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Practical Efficiency Drives Home Care Sales
Home care in Brazil demonstrated resilience in 2025, with growth driven by consumer preferences for sophisticated scents and competitive pricing from regional brands. Despite a relatively stable economic environment, consumers continue to seek value for money, driving demand for multifunctional products and regional brands. Laundry care remains dominant, while surface care is gaining traction due to its multifunctionality. To succeed, brands must focus on sensorial experiences, multifunctionality, and competitive pricing, as consumers increasingly prioritise these factors in their purchasing decisions.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Brazil?
- Which are the leading brands in Home Care in Brazil?
- How are products distributed in Home Care in Brazil?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Brazil
Practical Efficiency Drives Home Care Sales
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Practical Efficiency Drives Home Care Sales
Chart 2 Bombril Highlights Multifunctionality of Limpol
Mood-Boosting Ingredients Become Key Differentiator
Chart 3 Coala Focuses on Sophisticated Aromas
Regional Resilience and Strategic Expansion
Chart 4 Girando Sol Gains Strength to Pressure Major Brands
Chart 5 Value Sales of Home Care 2020–2030
Chart 6 Volume Sales of Home Care 2020–2030
Chart 7 Value Sales of Home Care by Category 2025
Market Adaptation and Value-Driven Growth
Chart 8 Analyst Insight for Home Care
Established Stability and the Multifunctional Shift
Sensorial Experiences to Shape Industry Trends
Chart 9 Forecast Value Sales of Home Care 2020-2030
Chart 10 Forecast Value Sales of Home Care by Category 2025-2030
Multinationals Maintain Lead Amidst Rising Regional Competition
Emerging Companies Capitalise on Regional Preferences and Innovation
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Grocery Retailers Drive Distribution through Supermarkets and Small Local Grocers
Retail E-Commerce Gains Traction with Convenience and Competitive Prices
Chart 13 Economic Context for Home Care
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in Brazil
Key Data Insights
Regional Expansion Helps Drive Positive Performance for Air Care
Chart 20 Key Industry Trends for Air Care
Regional Expansion Helps Drive Positive Performance for Air Care
Chart 21 Guimarães Expands Porfolio to Increase Brand Touchpoints
The Rise of Mood-Boosting Fragrances
Chart 22 Glade Focuses on Premium Fragrances to Retain Customer Base
Chart 23 Value Sales of Air Care 2020-2030
Chart 24 Volume Sales of Air Care 2020-2030
Chart 25 Value Sales of Air Care by Category 2025
Electric Air Fresheners to Drive Growth with Technological Innovation
Spray/Aerosol Air Fresheners Remain Leading Category Due to Affordability and Ease of Use
Chart 26 Analyst Insight for Air Care
E-Commerce to Help Drive Growth and Innovation in Air Care
Chart 27 Forecast Value Sales of Air Care 2020-2030
Chart 28 Forecast Value Sales of Air Care by Category 2025-2030
Ceras Johnson Maintains Lead with Strong Brand Portfolio
Chart 29 Company Shares of Air Care 2025
Chart 30 Brand Shares of Air Care 2025
Supermarkets Leads Air Care Distribution with Wide Brand Portfolios
E-Commerce Fuels Growth and Innovation in Air Care
Chart 31 Retail Channels for Air Care 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real Gdp Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Brazil
Key Data Insights
Bleach Benefits From Wide Usage Occasions by Many Brazilians
Chart 39 Key Industry Trends for Bleach
Bleach Benefits From Wide Usage Occasions by Many Brazilians
Multifunctionality Trend Influences Product Formulation and Marketing
The Rise of Regional Brands
Chart 40 Girando Sol Highlights Multifunctionality as Key Product Feature
Chart 41 Value Sales of Bleach 2020-2030
Chart 42 Volume Sales of Bleach 2020-2030
Multifunctionality Trend to Further Influence Product Formulation and Marketing
Business Impact of Regional Brands on Established Leaders
Chart 43 Forecast Value Sales of Bleach 2020-2030
Leading Brands Maintain Share Amidst Rising Regional Competition
Chart 44 Company Shares of Bleach 2025
Chart 45 Brand Shares of Bleach 2025
Small Local Grocers Leads Bleach Distribution Due to Proximity and Convenience
Retail E-Commerce Bleach Sales Gain Traction
Chart 46 Retail Channels for Bleach 2020-2025
Chart 47 Economic Context for Bleach
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Bleach
