Table of Content

Home Care in Argentina
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Laundry aids see weaker growth in 2020
Liquid detergents continue to outperform powder versions
Lack of knowledge of correct dosing limits concentrated versions
RECOVERY AND OPPORTUNITIES
Combined ability to save money and environment key to success
Category set to recover in post-pandemic environment
Tier-2 brands to be most affected as trends polarise the category
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Dishwashing benefits from home seclusion
Duopoly plays against automatic dishwashing
Unilever and P&G dominate the hand dishwashing category
RECOVERY AND OPPORTUNITIES
Positive outlook for concentrated hand dishwashing detergents once economic crisis eases
Brands will continue focusing on environmental issues
Lower water consumption and washing at higher temperatures play in favour of automatic dishwashing
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Disinfection in demand above all other attributes
Other non-disinfecting surface care categories gained strength during the pandemic
Unilever, SC Johnson, Reckitt Benckiser and Clorox focus on different segments
RECOVERY AND OPPORTUNITIES
Disinfection to be key driver of surface care
Brands escape from identifying as specific floor cleaners
Refill packs to continue consolidation
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Bleach climbs to top of home care products list
Ayud?n synonymous with bleach in Argentina
Bleach less popular among younger generations
RECOVERY AND OPPORTUNITIES
Pandemic gives new opportunity to bleach
Ease of production creates new competitors, including small informal manufacturers
Innovation crucial to sustaining current impulse
CATEGORY DATA
Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Category benefits from COVID-19 outbreak
Rim blocks account for bulk of category value
SC Johnson and Clorox control toilet care
RECOVERY AND OPPORTUNITIES
Toilet care offer most positive outlook among surface-specific categories
In-cistern devices to consolidate strong growth seen in recent years
Disinfection power most important factor, scent likely to be key attribute
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Floor polish sees some benefit from COVID-19, other categories suffer
Demand for shoe polish impacted as consumers stay home
Lack of competition among polish categories
RECOVERY AND OPPORTUNITIES
Polishes set to return to pre-pandemic decline
Furniture polish to see better-than-average performance
Declining demand to result in lack of investment
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Brands focus on fragrance given lack of COVID-19 benefits
Reduced vehicle use hits car air fresheners
Glade consolidates lead, private labels make gains
RECOVERY AND OPPORTUNITIES
Spray/aerosol air fresheners to remain most popular
Electric air fresheners to see weakest performance
Harper?s to continue gaining share
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 distracts consumers from mosquito-borne diseases
Local production insulates spray/aerosol products from price increases
SC Johnson dominates, but opportunities remain for smaller players
RECOVERY AND OPPORTUNITIES
Preventative health strategies will drive some categories
Spray/aerosols to lose ground against other formats
Private label and cheaper brands set to gain strength
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025