HOME CARE IN BRAZIL

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

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 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Habitual Usage and A Wider Variety of Products Will Drive Steep Growth

Retailers Are Perceiving Air Fresheners As A Way To Add More Value

Car Air Fresheners Is Witnessing More Innovation

Competitive Landscape

Ceras Johnson and Reckitt Benckiser Dominate Collectively in More Traditional Categories

Car Air Fresheners Sees A Substantial Increase in Competition

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Weak Economic Recovery Favours Volume Growth of Cost-conscious Category Bleach

Cost Benefit Is the Key Attribute in Sustaining Sales

Innovation Emerges But Cost Is A Roadblock To Increasing Penetration

Competitive Landscape

Local Players Are Predominant in Bleach and Expected To Remain Solid in the Category

Low Differentiation Allows Regional Players To Compete

Amid Growth in Internet Retailing, Bleach Is Not Prioritised for Online Sale

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Aggressive Competition Forces Value Sales Down

Incremental Innovation Is Being Seen

Low Penetration of Automatic Dishwashers Inhibits Consumption of Automatic Dishwashing Products

Competitive Landscape

Fierce Competition Is Expected To Strengthen With Unilever Brasil Ltda's Return

Regional Brands and Private Label Account for A Quarter of Total Value Sales

Except for Bombril, Local Players Are Not Heading Towards Automatic Dishwashing

Category Indicators

Table 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Seasonal Demand Makes Promotion Less Effective

Exogenous Factors Do Not Support Sales Growth in 2018

Electric Insecticides Rebounds Despite A Sluggish Economic Recovery

Competitive Landscape

Reckitt Benckiser and Ceras Johnson Maintain Their Dominant Positions

Weak Demand Does Not Draw Any Interest in Private Label Initiatives

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Cautious Consumption Inhibits Sales

More Consumer Education Regarding Concentrated Versions Is Needed

Baby Laundry Care Gains Traction As New Added-value Claims Are Made

Competitive Landscape

Unilever Brasil Ltda Maintains Its Leadership Supported by Tier-two Brands

Manufacturers Keep Providing Added-value Products

Niches Being Well Explored by Local Manufacturers

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018

Table 46 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 47 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 48 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 49 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 50 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 51 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 52 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Floor Polish and Furniture Polish Value Sales Fall

New Generation of Consumers Misunderstands the Concept of Polishes

Shoe Polish Grows Organically As Footwear Continues Its Upward Trend

Competitive Landscape

Local Manufacturers Continue To Dominate Polishes

Good Prospects for Shoe Polish Encourage the Return of Strong Players

Private Label Activity in Polishes Is Weak in Major Grocery Retailers

Category Data

Table 54 Sales of Polishes by Category: Value 2013-2018

Table 55 Sales of Polishes by Category: % Value Growth 2013-2018

Table 56 NBO Company Shares of Polishes: % Value 2014-2018

Table 57 LBN Brand Shares of Polishes: % Value 2015-2018

Table 58 Forecast Sales of Polishes by Category: Value 2018-2023

Table 59 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

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 60 Sales of Surface Care by Category: Value 2013-2018

Table 61 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 62 NBO Company Shares of Surface Care: % Value 2014-2018

Table 63 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 64 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 65 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Weak Economic Rebound Has Inhibited the Growth in Toilet Care

Rim Blocks Category Spans New Formats

Innovation Does Not Change the Predominance of Lavender But Opens New Frontiers

Competitive Landscape

Ceras Johnson and Reckitt Benckiser Face More Competition

Local Players Are Fuelling Sales Further Through A Cost-benefit Strategy

Category Data

Table 66 Sales of Toilet Care by Category: Value 2013-2018

Table 67 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 68 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 69 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 70 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 71 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

The economic and political uncertainties that characterised 2018, accompanied by one-time events such as the trucker strike that paralysed Brazil for two weeks, harmed the more optimistic predictions in the beginning of the year. The underlying factors that adversely affect consumption remain – high unemployment rate and tight disposable income. This situation has impacted one of the most price-sensitive industries home care, which has translated into a negative overall performance by the market...

Euromonitor International's Home Care in Brazil market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2023 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.