Home Laundry Products: Incl Impact of COVID-19 - Brazil - October 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
COVID-19: Market context
EXECUTIVE SUMMARY
Market overview
COVID-19 impact on the home laundry category
Figure 1: Expected COVID-19 impact on short, medium and longer terms for the home laundry category, October 2020
The impact so far
Figure 2: New powder laundry detergent with proven results against SARS-Cov-2
Figure 3: Comfort promotes its products on social networks and launches a new anti-aging treatment for clothing
Short and medium term (October 2020-December 2021)
Figure 4: Antiseptic sprays from Visto.bio in partnership with Farm and NK Store
Long term (2022-25)
Mintel Trend Drivers
Figure 5: Mintel Trend Drivers
Challenges
Women aged 35+ want products with proven disinfectant properties between washes
When classes resume, parents will look for laundry detergents that can disinfect and are safe for sensitive skin
Concentrated fabric softener users seek safe formulas for sensitive skin 
Opportunities
Concentrated laundry detergents and fabric softeners could increase usage among DE Brazilians with versions that allow dilution at home
Consumers with children are a potential target audience for more natural versions of laundry detergents
Brands can grab students’ attention by developing formulations with skin benefits
MARKET DRIVERS
According to ABIPLA, the home cleaning products market has grown 23% in 2019, with a 3% growth forecast for 2020
Brazilians increase laundry frequency to contain COVID-19 virus spread
Record unemployment rate reaches 13.8%
Brazil enters technical recession, with a 9.7% GDP retraction
KEY PLAYERS – WHAT YOU NEED TO KNOW
The home laundry category sees innovations focused on natural ingredients and sustainability
Omo and Ariel reinforce the importance of the collective during the pandemic, using social networks as essential tools to interact with consumers
The pandemic increased the search for bactericidal and sustainable solutions for home laundry care
Positiv.a stands out in Brazil by offering sustainable solutions for household care
MARKET SHARE
Unilever keeps leadership in the category, while national manufacturers invest in natural solutions inspired by the cosmetic industry
Figure 6: Leading companies’ retail sales share of home laundry products, by value – Brazil, 2018-19
MARKETING CAMPAIGNS AND ACTIONS
Omo reinforces the power of the collective with “O Poder do SOMOS” campaign
Figure 7: Tatá Werneck tells the NGO Amigos do Reino story, Brazil, September 2020
Dona Hermínia is Downy’s new brand ambassador
Figure 8: Por que Downy? featuring Dona Hermínia, Brazil, September 2020
Ypê performs marketing action with Globo’s É de Casa TV show
Figure 9: A Vida Pede Ypê – Brazil, August 2020
Comfort invites followers to share experiences on TikTok
Figure 10: Comfort’s challenge #VidaLongaÀsRoupasCheck! On TikTok
Figure 11: Fernanda Paes Leme posted the challenge #VidaLongaÀsRoupasCheck!
Unilever enters laundromat segment
Figure 12: Omo Lavanderia in Campo Belo neighborhood in São Paulo
Vanish promotes benefits of its stain remover on social networks
Figure 13: Vanish invites influencers for the four-outfit 60-day challenge
Ariel and Magazine Luiza launched a campaign on social networks to promote Ariel Expert
Figure 14: Marketing action between Ariel and Magazine Luiza on Instagram
Ariel expands #PoderDoCompartilhar and washes clothes in its own laundromats
Ariel and Downy promote live events with artists to encourage followers to stay home during the pandemic
Figure 15: Michel Teló was one of the artists that participated in live events sponsored by Ariel and Downy
Figure 16: Valentine’s Live by Ariel and Downy
Ariel Home Cup proposes democratization of household chores
Figure 17: Ariel Home Cup – Quarters and Finals in Curitiba – Brazil, July 2020
Comfort changes Roupa Nova’s name
Figure 18: Roupa Nova announces the change of the band’s name
Figure 19: Roupa Nova reveals the campaign with Comfort
WHO’S INNOVATING?