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Dishwashing in Brazil
Key Data Insights
Players Differentiate Hand Dishwashing through Skin Care Attributes
Chart 54 Key Industry Trends for Dishwashing
Players Differentiate Hand Dishwashing through Skin Care Attributes
Chart 55 Consumer Skin Care Concerns Lead Players to Adapt Products and Claims
Automatic dishwashing sees dynamic growth
Regional Value Versus Premium Performance in Dishwashing
Chart 56 Ypê's Product Differentiation
Chart 57 Value Sales of Dishwashing 2020-2030
Chart 58 Volume Sales of Dishwashing 2020-2030
Chart 59 Value Sales of Dishwashing by Category 2025
Sustained Demand and Value Competition over the Forecast Period
Regional Players and Product Differentiation Key to Success
Chart 60 Analyst Insight for Dishwashing
The Future of Detergent Pastes in Brazil
Chart 61 Forecast Value Sales of Dishwashing 2020-2030
Chart 62 Forecast Value Sales of Dishwashing by Category 2025-2030
Química Amparo's Leadership Driven by Premiumisation and Established Presence
Chart 63 Company Shares of Dishwashing 2025
Chart 64 Brand Shares of dishwashing 2025
Grocery Retailers Drive Offline Sales with Wide Product Range
Retail E-Commerce Gains Traction with Competitive Pricing
Chart 65 Retail Channels for Dishwashing 2020-2025
Chart 66 Economic Context for Dishwashing
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Dishwashing
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Home Insecticides in Brazil
Key Data Insights
Resilience and Value Growth in the Evolving Landscape of Home Insecticides
Chart 73 Key Industry Trends of Home Insecticides
Resilience and Value Growth in the Evolving Landscape of Home Insecticides
The Rise of Wellness-Driven Home Insecticides in Brazil
Chart 74 Raid Innovates with Non-Toxic Electric Bait
Urban Pest Control Becomes Increasingly Important
Chart 75 Disease Protection Claims are Industry Standard
Chart 76 Value Sales of Home Insecticides 2020-2030
Chart 77 Volume Sales of Home Insecticides 2020-2030
Chart 78 Value Sales of Home Insecticides by Category 2025
Consumers Drive Demand for Safer and Innovative Solutions
Spray/Aerosol Insecticides to Remain Dominant Despite Challenges
Chart 79 Analyst Insight for Home Insecticides
Regulatory Barriers and Brand Dominance
Chart 80 Forecast Value Sales of Home Insecticides 2020-2030
Chart 81 Forecast Value Sales of Home Insecticides by Category 2025-2030
Leading Companies Maintain Dominance through Innovation
Chart 82 Company Shares of Home Insecticides 2025
Chart 83 Brand Shares of Home Insecticides 2025
Supermarkets Lead Home Insecticides Sales with Wide Range of Products
Warehouse Clubs Grow Rapidly with Competitive Pricing
Retail E-Commerce Gains Traction with Wider Product Variety
Chart 84 Retail Channels for Home Insecticides 2020-2025
Chart 85 Economic Context for Home Insecticides
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Home Insecticides
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Laundry Care in Brazil
Key Data Insights
Regional Brands Drive Laundry Care Sales at Reasonable Prices
Chart 92 Key Industry Trends for Laundry Care
Regional Brands Drive Laundry Care Sales at Reasonable Prices
Chart 93 Girando Sol Gains Strength to Pressure Major Players
Adaptive Value and Selective Innovation in the Evolving Landscape of Brazilian Laundry Care
Chart 94 Omo Adds Quick Wash Product into Its Portfolio
Mood-Boosting Ingredients Fuel Growth in Fabric Softeners
Chart 95 Coala Offers Sophisticated Scents in Laundry Care Portfolio
Chart 96 Value Sales of Laundry Care 2020-2030
Chart 97 Volume Sales of Laundry Care 2020-2030
Chart 98 Value Sales of Laundry Care by Category 2025
Structural Shifts and Liquid Format Expansion to Influence Future Growth Potential
Fabric Softeners to Further Benefit From Mood-Boosting Trend
Chart 99 Analyst Insight for Laundry Care
Packaging Evolution and the Purchasing Gap
Chart 100 Forecast Value Sales of Laundry Care 2020-2030
Chart 101 Forecast Value Sales of Laundry Care by Category 2025-2030
Multinationals and Regional Brands Shape Market Dynamics
Emerging Players and Innovation Aim to Drive Future Growth
Chart 102 Company Shares of Laundry Care 2025
Chart 103 Brand Shares of Laundry Care 2025
Supermarkets and Hypermarkets Lead Laundry Care Distribution
Retail E-Commerce Emerges as a Growing Distribution Channel
Chart 104 Retail Channels for Laundry Care 2020-2025
Chart 105 Economic Context for Laundry Care
Chart 106 Real Gdp Growth 2020-2030
Chart 107 Inflation 2020-2030
Chart 108 Consumer Context for Laundry Care
