PROSPECTS AND OPPORTUNITIES
Higher awareness acquired during the pandemic will still influence consumers’ decisions
Surface care in Brazil is expected to maintain retail volume and current value growth throughout the forecast period, with increases anticipated across all categories. The cleaning habits acquired during the pandemic are expected to continue to impact the behaviour of Brazilian consumers in the forecast period.
Disposable wipes will still be seen as an unnecessary luxury by many
Despite having been successful and gained high household penetration in other countries, all-purpose cleaning wipes is not expected to achieve notably high value sales or penetration in Brazil in the forecast period, despite an expected double-digit retail current value CAGR – it is set to account for less than a 2% share of overall home care value sales at the end of the forecast period. With major players having retreated from this category, the availability of products has decreased, while prices have risen, and this is expected to continue throughout the forecast period, meaning prices are out of reach for the average Brazilian consumer.
Regulatory updates to affect the consumption of traditional products
Previously prohibited, one of the products that rose in popularity during the pandemic, due to the lack of polymer to transform it to the gel version, was cleaning liquid alcohol at 70 degrees of concentration. However, after the pandemic it was once again prohibited by the regulatory agency in Brazil.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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.
If you're in the Surface 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 Surface 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 Surface Care in Brazil?
- Which are the leading brands in Surface Care in Brazil?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Brazil - Category analysis
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
Home Care in Brazil - Industry Overview
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
The following categories and subcategories are included:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Surface Care research and analysis database.
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