Brazil is an important and strategic market for the home laundry category. During the pandemic, the sector was positively impacted, with consumers aware of the importance of adopting hygiene and protection measures against the new coronavirus’ dissemination. During the COVID-19 outbreak, Brazilians did laundry more frequently, which may increase the demand for formulations that combine cleaning and fabric care. Brazilians show interest in formulations that protect fabrics and extend the lifespan of clothes. Many brands have innovated, seeking inspiration in the cosmetic industry to develop products that look after fabrics, avoiding signs of aging and wear.

Besides fragrance, which is an important attribute when purchasing home laundry products, Brazilians have shown interest in formulations containing safe ingredients for the skin. There is space for brands to develop natural formulations that also offer maximum performance. As for other household care categories, consumers are continuously aware of the sustainable credentials of the brands they consume, creating a favorable scenario for brands to innovate on ecological packaging while offering the best value for money to the consumer.

• COVID-19’s impact on the home laundry routine

• Forecast for the home laundry market post-COVID-19

• Product usage, frequency of use, attitudes and perceptions of different demographic groups

• Product innovation in the home laundry category during and after the pandemic

This Report presents an analysis of the behavior of Brazilians related to home laundry, including washing frequency, products used, attitudes towards clothing care and interest in innovations in the category.

The data presented are based on research conducted with 1,500 Brazilian consumers from different demographic groups, considering retail sales of the following products:

• Laundry detergents (standard and concentrated)

• Powder laundry detergent

• Fabric conditioners and softeners (standard and concentrated)

• Bleach

• Ironing water

This report was finished on October 7, 2020, in a scenario of the gradual reopening of stores and services, with restrictions aiming to reduce the possibility of COVID-19 transmissions in Brazilian cities and states.

On February 4, President Jair Bolsonaro declared a national emergency. The first COVID-19 case was confirmed in Brazil on February 26, 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic. Throughout Brazil, state quarantines were put in place from March to June 2020. After this period, nonessential businesses such as restaurants, beauty salons and shopping malls were reopened with restrictions in different states. Leisure environments (parks, beaches etc) have also resumed their operations with restrictions. The reopening of public and private schools from preschool to higher education in São Paulo state was moved from September to October 7, still maintaining social distancing and hygiene measures. Nevertheless, at the time of writing, these orders remain extremely varied across the country, depending on governors’ evaluations of the pandemic situation and also considering states’ health indicators.