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The home care industry in Brazil witnessed strong performance in 2020. While many industries suffered from non-essential stores closing due to COVID-19, home care witnessed an overall positive result as not only it played a crucial role in keeping households clean and preventing virus spread, but it also benefited from grocery retailers remaining open. In addition, according to Euromonitor's Consumers database, Brazil has around 66.5 million households with an average of three people each. Most...
Euromonitor International's Home Care in Brazil market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Home Care market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
Higher hygiene standards and cleaning frequency due to COVID-19 push home care
COVID-19 country impact
Home care competitive environment becomes more concentrated
Retail decentralisation is pushed by convenience and affordability
Future developments will align sanitisation power and sustainability
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Higher washing frequency and overdosing
Local currency devaluation raises costs for manufacturers
Sanitisation claims increase in Brazilian market
RECOVERY AND OPPORTUNITIES
Sustainability remains an important theme during COVID-19
Increasing options for garment protection
Skin care concerns help drive new launches
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home seclusion favours cooking and dishwashing growth
Lack of raw inputs prevented small players from addressing large demands
Liquid detergents as effective substitute products
RECOVERY AND OPPORTUNITIES
Increase of dishwashing machine installed base
Growing sustainability for dishwashing
Channel dynamics adjust in response to COVID-19
CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2015-2020 Table 27 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 28 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 29 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 30 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Cleaning frequency will grow into a new consumer habit
Sanitisation claim among the most sought after
Scented surface care products remerge
RECOVERY AND OPPORTUNITIES
Wipes are convenient which appeals to consumers
Other product formats are bound to emerge and grow
New launches aim at pet-friendly products
CATEGORY DATA
Table 32 Sales of Surface Care by Category: Value 2015-2020 Table 33 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2020 Table 36 NBO Company Shares of Surface Care: % Value 2016-2020 Table 37 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 38 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 39 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 40 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 41 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Higher cleaning frequency boosts usage of bleach
Supply chain challenges helped medium and regional players
Sanitisation reinforcement
RECOVERY AND OPPORTUNITIES
Pet population spikes during pandemic and demand bleach cleaning
Increased scents and functions aim to differentiate bleach products
Chlorine gel products began to emerge
CATEGORY DATA
Table 42 Sales of Bleach: Value 2015-2020 Table 43 Sales of Bleach: % Value Growth 2015-2020 Table 44 NBO Company Shares of Bleach: % Value 2016-2020 Table 45 LBN Brand Shares of Bleach: % Value 2017-2020 Table 46 Forecast Sales of Bleach: Value 2020-2025 Table 47 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Higher use of toilets at home pushed increase in cleaning frequency
Sanitisation as an important claim for toilet care
Strong demand for cleaning favours substitute products
RECOVERY AND OPPORTUNITIES
Increased experimentation is huge opportunity
Innovations derive from existing formats and freshness sensation
Ceras Johnson Ltda distances itself as leader in toilet care
CATEGORY DATA
Table 48 Sales of Toilet Care by Category: Value 2015-2020 Table 49 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 50 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 51 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 52 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 53 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Polishes give way to surface care products
Superfluous nature of polishes
Heavy cleaning at home does not result in greater polishing
RECOVERY AND OPPORTUNITIES
Opportunity for innovation in polishes
Polish decline is reducing category fragmentation
Lack of COVID-19-related claims
CATEGORY DATA
Table 54 Sales of Polishes by Category: Value 2015-2020 Table 55 Sales of Polishes by Category: % Value Growth 2015-2020 Table 56 NBO Company Shares of Polishes: % Value 2016-2020 Table 57 LBN Brand Shares of Polishes: % Value 2017-2020 Table 58 Forecast Sales of Polishes by Category: Value 2020-2025 Table 59 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Air care products are perceived as non-essential during economic crisis
More time spent at home and less spent in cars favoured greater experimentation
Many first-time consumers in air care pushed experimentation
RECOVERY AND OPPORTUNITIES
Experimentation leads to other air care formats growing
COVID-19 reinforces mental and physical health
Other air care sees entry of new players
CATEGORY DATA
Table 60 Sales of Air Care by Category: Value 2015-2020 Table 61 Sales of Air Care by Category: % Value Growth 2015-2020 Table 62 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 63 NBO Company Shares of Air Care: % Value 2016-2020 Table 64 LBN Brand Shares of Air Care: % Value 2017-2020 Table 65 Forecast Sales of Air Care by Category: Value 2020-2025 Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 had little direct impact on home insecticides
Insect infestation continues being main category driver
Expectation of higher incidence of mosquitoes will save insecticides from worse result
RECOVERY AND OPPORTUNITIES
Consumers will prioritise convenient insecticides
Higher focus on consumer health will push scented insecticides
Ceras Johnson Ltda and Reckitt Benckiser (Brasil) Ltda continue leading but "Others" increases
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2015-2020 Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025