The household hard surface cleaning market has continued to grow in terms of value sales from 2008-13, to R$ 4.5 billion. The market continues to be driven forward by a high level of product usage as consumers strive to maintain a clean and presentable home.

However, a drop in product innovation has seen market growth slow in recent years. Brands operating in the market can look to reignite interest in the market by launching new product innovations that target core consumer concerns, such as the ecological impact of products, the value they offer and the convenience they bring.

This report examines usage of hard surface cleaners in the home, purchase location, shopping behaviour and consumer attitudes towards cleaners that are most likely to shape the future direction of the market.

• Products included are: Multipurpose, floor and window/glass hard surface cleaners; bleaches and disinfectants; bathroom, toilet and shower cleaners and mould removers; scourers, degreasers, and oven kitchen cleaners; furniture polishes and cleaners; other cleaners such as carpet, drainage, furniture, upholstery and metal cleaners.

• Hard surface cleaners—This includes multipurpose, floor and window/glass cleaners.

• Kitchen—This includes scourers, degreasers and oven cleaners.

• Other cleaners and polishes—This includes carpet, drainage, upholstery and metal cleaners.

• Washroom—This includes bathroom, toilet and shower cleaners and mould removers.

Excluded:

• Hardware (unless wipes impregnated with cleaner usually for single use).

• Products for commercial use are excluded.