Table of Contents
Executive Summary
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- Market overview
- COVID-19 impact on the home laundry category
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- Figure 1: Expected COVID-19 impact on short, medium and longer terms for the home laundry category, October 2020
- The impact so far
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- Figure 2: New powder laundry detergent with proven results against SARS-Cov-2
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- Figure 3: Comfort promotes its products on social networks and launches a new anti-aging treatment for clothing
- Short and medium term (October 2020-December 2021)
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- Figure 4: Antiseptic sprays from Visto.bio in partnership with Farm and NK Store
- Long term (2022-25)
- Mintel Trend Drivers
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- Figure 5: Mintel Trend Drivers
- Challenges
- Women aged 35+ want products with proven disinfectant properties between washes
- When classes resume, parents will look for laundry detergents that can disinfect and are safe for sensitive skin
- Concentrated fabric softener users seek safe formulas for sensitive skin
- Opportunities
- Concentrated laundry detergents and fabric softeners could increase usage among DE Brazilians with versions that allow dilution at home
- Consumers with children are a potential target audience for more natural versions of laundry detergents
- Brands can grab students’ attention by developing formulations with skin benefits
Market Drivers
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- According to ABIPLA, the home cleaning products market has grown 23% in 2019, with a 3% growth forecast for 2020
- Brazilians increase laundry frequency to contain COVID-19 virus spread
- Record unemployment rate reaches 13.8%
- Brazil enters technical recession, with a 9.7% GDP retraction
Key Players – What you need to know
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- The home laundry category sees innovations focused on natural ingredients and sustainability
- Omo and Ariel reinforce the importance of the collective during the pandemic, using social networks as essential tools to interact with consumers
- The pandemic increased the search for bactericidal and sustainable solutions for home laundry care
- Positiv.a stands out in Brazil by offering sustainable solutions for household care
Market Share
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- Unilever keeps leadership in the category, while national manufacturers invest in natural solutions inspired by the cosmetic industry
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- Figure 6: Leading companies’ retail sales share of home laundry products, by value – Brazil, 2018-19
Marketing Campaigns and Actions
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- Omo reinforces the power of the collective with “O Poder do SOMOS” campaign
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- Figure 7: Tatá Werneck tells the NGO Amigos do Reino story, Brazil, September 2020
- Dona Hermínia is Downy’s new brand ambassador
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- Figure 8: Por que Downy? featuring Dona Hermínia, Brazil, September 2020
- Ypê performs marketing action with Globo’s É de Casa TV show
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- Figure 9: A Vida Pede Ypê – Brazil, August 2020
- Comfort invites followers to share experiences on TikTok
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- Figure 10: Comfort’s challenge #VidaLongaÀsRoupasCheck! On TikTok
- Figure 11: Fernanda Paes Leme posted the challenge #VidaLongaÀsRoupasCheck!
- Unilever enters laundromat segment
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- Figure 12: Omo Lavanderia in Campo Belo neighborhood in São Paulo
- Vanish promotes benefits of its stain remover on social networks
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- Figure 13: Vanish invites influencers for the four-outfit 60-day challenge
- Ariel and Magazine Luiza launched a campaign on social networks to promote Ariel Expert
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- Figure 14: Marketing action between Ariel and Magazine Luiza on Instagram
- Ariel expands #PoderDoCompartilhar and washes clothes in its own laundromats
- Ariel and Downy promote live events with artists to encourage followers to stay home during the pandemic
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- Figure 15: Michel Teló was one of the artists that participated in live events sponsored by Ariel and Downy
- Figure 16: Valentine’s Live by Ariel and Downy
- Ariel Home Cup proposes democratization of household chores
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- Figure 17: Ariel Home Cup – Quarters and Finals in Curitiba – Brazil, July 2020
- Comfort changes Roupa Nova’s name
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- Figure 18: Roupa Nova announces the change of the band’s name
- Figure 19: Roupa Nova reveals the campaign with Comfort
Who’s Innovating?