Chart 109 Population 2020-2030
Chart 110 Consumer Expenditure 2020-2030
Chart 111 Population by Generation 2025
Polishes in Brazil
Key Data Insights
Modern Households Switch to Multifunctional Home Care, Driving Down Demand for Polishes
Chart 112 Key Industry Trends for Polishes
Modern Households Switch to Multifunctional Home Care, Driving Down Demand for Polishes
Mood-Boosting Ingredients Drive Innovation and Retain Consumers
Chart 113 Many of K & M's Polishes Carry Fragrance Claims
Metal Polish Drives Positive Demand with Premiumisation
Chart 114 Value Sales of Polishes 2020-2030
Chart 115 Volume Sales of Polishes 2020-2030
Chart 116 Value Sales of Polishes by Category 2025
Despite Potential for Premium Products, Modern Lifestyles Will Impact Overall Demand
Floor Polish to Retain Highest Value but Volume Decline Will Continue
Fragrance-Led Innovation to Shape Future Sales
Chart 117 Forecast Value Sales of Polishes 2020-2030
Chart 118 Forecast Value Sales of Polishes by Category 2025-2030
Leading Brands Maintain Share Despite Rising Regional Competition
Chart 119 Company Shares of Polishes 2025
Chart 120 Brand Shares of Polishes 2025
Grocery Retailers Lead Distribution of Polishes with Strong Supermarket Presence
Retail E-Commerce Grows as Consumers Seek Convenience and Variety
Chart 121 Economic Context for Polishes
Chart 122 Real Gdp Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Polishes
Chart 125 Population 2020-2030
Chart 126 Consumer Expenditure 2020-2030
Chart 127 Population by Generation 2025
Surface Care in Brazil
Key Data Insights
Evolution of Multifunctional Surface Care in Brazil
Chart 128 Key Industry Trends for Surface Care
Evolution of Multifunctional Surface Care in Brazil
Chart 129 Bombril Highlights Multifunctionality
Regional Players Expand through Strategic Investments
From Basic Utility to Sensorial Experience
Chart 130 Brands Such as Uau Aim to Leverage Mood-Boosting Trend
Chart 131 Value Sales of Surface Care 2020-2030
Chart 132 Volume Sales of Surface Care 2020-2030
Chart 133 Value Sales of Surface Care by Category 2025
Multifunctional Surface Care to Help Drive Future Growth
Sensory Sophistication and Portfolio Polarisation
Chart 134 Analyst Insight for Surface Care
Regulatory Updates and Consumer Preferences to Shape Future
Chart 135 Forecast Value Sales of Surface Care 2020-2030
Chart 136 Forecast Value Sales of Surface Care by Category 2025-2030
Leading Companies Maintain Grip through Innovation and Tradition
Emerging Companies and Innovative Launches Reshape Market Dynamics
Chart 137 Company Shares of Surface Care 2025
Chart 138 Brand Shares of Surface Care 2025
Warehouse Clubs Makes Further Gains as Consumers Seek Value
Retail E-Commerce Offers Consumers Convenience and Competitive Pricing
Chart 139 Retail Channels for Surface Care 2020-2025
Chart 140 Economic Context for Surface Care
Chart 141 Real Gdp Growth 2020-2030
Chart 142 Inflation 2020-2030
Chart 143 Consumer Context for Surface Care
Chart 144 Population 2020-2030
Chart 145 Consumer Expenditure 2020-2030
Chart 146 Population by Generation 2025
Toilet Care in Brazil
Key Data Insights
Regional and Local Sales Growth Driven by Innovation
Chart 147 Key Industry Trends for Toilet Care
Regional and Local Sales Growth Driven by Innovation
Chart 148 Reckitt Benckiser Invests in Technology and Fragrance to Retain Consumers
Substitution Threat Shapes Market Dynamics
Chart 149 Value Sales of Toilet Care 2020-2030
Chart 150 Volume Sales of Toilet Care 2020-2030
Chart 151 Value Sales of Toilet Care by Category 2025
Consumers to Seek Practicality and Hygiene in Toilet Care
Toilet Liquids/Foam Set to Maintain Popularity with Innovation
Chart 152 Analyst Insight for Toilet Care
Regional Players Set to Offer Greater Competition
Chart 153 Forecast Value Sales of Toilet Care 2020-2030
Chart 154 Forecast Value Sales of Toilet Care by Category 2025-2030
Leading Companies Maintain Grip through Innovation and Portfolio Strength
Chart 155 Company Shares of Toilet Care 2025
Chart 156 Brand Shares of Toilet Care 2025
Small Local Grocers and Supermarkets Drive Offline Sales
E-Commerce Gains Traction among Higher Socioeconomic Consumers
Chart 157 Retail Channels for Toilet Care2020-2025
Chart 158 Economic Context for Toilet Care
Chart 159 Real Gdp Growth 2020-2030
Chart 160 Inflation 2020-2030
Chart 161 Consumer Context for Toilet Care
Chart 162 Population 2020-2030
Chart 163 Consumer Expenditure 2020-2030
Chart 164 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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