Household Cleaning Habits - Brazil - June 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
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
Brazilians who have pets are more likely to use certain products
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
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
Downy launches sportswear softener to attract men
SC Johnson expands its transparency program
Figure 2: SC Johnson products
Finish and Brastemp promotes campaing for the World Water Day
Figure 3: Dishwashers in the household – Brazil, March 2019
Comfort opens a pop-up store and gives fashion advice
Figure 4: Ação Comfort and Help to Dress
WHO’S INNOVATING? 
Dish detergents can explore refillable packaging
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
Figure 6: Dawn Dish Detergent with “Air Assist” technology
Private label is a growing trend in the market
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
Figure 9: Ecoville franchise model
CASE STUDIES
Pril develops a “one drop” bottle to highlight its efficiency
Figure 10: Pril One-Drop
Figure 11: Pril One-Drop
SBP insecticide creates a movement to fight dengue
Figure 12: SBP campaign
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Most households in Brazil have pets
Figure 13: Pets in the household – Brazil, March 2019
USE OF HOUSEHOLD CLEANING PRODUCTS
Sustainable toilet blocks can boost consumption
Figure 14: Use of household cleaning products – Brazil, March 2019
Liquid laundry detergent can appeal to men aged 35+
Figure 15: Use of household cleaning products, by gender and age group – Brazil, March 2019
Figure 16: H&M Take Care project
USE OF HOUSEHOLD CLEANING PRODUCTS ACCORDING TO THE TYPE OF CLEANING
Brazilians use laundry washing powder to clean the floor
Figure 17: Use of household cleaning products according to the type of cleaning – Brazil, March 2019
ATTITUDES TOWARD HOUSEHOLD HOUSECLEANING HABITS
Consumers are buying products in refillable packaging
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
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
Figure 20: Attitudes toward household housecleaning habits, by pets in the household – Brazil, March 2019
Figure 21: Pet Love app
MOST DESIRED ATTRIBUTES IN FABRIC CARE PRODUCTS
Long-lasting fragrance is more important for consumers
Figure 22: Most desired attributes in fabric care products – Brazil, March 2019
MOST DESIRED ATTRIBUTES IN HOUSEHOLD CLEANING PRODUCTS, EXCLUDING FABRIC CARE PRODUCTS
Brazilians find it difficult to identify eco-friendly attributes
Figure 23: Most desired attributes in household cleaning products, excluding fabric care products – Brazil, March 2019
Figure 24: Further candle
People who live alone prefer products that deliver instant results
Figure 25: Most desired attributes in household cleaning products, excluding fabric care products, by living status – Brazil, March 2019
BEHAVIORS TOWARD HOUSEHOLD CLEANING HABITS
Anti-stain wipes have space to grow
Figure 26: Behaviors toward household cleaning habits – Brazil, March 2019
Softeners can partner with brands for kids
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
Figure 28: Behaviors toward household cleaning habits, by socioeconomic group – Brazil, March 2019
Figure 29: Counter Culture
OPINIONS TOWARD HOUSEHOLD CLEANING HABITS
Brands can engage with consumers online saying a clean home is essential to make a good impression
Figure 30: Opinions toward household cleaning habits – Brazil, March 2019
Laundry washing powder can stop using paper box
Figure 31: Omo Multiação
Cleaning products in foam format appeal to new generations
Figure 32: Opinions toward household cleaning habits - Brazil, March 2019
Figure 33: Kaboom Cleaner
APPENDIX – ABBREVIATIONS
Abbreviations