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- Sprays for clothes can be useful to the new clothing disinfection routine
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- Figure 20: Total launches of fabric fresheners with antibacterial claim, by top five regions – 2018-20
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- Figure 21: Fabric fresheners with antibacterial claims
- Home laundry brands can explore environmental claims through packaging
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- Figure 22: Total launches of home laundry products with claim “ethical – environmentally friendly package,” by top five regions – 2017-19
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- Figure 23: New laundry detergent reusable packaging from Procter & Gamble and Unilever’s partnership with Loop
Case Study
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- Positiv.a startup grows in Brazil by offering safe and sustainable household cleaning solutions
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- Figure 24: Positiv.a’s home laundry products
The Consumer – What You Need to Know
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- Brands could develop unique solutions focused on hygiene and safety for pet owners
- During the pandemic, Generation Z consumers are worried about their wellbeing, while parents with children in the home want convenience in the home laundry routine
- Bleaches can communicate fabric care, while ironing water can help men
- Bar laundry soap brands can invest in varieties that protect fabrics, while ironing water brands can offer relaxing scents
- Disinfection becomes a desirable attribute in liquid laundry detergents, while fragrance-free versions can please consumers who wash and dry bed and bath linens
- Fragrance is a decisive attribute when buying fabric softeners, but brands can differentiate themselves by making ironing easier
- Powder laundry detergents can invest in versions suitable for delicate fabrics, while brands would do well to support male consumers
- The cosmetic industry can inspire innovations to home laundry
Pet ownership
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- Washing machine cleaning products may be of interest to pet owners of the AB socioeconomic group
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- Figure 25: Pet ownership, by socioeconomic groups, Brazil, June 2020
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- Figure 26: Washing machine cleaners
- Safe formulations for sensitive skin can attract pet owners
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- Figure 27: Most important attributes for laundry detergents by pet ownership, Brazil, June 2020
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- Figure 28: Powder laundry detergents for sensitive skin
Laundry responsibility
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- Powder laundry detergent brands can offer wellbeing to Gen Z with attractive fragrances
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- Figure 29: Laundry responsibility, by generation, Brazil, June 2020
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- Figure 30: Powder laundry detergents with fragrances
- Convenience is an important attribute for parents who share laundry responsibility
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- Figure 31: Laundry responsibility, by parental status (presence of children under 18) by gender, Brazil, June 2020
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- Figure 32: Concentrated laundry liquid detergents offering convenience
- Rinse-free disinfectants for fabrics may be an option for women who are solely responsible for doing laundry
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- Figure 33: Laundry responsibility, by gender and age, Brazil, June 2020
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- Figure 34: Fabric disinfectant sprays with disinfectant and antibacterial action
Laundry Frequency
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- Bleaches that prolong the life of fabrics may interest consumers who do laundry weekly
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- Figure 35: Laundry frequency, Brazil, June 2020
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- Figure 36: Bleach products that aim to extend fabrics’ lifespans
- Sprays that smooth away wrinkles can be handy for the daily routine of men aged 25-34
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- Figure 37: Laundry frequency, by gender and age, Brazil, June 2020
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- Figure 38: Products that smooth away wrinkles without ironing
- Detergents face the challenge to offer disinfectant compositions suitable for sensitive skin
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- Figure 39: Laundry frequency, by gender and age, Brazil, June 2020
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- Figure 40: Laundry liquid detergents with disinfectant properties suitable for washing children’s clothes and for sensitive skin
Purchase of Fabric Care Products
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- Brazilians from the DE socioeconomic group are the ones that most dilute concentrated products at home to make them last longer and save money
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- Figure 41: Purchase of fabric care products, by socioeconomic group, Brazil, June 2020
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- Figure 42: Omo advertising for its concentrated laundry liquid detergent, Brazil, November 2019
- Figure 43: Concentrated laundry liquid detergent Omo 1 + 1 Lavagem Perfeita, Brazil, November 2019
- Consumers living in the Northeast, the primary users of bar laundry soap, may be interested in fabric color preservation
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- Figure 44: Purchase of fabric care products, by region, Brazil, June 2020
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- Figure 45: Bar laundry soap products for fabric color preservation and stain removal power
- Ironing water can provide a feeling of comfort with aromatherapy-inspired fragrances
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- Figure 46: Purchase of fabric care products by laundry routines, Brazil, June 2020
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- Figure 47: Ironing water products with aromatherapy-inspired fragrances
Most Important Attributes for Laundry Detergents
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- Laundry detergent brands can increase usage by including disinfectant action in formulations
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- Figure 48: TURF analysis – Most important attributes for laundry detergents, Brazil, June 2020
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- Figure 49: Laundry detergent with disinfectant properties
- Parents show interest in natural stain removal power
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- Figure 50: Most important attributes for laundry detergents, by parental status (presence of children under 18), Brazil, June 2020
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- Figure 51: Laundry capsules with natural ingredients and a high stain removal power
- Fragrance-free laundry products can attract consumers who wash and dry bedding and bath towels
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- Figure 52: Most important attributes for laundry detergents by laundry routines, Brazil, June 2020
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- Figure 53: Fragrance-free powder laundry detergent
Most Important Attributes for Fabric Softeners
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- Fragrance and duration are decisive attributes when purchasing fabric softeners
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- Figure 54: TURF analysis – Most important attributes for fabric softeners, Brazil, June 2020
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- Figure 55: Fabric softeners with long-lasting scent/fragrances that make ironing easier
- Consumers who use concentrated versions are the ones who are most interested in safe formulations for sensitive skins
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- Figure 56: Most important attributes for fabric softeners by purchase of fabric care products, Brazil, June 2020
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- Figure 57: Concentrated fabric softeners suitable for sensitive skin
Laundry Routines
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- There is an opportunity to develop exclusive powder laundry detergents for delicate clothing
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- Figure 58: Laundry routines, Brazil, June 2020
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- Figure 59: Powder laundry detergents suitable for delicate fabrics
- Brands have the opportunity for more direct communication with male consumers
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- Figure 60: Laundry routines, by gender, Brazil, June 2020
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- Figure 61: Skip promotes its clothing care products on Instagram
Attitudes toward Laundry and Fabric Care Products
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- Brands can find inspiration in the cosmetic industry to offer products that extend clothes’ durability
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- Figure 62: Attitudes towards laundry and fabric care products, by gender and age, Brazil, June 2020
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- Figure 63: Dry wash sprays and home laundry detergent with micellar technology
- Students with sensitive skin show interest in products that offer benefits to the skin and the planet
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- Figure 64: Attitudes towards laundry and fabric care products, by student and working status, Brazil, June 2020
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- Figure 65: Laundry detergents with benefits for the skin and the planet
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Market Share
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- Market Size
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- Figure 66: Retail sales of home laundry products, by value – Brazil, 2014-20
- Market Share
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- Figure 67: Leading companies’ retail sales share of home laundry products, by value – Brazil, 2018-19
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