Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Challenges
- Consumers leave nonessential categories and search for cheaper brands
- Consumers are concerned about chemicals and environmental impact
- Opportunities
- Consumers want products that deliver better value and they seek out discounts
- Men’s participation in household chores opens new opportunities
- Sustainability can be explored both in terms of products and packaging
- Fragrance innovations can appeal to consumers
- New formats can help add value to cleaning products
- What we think
The Market – What You Need to Know
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- Aging population generates new packaging demands
- Number of people living alone slightly declines
Market Drivers
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- Women still do most of the household chores, but men’s participation is growing
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- Figure 1: Percentage of people who have done household chores at home, by gender and type of activity, Brazil 2017
- Aging population generates new packaging demands
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- Figure 2: Purchase drivers for household cleaning habits, total and among those aged 55+, May 2018
- Number of people living alone slightly declines
- More than 1,000 Brazilian cities at risk of dengue, zika, and chikungunya outbreak
Key Players – What You Need to Know
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- P&G launches a laundry service to emphasize the attributes of Ariel and Downy products
- There is space for eco-friendly products to grow
Marketing Campaigns and Actions
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- LG is a new player in the Brazilian household cleaning market
- P&G launches a laundry service to emphasize the attributes of Ariel and Downy products
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- Figure 3: Ariel’s laundry service
- Vanish modernizes its image using a “digital” language
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- Figure 4: Vanish Gold talk show – Episode 01
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- Figure 5: Vanish Gold memes
- Veja and Vanish use men as the main characters in their cleaning products ads
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- Figure 6: Veja Multiuso ad
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- Figure 7: Vanish ad
- Omo Sports focuses on sport clothes
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- Figure 8: Omo Sports campaign
- Fofo relaunches product aimed at children with safety seal
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- Figure 9: Fofo Amaciante Cheirinho de Bebê (Laundry Softener)
Who’s Innovating?
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- There is space for eco-friendly products to grow
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- Figure 10: Launches of cleaning products* positioned as “not harmful to the environment,” by top 3 countries and Brazil, 2017
- Innovations in cleaning equipment can appeal to those who no longer rely on professional services
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- Figure 11: Top 5 claims of cleaning equipment, global, 2015-17
The Consumer – What You Need to Know
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- Brazilians are buying fewer air fresheners (eg Glade)
- Greater use of products without chemicals by women opens space for natural ingredients
- Convenient formats can improve the image of stain removers
- Aromatherapy can appeal to consumers who enjoy cleaning the house
- Demand for house detergents that can also be used to wash clothes boosts new multifunctional segment
Household Cleaning Products Purchase
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- Brazilians are buying less air fresheners (eg Glade)
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- Figure 12: Household cleaning products purchase, May 2018
- Multipurpose products can explore the idea of saving time
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- Figure 13: Household cleaning products purchase, May 2018
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- Figure 14: Qboa multipurpose line of products with antidust barrier
- Liquid laundry detergent in a concentrated format combined with softeners will appeal to women
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- Figure 15: Household cleaning products purchase, by gender, May 2018
Behavior toward Household Cleaning Habits
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- Household chores becoming more equally shared
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- Figure 16: Behavior toward household cleaning habits, May 2018
- C and DE consumers have favored cheaper brands due to the recession
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- Figure 17: Behavior toward household cleaning habits, by socioeconomic group, May 2018
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- Figure 18: Molly’s Suds washing up liquid detergent
- AB consumers have favored products that deliver better value for money
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- Figure 19: Behavior toward household cleaning habits, by socioeconomic group, May 2018
- Greater use of products without chemicals by women opens space for natural ingredients
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- Figure 20: Behavior toward household cleaning habits, by gender, May 2018
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- Figure 21: Castelo Alimentos cleaning alcohol vinegar
- Figure 22: Positiv.a multipurpose concentrate
Purchase Drivers for Household Cleaning Habits
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- Fragrances with Brazilian ingredients can add value to laundry softeners
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- Figure 23: Purchase drivers for household cleaning habits, May 2018
- Convenient formats can improve the image of stain removers
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- Figure 24: Electrolux Ultra Clean stain pen
- “No chlorine” bleach has little impact on the purchase decision
Attitudes toward Household Cleaning Habits
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- Aromatherapy can appeal to consumers who enjoy cleaning the house
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- Figure 25: Attitudes toward household cleaning habits, May 2018
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- Figure 26: Bom Ar Air Wick
- Content marketing can help educate consumers about concentrated cleaning products
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- Figure 27: Clorox MyStain app
- Detergents with sustainable packaging appeal to AB consumers
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- Figure 28: Attitudes toward household cleaning habits, by socioeconomic group, May 2018
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- Figure 29: Ecover packaging made with 100% recyclable plastic
- Figure 30: Common Good refill stations
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- Figure 31: Common Good dish detergent glass bottle
Interest in New Products
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- Demand for house detergents that can also be used for washing clothes provide a boost for new multifunctional segment
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- Figure 32: Interest in new products, May 2018
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- Figure 33: UM® multipurpose cleaner
- Sachets of concentrated cleaning products made to be mixed with water can help families with children save money
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- Figure 34: Interest in new products, by children living in the household, May 2018
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- Figure 35: YVY super concentrated laundry washing capsules
- Figure 36: Penalty Sport Cleaner
- Dish detergents with skin benefits appeal to women
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- Figure 37: Interest in new products, by gender, May 2018
Appendix – Abbreviations
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- Abbreviations
Appendix – Correspondence Analysis
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- Methodology
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- Figure 38: Correspondence analysis – Purchase drivers for household cleaning habits, May 2018
- Figure 39: Purchase drivers for household cleaning habits, May 2018
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