2018 was characterised by reduced consumer spending on more commoditised consumer goods such as home care. However, surface care continued to grow.
Some categories can be favoured by Brazilians’ misconception in regard to the recommended use of each product. Home care disinfectants is an unfavourably misunderstood category, as consumers misuse these products.
Given the trend for reduced space in new households, especially in the biggest cities of Sao Paulo and Rio de Janeiro, and the ever-increasing legion of single millennials living alone, convenience-driven products are proliferating. Surface care in Brazil has many different brands, categories and specific types.
Veja from Reckitt Benckiser remains the leading brand thanks to its strong performance in categories such as multipurposed cleaners, despite cost-benefits being more keenly sought by consumers, allowing intermediate brands such as Uau from Cera Ingleza Indústria e Comércio Ltda gain share. Veja’s long-standing and robust presence in most surface care categories would be to Reckitt Benckiser’s advantage should it decide to enter fast-growing categories such as scouring agents, which is collectively dominated by Unilever, with Cif, and Bombril SA, with Radium.
Besides its leading position in scouring agents, Unilever has generated buzz over an expansion of its laundry care brand Omo. Its surface care range is called Omo Pisos and it is positioned initially as a more concentrated disinfectant as well as offering an important property in standard floor cleaners – fragrance.
Local manufacturers are also well positioned in some categories such as standard floor cleaners and home care disinfectants. K & M Indústria Química Ltda is a crystal-clear example through its Casa & Perfume brand, which is synonymous with standard floor cleaners.
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This industry report originates from Passport, our Home Care market research database.