Table of Contents
Executive Summary
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- Challenges
- Cleaning products face restrictions due to their environmental impact
- Brazilians find it difficult to identify eco-friendly attributes
- Opportunities
- Refillable packaging should bet on diversification
- Private label cleaning products have space to grow
- There is space for pet-safe cleaning products
- What we think
Market Drivers
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- Brazilians who have pets are more likely to use certain products
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- Figure 1: Pet population - Brazil, 2013
- Rio de Janeiro bans microplastics in cleaning products
- Aedes aegypti mosquito continues to be a threat in the country
- The high rate of asthma raises the issue of household pollution
Key Players – What You Need to Know
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- SC Johnson expands its transparency program
- Private label is a growing trend in the market
- SBP insecticide creates a movement to fight dengue
Marketing Campaigns and Actions
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- Downy launches sportswear softener to attract men
- SC Johnson expands its transparency program
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- Figure 2: SC Johnson products
- Finish and Brastemp promotes campaing for the World Water Day
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- Figure 3: Dishwashers in the household – Brazil, March 2019
- Comfort opens a pop-up store and gives fashion advice
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- Figure 4: Ação Comfort and Help to Dress
Who’s Innovating?
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- Dish detergents can explore refillable packaging
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- Figure 5: Launches of products with “refill” pack in the categories of dishwashing, hard surfaces cleaning, sanitary cleaning, pest control, clothing care and air freshener – Brazil, 2014-2018
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- Figure 6: Dawn Dish Detergent with “Air Assist” technology
- Private label is a growing trend in the market
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- Figure 8: Launches of products in the categories of cleaning tools, dishwashing, hard surfaces cleaning, sanitary cleaning, pest control, clothing care and air fresheners – Brazil, 2018
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- Figure 9: Ecoville franchise model
Case Studies
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- Pril develops a “one drop” bottle to highlight its efficiency
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- Figure 10: Pril One-Drop
- Figure 11: Pril One-Drop
- SBP insecticide creates a movement to fight dengue
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- Figure 12: SBP campaign
The Consumer – What You Need to Know
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- Most households in Brazil have pets
- Sustainable toilet blocks can boost consumption
- Brazilians use laundry washing powder to clean the floor
- Consumers are buying products in refillable packaging
- Long-lasting fragrance is more important for consumers
- People who live alone prefer products that deliver instant results
- Cleaning supplies that preserve good bacteria attract AB consumers
- Cleaning products in foam format appeal to new generations
Pets in the Household
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- Most households in Brazil have pets
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- Figure 13: Pets in the household – Brazil, March 2019
Use of Household Cleaning Products
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- Sustainable toilet blocks can boost consumption
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- Figure 14: Use of household cleaning products – Brazil, March 2019
- Liquid laundry detergent can appeal to men aged 35+
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- Figure 15: Use of household cleaning products, by gender and age group – Brazil, March 2019
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- Figure 16: H&M Take Care project
Use of Household Cleaning Products According to the Type of Cleaning
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- Brazilians use laundry washing powder to clean the floor
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- Figure 17: Use of household cleaning products according to the type of cleaning – Brazil, March 2019
Attitudes toward Household Housecleaning Habits
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- Consumers are buying products in refillable packaging
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- Figure 18: Attitudes toward household housecleaning habits – Brazil, March 2019
- Brazilians who buy private label cleaning products agree these items are just as effective as the name brand ones
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- Figure 19: Attitudes toward household housecleaning habits, CHAID analysis – Brazil, March 2019
- Purchase of cleaning products online is two times bigger in households with pets
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- Figure 20: Attitudes toward household housecleaning habits, by pets in the household – Brazil, March 2019
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- Figure 21: Pet Love app
Most Desired Attributes in Fabric Care Products
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- Long-lasting fragrance is more important for consumers
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- Figure 22: Most desired attributes in fabric care products – Brazil, March 2019
Most Desired Attributes in Household Cleaning Products, Excluding Fabric Care Products
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- Brazilians find it difficult to identify eco-friendly attributes
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- Figure 23: Most desired attributes in household cleaning products, excluding fabric care products – Brazil, March 2019
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- Figure 24: Further candle
- People who live alone prefer products that deliver instant results
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- Figure 25: Most desired attributes in household cleaning products, excluding fabric care products, by living status – Brazil, March 2019
Behaviors toward Household Cleaning Habits
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- Anti-stain wipes have space to grow
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- Figure 26: Behaviors toward household cleaning habits – Brazil, March 2019
- Softeners can partner with brands for kids
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- Figure 27: Behaviors toward household cleaning habits, by children living in the household – Brazil, March 2019
- Cleaning supplies that preserve good bacteria attract AB consumers
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- Figure 28: Behaviors toward household cleaning habits, by socioeconomic group – Brazil, March 2019
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- Figure 29: Counter Culture
Opinions toward Household Cleaning Habits
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- Brands can engage with consumers online saying a clean home is essential to make a good impression
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- Figure 30: Opinions toward household cleaning habits – Brazil, March 2019
- Laundry washing powder can stop using paper box
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- Figure 31: Omo Multiação
- Cleaning products in foam format appeal to new generations
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- Figure 32: Opinions toward household cleaning habits - Brazil, March 2019
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- Figure 33: Kaboom Cleaner
Appendix – Abbreviations
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- Abbreviations
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