Table of Contents
Executive Summary
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- The market
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- Figure 1: Brazilian retail value sales for household hard surface cleaning and care products, 2008-18
- Market drivers
- Increase in population size set to create new opportunities for product innovation
- Growth in internet penetration set to continue
- Companies, brands, and innovation
- New packaging and new varieties/range extensions dominate new product launch activity
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- Figure 2: New product launches in the household hard surface cleaning and care market, % share by launch type, Jan 2009-Nov 2013
- The consumer
- C1 and C2 consumers lead product usage
- Supermarkets are the dominant purchase channel for household cleaners
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- Figure 3: Purchase channel for surface cleaning products, May 2013
- Consumers seek to make a good impression with clean homes
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- Figure 4: General attitudes to housework, May 2013
- High demand for more environmentally friendly cleaning products
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- Figure 5: Consumer attitudes towards household cleaning, May 2013
- What we think
Issues in the Market
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- How can brands in the market better respond to the demand for more environmentally friendly products?
- In what ways can companies better cater to the growing working population?
- Which demographic groups are most important to the market and how can brands better target them?
- How can brands increase interest in specialist cleaners and surface-specific products?
Market Drivers
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- Key points
- Age of population
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- Figure 6: Trends in the age structure of the Brazilian population, 2008-18
- The growing number of consumers aged 55+ creates new opportunities
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- Figure 7: Current living situation, by age group, July 2013
- Over 55s take pleasure in doing housework
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- Figure 8: General lifestyle attitudes, May 2013
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- Figure 9: Examples of product launches designed for older consumers (aged 75+), USA and Japan, 2012-13
- Growth in internet penetration set to continue
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- Figure 10: Number of users with internet accesses in their homes and the workplace, 2009-12
Who’s Innovating?
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- Key points
- New packaging and new varieties/range extensions dominate new launch activity
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- Figure 11: New product launches in the household hard surface cleaning and care market, % share by launch type, Jan 2009-Nov 2013
- Own-label vs branded
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- Figure 12: New product launches in the household cleaning and care market, % share by own-label/branded, Jan 2009-Nov 2013
- Figure 13: Examples of own-label household cleaning and care products launched in Brazil, 2013
- Reckitt Benckiser leads product innovation
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- Figure 14: New product launches, by top five ultimate companies, Dec 2012-Nov 2013
- Figure 15: Examples of hard surface cleaners launched by top five companies, 2013
- Environmentally friendly packaging leads new product claims
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- Figure 16: New product launches, by top 10 claims, 2013
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- Figure 17: Examples of Cif PowerPro Naturals products, UK, 2012
- Floral dominates fragrances
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- Figure 18: New product launches in the household cleaning and care market, % share of top five fragrance component groups and other, 2013
- Figure 19: Examples of products launched by fragrance component category, 2013
Market Size, Forecast and Segment Performance
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- Key points
- Sales by segment
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- Figure 20: Brazilian retail value sales for household hard surface cleaning and care products, by segment, 2012-13
- Slower rate of growth going forward
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- Figure 21: Brazilian retail value sales for household hard surface cleaning and care products, 2008-18
- The future
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- Figure 22: Brazilian retail value sales for household hard surface cleaning and care products, 2008-18
- Forecast methodology
Market Share
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- Key points
- Reckitt Benckiser dominates the household cleaners market
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- Figure 23: Manufacturers’ value shares in household cleaners, 2011-12
- Figure 24: Examples of reformulated/repackaged room-specific cleaners launched by Reckitt Benckiser, 2012
- Solid growth by domestic operators
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- Figure 25: Examples of reformulated products launched by Grupo JBS-Friboi, 2012
- Mixed performance for international operators
Companies and Brands
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- Reckitt Benckiser Group plc.
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- Figure 26: Examples of household cleaning and care products launched by Reckitt Benckiser in Brazil, 2013
- Indústrias Anhembi S.A.
- Colgate-Palmolive Company
- Unilever Plc
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- Figure 27: Examples of household cleaning and care products launched by Unilever in Brazil, 2013
- Bombril S.A.
