particularly in multipurpose cleaners and home disinfectants. In the following years, retail volumes have receded although total surface care sales remain well…

In 2023, retail volume sales of surface care experienced a significant decline for the third consecutive year, to remain below pre-pandemic levels. The drop in demand can be explained by the waning impact of the pandemic, with Chileans cleaning less…

In 2023, surface care experienced single-digit retail value and volume growth rates. In comparison to the previous year, retail volume growth was marginally higher, supported by the consistent demand for multi-purpose cleaners, bathroom cleaners,…

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…

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…

Social and environmental concerns have grown due to COVID-19 and unstable sociopolitical repercussions in the region. Both lifestyles and purchase decisions have aligned towards taking action to preserve the environment. With consumers and…

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…

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 recorded another year of modest retail volume growth in 2023, with sales returning to the pre-pandemic level, with more significant current value growth. Volume growth was driven largely by shoe polish, supported by the revival of…

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…

Despite the strong price increases witnessed in 2023, shoe polishes performed exceptionally well in retail volume terms, with a full recovery above pre-pandemic levels. This trend has been driven by the full return to face-to-face classes in schools…

In 2023, polishes continued to experience declining retail volume terms, with Chilean consumers losing interest in these kinds of products. Unlike many other categories in home care, polishes is no longer considered essential, and the lack of…

In 2023, polishes recorded low retail value growth, along with negative retail volume sales, whereas in the previous two years, inflation had supported a stronger value performance. This directly relates to the negative performance of floor polish…

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,…

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…

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…

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…

In 2023, laundry care saw a return to growth in volume terms, and higher growth in current value terms. Sales were boosted by the return of pre-pandemic lifestyles. This led to an increase in the frequency of washing clothes, as consumers paid more…

With declines in Mexico and Argentina, two of the biggest markets, as well as many other countries in the region, laundry care in Latin America will see only modest growth in 2020, driven primarily by a strong performance in Brazil. More frequent…

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…

Retail prices of laundry care products continued to experience significant increases in 2023, with double-digit growth rates well above the rate of inflation. The impact of rising prices varied according to category. While volume sales of powdered…