Surface Care in Latin America

May 2022

Surface care sales spiked in Latin America in 2020, when Coronavirus (COVID-19) first hit the region, with home care disinfectants and all-purpose cleaning wipes in particularly strong demand, as consumers implemented stricter cleaning regimes and heightened hygiene standards. While growth then slowed significantly in 2021, it still remained well above pre-pandemic levels. Positive growth is currently expected for surface care over the forecast period.

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Key Findings

Growth slows in 2021 after the sales spike in 2020

After the sales spike seen in 2020, growth in surface care products in Latin America slowed markedly in value terms in 2021, albeit still remaining in positive territory. Although there were still heightened hygiene concerns among local consumers and some COVID-19 restrictions were still in place or had to be reintroduced, there was no stockpiling of goods in 2021 and some consumers were beginning to relax their stringent home cleaning regimes, not least due to spending less time at home.

New formats becoming popular

Some products have gained greater prominence during the pandemic, including aerosol formats and all-purpose cleaning wipes. These new formats have quickly gained consumers’ attention as they searched for convenient and effective methods of cleaning an entire home – and beyond – more regularly. They were also boosted by new cleaning routines, for example in the car, after leaving work, or disinfecting shoes.

E-commerce makes strong gains during the pandemic

Although it still remains a relatively small channel, e-commerce recorded strong growth across the region in 2020, with consumers isolated at home and concerned about spending time in store-based retailers with the COVID-19 virus in circulation. While the regional share then dipped slightly in 2021, it still remains well above pre-pandemic levels. Nevertheless, the online sales share will likely remain relatively limited, given most surface care products are easy to pick up when doing a one-stop shop in a modern grocery retailer.

Positive growth expected in the forecast period

Surface care is expected to see positive growth rates over the forecast period, with a fair proportion of consumers likely to maintain higher hygiene and cleanliness levels in the post-pandemic period.

Scope
Key findings
Latin America records a weak historic period CAGR
Surface care will continue to record positive growth over 2021-2026
Mexico adds the most new sales over 2016-2021
Major sales spikes for home care disinfectants and all-purpose wipes
Cleaning products receive a boost to sales through the pandemic in 2020
Disinfection a key claim with the presence of COVID-19
Modern grocery retailers dominate surface care sales
Strong growth for e-commerce during the pandemic
Top five players account for at least 50% of sales in all markets
Multinationals lead the way in Latin American surface care
All but Clorox generate their greatest sales in Brazil or Mexico
Cif/Jif moves up the rankings into third place in 2021
Positive annual growth rates expected throughout the forecast period
Multi-purpose cleaners to add most new sales, but wipes more dynamic
Stronger volume than value growth expected in 2021-2026
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Bolivia: Market Context
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Brazil: Market Context
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Chile: Market Context
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Colombia: Market Context
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Costa Rica: Market Context
Costa Rica: Competitive and Retail Landscape
Dominican Republic: Market Context
Dominican Republic: Competitive and Retail Landscape
Norway: Market Context
Norway: Competitive and Retail Landscape
Guatemala: Market Context
Guatemala: Competitive and Retail Landscape
Mexico: Market Context
Mexico: Competitive and Retail Landscape
Peru: Market Context
Peru: Competitive and Retail Landscape
Uruguay: Market Context
Uruguay: Competitive and Retail Landscape

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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