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- Figure 28: Examples of household cleaning and care products launched by Bombril under the Pratice brand in Brazil, 2013
The Consumer—Usage and Frequency
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- Key points
- Bleaches and disinfectants the most popular household products
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- Figure 29: Frequency of using surface cleaning products, May 2013
- Driving usage of specialist cleaners
- Women are the dominant users cleaning products
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- Figure 30: Frequency of using household cleaning products, by gender, May 2013
- C1 and C2 consumers lead product usage
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- Figure 31: Use of surface cleaning products, by socioeconomic group, May 2013
- Consumers use a wide repertory of products
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- Figure 32: Repertoire of frequency of using surface cleaning products, May 2013
The Consumer – Purchase Channel
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- Key points
- Supermarkets are the dominant purchase channel for household cleaners
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- Figure 33: Purchase channel for surface cleaning products, May 2013
- Place of purchase differs widely depending on region
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- Figure 34: Place of purchase for household cleaners, by region, May 2013
- Consumers with a higher purchasing power favor hypermarkets
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- Figure 35: Purchase channel of household cleaning products, small and medium-sized supermarkets vs hypermarkets, by socioeconomic group, May 2013
- Internet penetration set to grow
The Consumer – General Attitudes towards Housework
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- Key points
- Consumers seek to make a good impression with clean homes
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- Figure 36: General attitudes to housework, May 2013
- C2DEs and higher frequency users the most likely to enjoy cleaning the home
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- Figure 37: Agreement with the statement “I enjoy cleaning the house”, by frequency of using surface cleaning products, May 2013
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- Figure 38: Agreement with the statement “I enjoy cleaning the house”, by socioeconomic group, May 2013
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- Figure 39: Orla Kiely limited edition household cleaning products launched for Method, US, 2012
The Consumer – Attitudes towards Buying Hard Surface Cleaning Products
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- Key points
- High demand for more environmentally friendly cleaning products
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- Figure 40: Consumer attitudes towards household cleaning, May 2013
- Consumers show a high degree of brand loyalty
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- Figure 41: Agreement with attitudinal statements on household cleaning, May 2013
- Consumers prepared to pay more for products with added convenience
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- Figure 42: Examples of wipe cleaning products launched in the Brazilian hard surface cleaning market, 2011-13
- Ability to kill germs important to over eight in 10
Appendix – Market Drivers
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- Figure 43: Trends in the age structure of the Brazilian population, 2008-18
- Figure 44: Current living situation, by age group, July 2013
- Figure 45: Attitudes toward seniors' lifestyle, May 2013
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Appendix – Who’s Innovating?
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- Figure 46: New product launches in the household hard surface cleaning and care market, % share by product sub-category, Jan 2009-Nov 2013
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Appendix – The Consumer – Usage and Frequency
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- Figure 47: Frequency of using surface cleaning products, May 2013
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- Figure 48: Frequency of using surface cleaning products - Bleach/disinfectant, by demographics, May 2013
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- Figure 49: Frequency of using surface cleaning products—multipurpose cleaning products, by demographics, May 2013
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- Figure 50: Frequency of using surface cleaning products - Bath, shower and tile products, by demographics, May°2013
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- Figure 51: Frequency of using surface cleaning products – Kitchen surface cleaning products, by demographics, May 2013
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- Figure 52: Purchase channel, by frequency of using surface cleaning products – multipurpose cleaning products, May 2013
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- Figure 53: Average time spent on main daily activity, by demographics, November 2012
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- Figure 54: Repertoire of frequency of using surface cleaning products, by demographics, May 2013
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Appendix – The Consumer – Purchase Channel
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- Figure 55: Most popular purchase channel, by demographics, May 2013
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- Figure 56: Next most popular purchase channel, by demographics, May 2013
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Appendix – The Consumer – General Attitudes to Housework
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- Figure 57: Most popular general attitudes to housework, by demographics, May 2013
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- Figure 58: Next most popular general attitudes to housework, by demographics, May 2013
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- Figure 59: General attitudes to housework, by frequency of using surface cleaning products – multipurpose cleaning products, May 2013
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- Figure 60: General attitudes to housework, by frequency of using surface cleaning products/bleach/disinfectant, May 2013
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Appendix – The Consumer – Attitudes towards Buying Hard Surface Cleaning Products
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- Figure 61: Consumer attitudes, May 2013
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- Figure 62: Agreement with the statement “Products that kill germs are important to me”, by demographics, May 2013
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- Figure 63: Consumer attitudes, by frequency of using surface cleaning products – bleach/disinfectant, May 2013
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