LAUNDRY CARE IN BRAZIL

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

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 1 Household Possession of Washing Machines 2013-2018

Category Data

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

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

Table 4 Sales of Laundry Aids by Category: Value 2013-2018

Table 5 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 6 Sales of Laundry Detergents by Category: Value 2013-2018

Table 7 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 8 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018

Table 9 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 10 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 11 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 12 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 13 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 14 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 15 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 16 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

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 17 Households 2013-2018

Market Data

Table 18 Sales of Home Care by Category: Value 2013-2018

Table 19 Sales of Home Care by Category: % Value Growth 2013-2018

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

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

Table 22 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 23 Distribution of Home Care by Format: % Value 2013-2018

Table 24 Distribution of Home Care by Format and Category: % Value 2018

Table 25 Forecast Sales of Home Care by Category: Value 2018-2023

Table 26 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Liquid fabric softeners and liquid detergents generated growth within laundry care in 2018. However, given the fragile economic environment, the increasing premiumisation observed in the category has slowed. As more intermediate brands keep abreast with concentrated versions and liquid formats, the trend of trading down to second-tier brands is expanding. In fabric softeners for example, concentrated versions are gradually becoming essential items within laundry care. As such, local players are...

Euromonitor International's Laundry 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: Carpet Cleaners, Fabric Softeners, Laundry Aids, Laundry Detergents.

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

Why buy this report?
* Get a detailed picture of the Laundry 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.