The economic difficulties Brazil has experienced in recent years have affected consumer behavior. Brazilians, in general, have demonstrated greater concern about price while still looking for quality products. Money-saving formats such as refillable packaging, for example, have gained space, as they allow consumers to buy their favorite brands at an affordable price.

Supermarkets’ private label brands, which are usually cheaper than traditional ones, have also benefited from the current economic scenario. Consumers who started to buy private label cleaning products during the recession have realized these items have good quality and therefore should keep buying them.

In addition, brands and companies need to adapt to new rules and demands in terms of sustainability. The State of Rio de Janeiro, for example, has banned the use of microplastics in cleaning products, and other states should follow, which means the industry needs to develop new formulations.

This Report examines consumer attitudes and behaviors toward household cleaning. All products used to clean the home are covered, including hard surface cleaning products, toilet care products, dishwashing products, home laundry products and cleaning equipment.