Product Code: HCPCL
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN CHILE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Increase in mobility drives growth in laundry care
Direct financial help fosters the consumption of higher-end brands
Lack of consumer education limits value proposition awareness for concentrated liquid detergents
PROSPECTS AND OPPORTUNITIES
"New normal" is likely to see fewer occasions for going out
Premiumisation does not cover all categories
New claims expected to increase in importance
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN CHILE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home seclusion leads consumers to continue to wash more dishes
Manual usage drives up awareness and consumption of concentrated products
Premiumisation brings a halt to private label growth
PROSPECTS AND OPPORTUNITIES
Return of out-of-home dining will decelerate growth in dishwashing
Sanitary concerns do not affect the leading claim
Consumer education is the path towards sustainability
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2016-2021
Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN CHILE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sanitary crisis maintains higher frequency of cleaning
Direct financial support helps drive premiumisation
Disinfection is still the most important claim
PROSPECTS AND OPPORTUNITIES
Growth in surface care will slow down as the pandemic eases
Multipurpose products for a multitasking reality
Higher bleach usage opens the way for other surface care products
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2016-2021
Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of Surface Care: % Value 2017-2021
Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 41 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN CHILE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fewer sanitary concerns lead to declining bleach consumption
Innovations follow increase in bleach consumption
Unwanted features lead to product evolution
PROSPECTS AND OPPORTUNITIES
Bleach consumption to decelerate as consumers move to other cleaning products
Eco-friendly is a challenge for bleach producers
Pandemic brings informal markets back into the spotlight
CATEGORY DATA
Table 43 Sales of Bleach: Value 2016-2021
Table 44 Sales of Bleach: % Value Growth 2016-2021
Table 45 NBO Company Shares of Bleach: % Value 2017-2021
Table 46 LBN Brand Shares of Bleach: % Value 2018-2021
Table 47 Forecast Sales of Bleach: Value 2021-2026
Table 48 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN CHILE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home seclusion continues to drive consumption of toilet care products
Broad market coverage benefits SC Johnson
Consumers with money prioritise cleaning efficacy
PROSPECTS AND OPPORTUNITIES
Reopening will bring back consumption to the institutional market
Practical products set to rise as consumers secluded at home need help with chores
More social activities will drive consumption of fragranced products
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2016-2021
Table 50 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 52 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 53 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN CHILE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Increase in mobility favours polishes
Premiumisation helps drive value growth
Local polishes brands are valued by Chilean consumers
PROSPECTS AND OPPORTUNITIES
More social occasions will attenuate category decline
House moves to impact polishes
Lack of differentiation could benefit private label lines
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2016-2021
Table 56 Sales of Polishes by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Polishes: % Value 2017-2021
Table 58 LBN Brand Shares of Polishes: % Value 2018-2021
Table 59 Forecast Sales of Polishes by Category: Value 2021-2026
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN CHILE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Country reopening leads air care to register record growth
Return to growth for car air fresheners
Cash injection leads to premiumisation
PROSPECTS AND OPPORTUNITIES
Residual effect will give a second wind to air care
New products and features to drive growth in electric air fresheners
Major channels foster the proliferation of brands
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2016-2021
Table 62 Sales of Air Care by Category: % Value Growth 2016-2021
Table 63 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 64 NBO Company Shares of Air Care: % Value 2017-2021
Table 65 LBN Brand Shares of Air Care: % Value 2018-2021
Table 66 Forecast Sales of Air Care by Category: Value 2021-2026
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN CHILE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Reopening leads to a decrease in consumption occasions compared with 2020
Eco-friendly consumers lead major players to adapt
Premiumisation as a result of government financial support
PROSPECTS AND OPPORTUNITIES
Greater mobility brings insecticides consumption back to regular seasonality
New claims gain importance as concern for pets and the environment increase
Growth in e-commerce will foster brand proliferation
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2016-2021
Table 69 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 71 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 72 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 73 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
