Executive Summary

Feb 2019
PROSPECTS
Amid a negative home care performance, surface care posts positive results

2018 was characterised by reduced consumer spending on more commoditised consumer goods such as home care. However, surface care continued to grow.

Consumers’ continued lack understanding can pose upsides and downsides

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.

Shrinking household space favours multipurpose surface care ranges

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.

COMPETITIVE LANDSCAPE
Reckitt Benckiser’s prominence continues but competition is strengthening

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.

Unilever relies on unexplored categories in 2018

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 players consolidate their presence in certain categories

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.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Surface Care in Brazil

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Brazil 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 Surface Care industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Brazil 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 Surface Care in Brazil?
  • What are the major brands in Brazil?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes market?

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.

Surface Care in Brazil - Category analysis

HEADLINES

PROSPECTS

Amid a negative home care performance, surface care posts positive results
Consumers’ continued lack understanding can pose upsides and downsides
Shrinking household space favours multipurpose surface care ranges

COMPETITIVE LANDSCAPE

Reckitt Benckiser’s prominence continues but competition is strengthening
Unilever relies on unexplored categories in 2018
Local players consolidate their presence in certain categories

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Surface Care: % Value 2014-2018
Table 4 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 5 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 6 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Brazil - Industry Overview

EXECUTIVE SUMMARY

High price-elasticity in home care is stretched as result of frugality
Amid rationalisation in purchasing, more added-value products gain ground
The gap between multinationals and local players shrinks
Knowledge of Brazilians’ sensorial identity is a way of adding value
The outlook is positive as faster innovation pace is linked with market maturity

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources