There was an increase in the number of multipurpose products on offer in 2018, which was also largely driven by changes within households in the country in recent years. Whereas in previous years it was common for the younger population to live with their families until marriage, and then set up their own households, recently there has been a trend in that younger adults are leaving home to live elsewhere alone or with partners when they can afford to do so, and at a younger age.
That change in living choices, is expected to continue to increase, widening the consumer base and resulting in increased sales of multipurpose products. It may negatively impact some specific surface care products, which consumers have a hard time choosing from amongst what is available.
Home care disinfectants continued to account for the most value and volume sales of surface care in Uruguay in 2018. Despite its maturity this category enjoyed strong volume and especially value growth in 2018.
International companies Electroquímica and Colgate-Palmolive continued to lead surface care value sales in 2018. SC Johnson & Son and Unilever were also amongst the leading players in the category.
Surface care products are widely advertised in different media in the Uruguay. The leading companies tend to advertise their products such as Fabuloso (Colgate-Palmolive) or Mr Músculo and Lysoform (SC Johnson & Son) on TV; Electroquímica advertises Ayudín and Poett continuously.
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This industry report originates from Passport, our Home Care market research database.