Home care in 2024: The big picture
Home care in Brazil maintained growth in both retail volume and current value terms in 2024, with increases seen across most categories. However, still feeling the residual effects of inflation, which hit the country over the last few years, many Brazilian consumers were willing to trade down when it came to home care products, leading the industry to see stronger growth in retail volume terms than in current value terms in this year.
2024 key trends
Within laundry care, which is the most important category in home care in Brazil in value terms, the predominance of top load washing machines means powder detergents remain important and have high household penetration. Despite the production process being more complex and expensive, due to the need for a drying tower (whilst liquid detergents have lower technological barriers to production), emerging companies have been entering powder detergents, leveraging their advantage of regional logistics to challenge nationwide players.
Competitive landscape
The inflation rates experienced since the pandemic made Brazilian consumers more willing to try new brands. With a good perception of quality and a high cost-benefit ratio, emergent regional brands have been gaining interest.
Retailing developments
The growth in the number of outlet of warehouse clubs in Brazil has been threatening traditional supermarkets, with the latter betting on private label lines to fight the migration of customers. Supermarkets can compete with lower tier products, and with the cheaper prices offered by warehouse clubs on traditional brands, due to their cheap operational costs.
What next for home care?
Home care in Brazil is expected to maintain retail volume and current value growth throughout the forecast period. Cleaning habits acquired during the pandemic are expected to continue to impact consumer behaviour.
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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
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Brazil
KEY DATA FINDINGS
Post-pandemic lifestyle shifts drive growth for air care
Rising popularity of odour neutralisers in Brazil
Players emphasise aromatherapy benefits in their air care products
Younger consumers and lifestyle shifts propel growth in air care
Addressing trust issues, and ensuring competitive strategies for private label in Brazil
Marketplaces set to drive growth in air care amidst evolving consumer shopping habits
Bleach in Brazil
KEY DATA FINDINGS
Bleach sees competition from more versatile products
Price is the main driver in decision-making
Fiercer competitive scenario, with strong players investing in production capacity
Multi-purpose cleaners expected to continue to compete with bleach in the coming years
Prohibition of cleaning alcohol at 70 degrees of concentration could lead to substitution with bleach
Bleach incorporated as a tool to combat dengue
Dishwashing in Brazil
KEY DATA FINDINGS
Affordability is central to consumers’ purchasing decisions
Increasing consumer awareness drives growth for automatic dishwashing
Private label struggles to gain share
Trading-up process in hand dishwashing as manufacturers aim for differentiation
Regional players will count on logistics advantages in their focus areas
Lack of standards for concentration challenges consumers’ understanding
Home Insecticides in Brazil
KEY DATA FINDINGS
Dengue outbreaks drive the consumption of home insecticides
Strong concentration amongst the leading brands imposes strong barriers to entry
Electric insecticides once again replace cheaper solutions
Dengue expected to remain a public health concern in Brazil, which will drive growth
Fiercer competition expected for the coming years
Family-friendly claims expected to gain more space
Laundry Care in Brazil
KEY DATA FINDINGS
Emergent regional brands pressure traditional players
Strategic relaunch for the Ace powder detergents brand in Brazil
The challenges of liquid detergents in the Brazilian market
Growth for liquid detergents and softeners in the evolving laundry care category
Private label and warehouse clubs: Dynamism in grocery retail amidst changing consumer preferences
The rise of emergent brands, and consumer concerns in laundry care in Brazil
Polishes in Brazil
KEY DATA FINDINGS
The decline of floor polishes in Brazil
Working from home limits growth for shoe polish
Challenges for private label polishes in Brazil
Multi-purpose cleaners will contribute to decline in floor polishes
Inflation and logistics challenges fuel the rise of regional home care brands in Brazil
An opportunity for floor polish brands to innovate and educate younger generations
Surface Care in Brazil
KEY DATA FINDINGS
Versatility is the most important driver of growth for surface care
Hectic routines leverage consumers’ search for convenience
Regional brands take advantage of affordability to gain consumer preference
Higher awareness acquired during the pandemic will still influence consumers’ decisions
Disposable wipes will still be seen as an unnecessary luxury by many
Regulatory updates to affect the consumption of traditional products
Toilet Care in Brazil
KEY DATA FINDINGS
Regional brands flourish amidst inflationary pressure
In-cistern devices in Brazil boosted by the consumer preference for foam and fragrances
Rising competition and inflationary pressure shift consumers’ priorities
Affordable hygiene will drive growth for toilet care products in Brazil
Warehouse clubs will continue to lead the shift in retail dynamics and consumer preference
The rise of regional players in toilet care products in Brazil
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.
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This report originates from Passport, our Home Care research and analysis database.
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