Sprays for clothes can be useful to the new clothing disinfection routine 
Figure 20: Total launches of fabric fresheners with antibacterial claim, by top five regions – 2018-20
Figure 21: Fabric fresheners with antibacterial claims
Home laundry brands can explore environmental claims through packaging 
Figure 22: Total launches of home laundry products with claim “ethical –  environmentally friendly package,” by top five regions – 2017-19
Figure 23: New laundry detergent reusable packaging from Procter & Gamble and Unilever’s partnership with Loop
CASE STUDY
Positiv.a startup grows in Brazil by offering safe and sustainable household cleaning solutions
Figure 24: Positiv.a’s home laundry products
THE CONSUMER – WHAT YOU NEED TO KNOW
Brands could develop unique solutions focused on hygiene and safety for pet owners
During the pandemic, Generation Z consumers are worried about their wellbeing, while parents with children in the home want convenience in the home laundry routine
Bleaches can communicate fabric care, while ironing water can help men 
Bar laundry soap brands can invest in varieties that protect fabrics, while ironing water brands can offer relaxing scents 
Disinfection becomes a desirable attribute in liquid laundry detergents, while fragrance-free versions can please consumers who wash and dry bed and bath linens 
Fragrance is a decisive attribute when buying fabric softeners, but brands can differentiate themselves by making ironing easier
Powder laundry detergents can invest in versions suitable for delicate fabrics, while brands would do well to support male consumers
The cosmetic industry can inspire innovations to home laundry
PET OWNERSHIP
Washing machine cleaning products may be of interest to pet owners of the AB socioeconomic group
Figure 25: Pet ownership, by socioeconomic groups, Brazil, June 2020
Figure 26: Washing machine cleaners
Safe formulations for sensitive skin can attract pet owners
Figure 27: Most important attributes for laundry detergents by pet ownership, Brazil, June 2020
Figure 28: Powder laundry detergents for sensitive skin
LAUNDRY RESPONSIBILITY
Powder laundry detergent brands can offer wellbeing to Gen Z with attractive fragrances
Figure 29: Laundry responsibility, by generation, Brazil, June 2020
Figure 30: Powder laundry detergents with fragrances
Convenience is an important attribute for parents who share laundry responsibility
Figure 31: Laundry responsibility, by parental status (presence of children under 18) by gender, Brazil, June 2020
Figure 32: Concentrated laundry liquid detergents offering convenience
Rinse-free disinfectants for fabrics may be an option for women who are solely responsible for doing laundry
Figure 33: Laundry responsibility, by gender and age, Brazil, June 2020
Figure 34: Fabric disinfectant sprays with disinfectant and antibacterial action
LAUNDRY FREQUENCY
Bleaches that prolong the life of fabrics may interest consumers who do laundry weekly
Figure 35: Laundry frequency, Brazil, June 2020
Figure 36: Bleach products that aim to extend fabrics’ lifespans
Sprays that smooth away wrinkles can be handy for the daily routine of men aged 25-34
Figure 37: Laundry frequency, by gender and age, Brazil, June 2020
Figure 38: Products that smooth away wrinkles without ironing
Detergents face the challenge to offer disinfectant compositions suitable for sensitive skin
Figure 39: Laundry frequency, by gender and age, Brazil, June 2020
Figure 40: Laundry liquid detergents with disinfectant properties suitable for washing children’s clothes and for sensitive skin
PURCHASE OF FABRIC CARE PRODUCTS
Brazilians from the DE socioeconomic group are the ones that most dilute concentrated products at home to make them last longer and save money
Figure 41: Purchase of fabric care products, by socioeconomic group, Brazil, June 2020
Figure 42: Omo advertising for its concentrated laundry liquid detergent, Brazil, November 2019
Figure 43: Concentrated laundry liquid detergent Omo 1 + 1 Lavagem Perfeita, Brazil, November 2019
Consumers living in the Northeast, the primary users of bar laundry soap, may be interested in fabric color preservation
Figure 44: Purchase of fabric care products, by region, Brazil, June 2020
Figure 45: Bar laundry soap products for fabric color preservation and stain removal power
Ironing water can provide a feeling of comfort with aromatherapy-inspired fragrances
Figure 46: Purchase of fabric care products by laundry routines, Brazil, June 2020
Figure 47: Ironing water products with aromatherapy-inspired fragrances
MOST IMPORTANT ATTRIBUTES FOR LAUNDRY DETERGENTS
Laundry detergent brands can increase usage by including disinfectant action in formulations
Figure 48: TURF analysis – Most important attributes for laundry detergents, Brazil, June 2020
Figure 49: Laundry detergent with disinfectant properties
Parents show interest in natural stain removal power
Figure 50: Most important attributes for laundry detergents, by parental status (presence of children under 18), Brazil, June 2020
Figure 51: Laundry capsules with natural ingredients and a high stain removal power
Fragrance-free laundry products can attract consumers who wash and dry bedding and bath towels
Figure 52: Most important attributes for laundry detergents by laundry routines, Brazil, June 2020
Figure 53: Fragrance-free powder laundry detergent
MOST IMPORTANT ATTRIBUTES FOR FABRIC SOFTENERS
Fragrance and duration are decisive attributes when purchasing fabric softeners
Figure 54: TURF analysis – Most important attributes for fabric softeners, Brazil, June 2020
Figure 55: Fabric softeners with long-lasting scent/fragrances that make ironing easier
Consumers who use concentrated versions are the ones who are most interested in safe formulations for sensitive skins
Figure 56: Most important attributes for fabric softeners by purchase of fabric care products, Brazil, June 2020
Figure 57: Concentrated fabric softeners suitable for sensitive skin
LAUNDRY ROUTINES
There is an opportunity to develop exclusive powder laundry detergents for delicate clothing
Figure 58: Laundry routines, Brazil, June 2020
Figure 59: Powder laundry detergents suitable for delicate fabrics
Brands have the opportunity for more direct communication with male consumers
Figure 60: Laundry routines, by gender, Brazil, June 2020
Figure 61: Skip promotes its clothing care products on Instagram
ATTITUDES TOWARD LAUNDRY AND FABRIC CARE PRODUCTS
Brands can find inspiration in the cosmetic industry to offer products that extend clothes’ durability
Figure 62: Attitudes towards laundry and fabric care products, by gender and age, Brazil, June 2020
Figure 63: Dry wash sprays and home laundry detergent with micellar technology
Students with sensitive skin show interest in products that offer benefits to the skin and the planet
Figure 64: Attitudes towards laundry and fabric care products, by student and working status, Brazil, June 2020
Figure 65: Laundry detergents with benefits for the skin and the planet
APPENDIX – ABBREVIATIONS
Abbreviations
APPENDIX – MARKET SIZE AND MARKET SHARE
Market Size
Figure 66: Retail sales of home laundry products, by value – Brazil, 2014-20
Market Share
Figure 67: Leading companies’ retail sales share of home laundry products, by value – Brazil, 2018-19