COVID-19 has had an overall positive impact for consumer expenditure on laundry care products. If on the one hand home seclusion kept consumers from using more clothes, every outing resulted in a wash when coming back home.
As a result of the economic crisis due to COVID-19, local currency devalued by more than 40% in 2020. Even though this favours exports, most industries, including laundry care, rely on raw material imports for production.
Sanitisation was a major concern during 2020 for consumers as the COVID-19 pandemic required active preservation of hygiene and health standards from consumers. Therefore, it did not take much time for this to be reinforced somehow by laundry care manufacturers through products with sanitising claims.
The growing chemophobia trend that laundry care had been suffering was mitigated due to COVID-19, when consumers searched for options that would eliminate viruses and bacteria. Nevertheless, sustainable and plant-based products were launched in the market aiming to address consumer concerns regarding the environment and that were exacerbated during the pandemic.
In previous years, there had already been a movement towards garment protection, which included increasing the longevity of clothes, proper fibre care and enhancement of colours. Even though this was an important theme before the pandemic, with COVID-19 consumers started paying more attention to home care products they used and for laundry care this was reflected in a higher concern for clothing conservation.
Within the context of garment protection are launches that take consumer skin care into account. This trend started to gain ground as hypoallergenic and micellar protection products entered the market.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Laundry Care research and analysis database.
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