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Home Care in Brazil

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    Report

  • 62 Pages
  • February 2025
  • Region: Brazil
  • Euromonitor International
  • ID: 2610253
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.

The 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 2029 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

EXECUTIVE SUMMARY
  • Home care in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2019-2024
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2019-2024
  • Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
  • Table 4 NBO Company Shares of Home Care: % Value 2020-2024
  • Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
  • Table 7 Distribution of Home Care by Format: % Value 2019-2024
  • Table 8 Distribution of Home Care by Format and Category: % Value 2024
  • Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN BRAZILKEY DATA FINDINGS
2024 DEVELOPMENTS
  • 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
PROSPECTS AND OPPORTUNITIES
  • 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
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2019-2024
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
  • Table 14 Sales of Laundry Aids by Category: Value 2019-2024
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
  • Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
  • Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
  • Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
  • Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
  • Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
  • Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
  • Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
  • Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
  • Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
  • Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN BRAZILKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Affordability is central to consumers’ purchasing decisions
  • Increasing consumer awareness drives growth for automatic dishwashing
  • Private label struggles to gain share
PROSPECTS AND OPPORTUNITIES
  • 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
CATEGORY INDICATORS
  • Table 27 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
  • Table 28 Sales of Dishwashing by Category: Value 2019-2024
  • Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
  • Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
  • Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
  • Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
  • Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN BRAZILKEY DATA FINDINGS
2024 DEVELOPMENTS
  • 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
PROSPECTS AND OPPORTUNITIES
  • 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
CATEGORY DATA
  • Table 34 Sales of Surface Care by Category: Value 2019-2024
  • Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
  • Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
  • Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
  • Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
  • Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
  • Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
  • Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
  • Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN BRAZILKEY DATA FINDINGS
2024 DEVELOPMENTS
  • 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
PROSPECTS AND OPPORTUNITIES
  • 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
CATEGORY DATA
  • Table 44 Sales of Bleach: Value 2019-2024
  • Table 45 Sales of Bleach: % Value Growth 2019-2024
  • Table 46 NBO Company Shares of Bleach: % Value 2020-2024
  • Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
  • Table 48 Forecast Sales of Bleach: Value 2024-2029
  • Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN BRAZILKEY DATA FINDINGS
2024 DEVELOPMENTS
  • 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
PROSPECTS AND OPPORTUNITIES
  • 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
CATEGORY DATA
  • Table 50 Sales of Toilet Care by Category: Value 2019-2024
  • Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
  • Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
  • Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
  • Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
  • Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN BRAZILKEY DATA FINDINGS
2024 DEVELOPMENTS
  • The decline of floor polishes in Brazil
  • Working from home limits growth for shoe polish
  • Challenges for private label polishes in Brazil
PROSPECTS AND OPPORTUNITIES
  • 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
CATEGORY DATA
  • Table 56 Sales of Polishes by Category: Value 2019-2024
  • Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
  • Table 58 NBO Company Shares of Polishes: % Value 2020-2024
  • Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
  • Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN BRAZILKEY DATA FINDINGS
2024 DEVELOPMENTS
  • 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
PROSPECTS AND OPPORTUNITIES
  • 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
CATEGORY DATA
  • Table 62 Sales of Air Care by Category: Value 2019-2024
  • Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
  • Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
  • Table 65 NBO Company Shares of Air Care: % Value 2020-2024
  • Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
  • Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
  • Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN BRAZILKEY DATA FINDINGS
2024 DEVELOPMENTS
  • 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
PROSPECTS AND OPPORTUNITIES
  • 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
CATEGORY DATA
  • Table 69 Sales of Home Insecticides by Category: Value 2019-2024
  • Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
  • Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
  • Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
  • Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
  • Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
  • Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029