Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The consumer
- Family members are participating more in household chores
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- Figure 1: Responsibility for cleaning the home, January 2017
- Multipurpose cleaner, toilet bowl cleaner, and bleach: products used most often
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- Figure 2: Frequency of using household cleaning products, January 2017
- Refreshing aromas in the bathroom appeal to Brazilians
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- Figure 3: Household cleaning habits, January 2017
- Large packs sizes are perceived as cost-effective
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- Figure 4: Purchasing habits, January 2017
- Consumers want products that are gentle on hands
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- Figure 5: Interest in product innovations, January 2017
- What we think
Issues and Insights
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- Promoting cleaning as a mood-enhancing activity
- The facts
- The implications
- Products and services that save time have potential among ABs
- The facts
- The implications
- Addressing antibacterial concerns with natural products
- The facts
- The implications
The Market – What You Need to Know
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- Unemployment is impacting domestic workers
- More people going back to live with parents
- Inflation is slowing down
Market Drivers
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- While the regulation of domestic rights is benefiting workers…
- …unemployment is also impacting them
- Inflation slows down in 2016
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- Figure 6: Extended national consumer price index (Índice Nacional de Preços ao Consumidor Amplo – IPCA), %, 2010-16
- More people going back to live with parents
The Consumer – What You Need to Know
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- Young consumers are sharing cleaning responsibility with others
- Fragranced cleaning products are often used
- Multipurpose cleaners highly used for the floor
- Less water in cleaning tasks
- Lower price retailers gain space
- Antibacterial action could gain more appeal with repellent benefits
- Seniors want laundry products gentle on clothing
Responsibility for Cleaning the Home
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- Family members are participating more in household chores
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- Figure 7: Responsibility for cleaning the home, January 2017
- Women still mainly responsible for household chores
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- Figure 8: Agreement with selected responsibility for cleaning the home, by gender, January 2017
- Young consumers are not the primary cleaner but share responsibility with others
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- Figure 9: Agreement with selected responsibility for cleaning the home, by age groups, January 2017
- Young males are participating in house cleaning
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- Figure 10: Agreement with selected responsibility for cleaning the home, by age groups and gender, January 2017
Frequency of Using Household Cleaning Products
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- Multipurpose cleaner, toilet bowl cleaner and bleach: products used most often
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- Figure 11: Frequency of using household cleaning products, January 2017
- Oven cleaners have the lower penetration of products surveyed
- Fragranced cleaning products are often used…
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- Figure 12: Frequency of using fragranced cleaning products, January 2017
- …as are home fragrance products
Cleaning Habits
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- Refreshing aromas in the bathroom appeal to Brazilians
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- Figure 13: Household cleaning habits, January 2017
- Multipurpose cleaners highly used for the floor
- Less water in cleaning tasks
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- Figure 14: Agreement with “I am using less water when I clean the house now compared to 12 months ago, by socioeconomic group, January 2017
- However adding water to cleaning products is a way to save money
Purchasing Habits
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- Large packs sizes are perceived as cost-effective
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- Figure 15: Purchasing habits, January 2017
- Lower price retailers gain space…
- …as do lower-priced brands
- Middle-class trading down to cheaper laundry products formats
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- Figure 16: Agreement with “I am opting to purchase cheaper formats (eg laundry detergent in powder) to do the laundry, by socioeconomic group, January 2017
- Consumers in the North-East are more open to innovations
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- Figure 17: Agreement with “I often try new products for cleaning the home”, by region, January 2017
- The power to remove dirt/grease is the priority for many consumers
- Antibacterial action could gain more appeal with repellent benefits
Interest in Innovation
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- Consumers want products gentle on hands
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- Figure 18: Interest in product innovations, January 2017
- Seniors want laundry products gentle on clothing
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- Figure 19: Interest in laundry products that are gentle on clothing, by age group, January 2017
- Matching the scent of products is a trend
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- Figure 20: Agreement with selected product innovations, January 2017
- Cleaning products that leave protective layer to repel dirt have potential
Appendix – Abbreviations
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- Abbreviations
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