Table of Content

Home Care in Brazil
Euromonitor International
January 2022

List Of Contents And Tables

HOME CARE IN BRAZIL
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN BRAZIL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Reduced frequency of laundry care in 2021
Major players invest in new launches
Dollar overvaluation impacts products’ final pricing
PROSPECTS AND OPPORTUNITIES
Laundry care continues to gain space within e-commerce
Greater investment in product packaging
Brands as social influencers
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2016-2021
Table 19 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 20 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 21 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 22 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 23 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 25 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN BRAZIL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fewer consumers isolating at home slows demand for dishwashing
High exchange rates and input prices highlight inflation
Disinfecting claims within hand dishwashing
PROSPECTS AND OPPORTUNITIES
Marketing campaigns focus on new consumers
Product launches promote sustainability and higher quality
High inflation as a driver for alternative distribution channels
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2016-2021
Table 29 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 30 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 31 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 32 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN BRAZIL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Easing of pandemic-related concerns slows demand for surface care
Attractive fragrances to influence consumers’ feeling of wellbeing
Currency movements influence value performance
PROSPECTS AND OPPORTUNITIES
New formats as convenient options in the future
Packaging claims remain in the spotlight
Multi-purpose cleaners offer convenient option
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2016-2021
Table 35 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 38 NBO Company Shares of Surface Care: % Value 2017-2021
Table 39 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 42 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN BRAZIL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Greater consumer confidence slows demand for bleach in 2021
Inflation squeezes consumers’ wallets
Macroeconomic framework affects overall demand
PROSPECTS AND OPPORTUNITIES
Stable demand for bleach predicted over the forecast period
Assertive digital marketing strategies
Scented products can expand category
CATEGORY DATA
Table 44 Sales of Bleach: Value 2016-2021
Table 45 Sales of Bleach: % Value Growth 2016-2021
Table 46 NBO Company Shares of Bleach: % Value 2017-2021
Table 47 LBN Brand Shares of Bleach: % Value 2018-2021
Table 48 Forecast Sales of Bleach: Value 2021-2026
Table 49 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN BRAZIL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Less frequent cleaning slows demand for toilet care in 2021
Supply chain disruptions directly affect consumers
Rise in demand for substitute products for the bathroom
PROSPECTS AND OPPORTUNITIES
SC Johnson offers additional fragrances to its portfolio
Reckitt Benckiser launches Harpic’s new packaging
High inflation impacts purchasing behaviour
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2016-2021
Table 51 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 52 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 53 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 54 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN BRAZIL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Category’s value growth driven by inflation
Claims of disinfection lacking within polishes
Macroeconomic shifts affect final prices
PROSPECTS AND OPPORTUNITIES
Floor trends as a negative driver
E-commerce brings opportunities
Innovation needed over the forecast period
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2016-2021
Table 57 Sales of Polishes by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Polishes: % Value 2017-2021
Table 59 LBN Brand Shares of Polishes: % Value 2018-2021
Table 60 Forecast Sales of Polishes by Category: Value 2021-2026
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN BRAZIL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Changing consumer demands after home seclusion
Greater mobility positively impacts demand for car air fresheners in 2021
Greater competitiveness within odour neutralisers
PROSPECTS AND OPPORTUNITIES
Aromatherapy has potential as growth driver
Sustainability features influence odour neutralisers
Marketing campaigns highlight comfort in the home
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2016-2021
Table 63 Sales of Air Care by Category: % Value Growth 2016-2021
Table 64 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 65 NBO Company Shares of Air Care: % Value 2017-2021
Table 66 LBN Brand Shares of Air Care: % Value 2018-2021
Table 67 Forecast Sales of Air Care by Category: Value 2021-2026
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN BRAZIL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Further positive performance for home insecticides in 2021
Higher production costs influence rising prices
Increasing price sensitivity influences discounting strategies by retailers
PROSPECTS AND OPPORTUNITIES
High concerns regarding disease transmission
Reckitt Benckiser introduces innovation to its portfolio
Lack of sanitation as a market driver
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2016-2021
Table 70 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 72 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 73 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 74 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026