In Brazil, the Omicron variant of COVID-19 circulated in the country in 2022, whilst vaccination continued to be rolled out, covering from older people to children. During the year, pandemic prevention measures were officially removed, such as the requirement to wear a mask in airports and on aeroplanes. Thus, the population is moving to live with COVID-19, although some pandemic-related trends are in the Brazilian market to stay, which are also influencing home care.
The publisher's 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 2027 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.
The publisher's 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 2027 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
HOME CARE IN BRAZILEXECUTIVE SUMMARY
- Home care in 2022: The big picture
- 2022 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- Table 1 Households 2017-2022
- Table 2 Sales of Home Care by Category: Value 2017-2022
- Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
- Table 4 NBO Company Shares of Home Care: % Value 2018-2022
- Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
- Table 7 Distribution of Home Care by Format: % Value 2017-2022
- Table 8 Distribution of Home Care by Format and Category: % Value 2022
- Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
SOURCES
- Summary 1 Research Sources
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Consistent retail value growth in an inflationary period
- Polarisation in a challenging year
- Discounters and supermarkets lead in terms of distribution channel performance
- Laundry services should continue to gain popularity
- Performance and quality claims common on home care packaging
- Sustainable solutions, from performance to packaging
- CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2017-2022
- Table 12 Sales of Laundry Care by Category: Value 2017-2022
- Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
- Table 14 Sales of Laundry Aids by Category: Value 2017-2022
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
- Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
- Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2017-2022
- Table 19 NBO Company Shares of Laundry Care: % Value 2018-2022
- Table 20 LBN Brand Shares of Laundry Care: % Value 2019-2022
- Table 21 NBO Company Shares of Laundry Aids: % Value 2018-2022
- Table 22 LBN Brand Shares of Laundry Aids: % Value 2019-2022
- Table 23 NBO Company Shares of Laundry Detergents: % Value 2018-2022
- Table 24 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
- Table 25 Forecast Sales of Laundry Care by Category: Value 2022-2027
- Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Hand dishwashing drives growth in 2022
- Supermarkets and small local grocers drive growth
- Química Amparo strengthens its leading position
- Sustainability as a growth path in the forecast period
- Marketing strategies to boost sales in automatic dishwashing
- Home delivery to influence dishwashing and habits
- CATEGORY INDICATORS
- Table 69 Household Possession of Dishwashers 2017-2022
- Table 70 Sales of Dishwashing by Category: Value 2017-2022
- Table 71 Sales of Dishwashing by Category: % Value Growth 2017-2022
- Table 72 NBO Company Shares of Dishwashing: % Value 2018-2022
- Table 73 LBN Brand Shares of Dishwashing: % Value 2019-2022
- Table 74 Forecast Sales of Dishwashing by Category: Value 2022-2027
- Table 75 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Surface care remains resilient in an inflationary scenario
- Consumer behaviour in surface care purchasing
- Reckitt Benckiser leads surface care with Veja
- Pet care broadens home care opportunities
- E-commerce set to maintain a consistent performance
- Wipes struggle to gain popularity in Brazil
- Table 27 Sales of Surface Care by Category: Value 2017-2022
- Table 28 Sales of Surface Care by Category: % Value Growth 2017-2022
- Table 29 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
- Table 30 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
- Table 31 NBO Company Shares of Surface Care: % Value 2018-2022
- Table 32 LBN Brand Shares of Surface Care: % Value 2019-2022
- Table 33 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
- Table 34 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
- Table 35 Forecast Sales of Surface Care by Category: Value 2022-2027
- Table 36 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Positive drivers ensure growth in 2022
- Marketing and promotional efforts to promote sales
- Performances across the main retail channels for bleach
- Growing presence of leading bleach manufacturers
- Popularity and wide uses of bleach favour continued growth
- Fragrances as a trend in home care products
- Table 37 Sales of Bleach: Value 2017-2022
- Table 38 Sales of Bleach: % Value Growth 2017-2022
- Table 39 NBO Company Shares of Bleach: % Value 2018-2022
- Table 40 LBN Brand Shares of Bleach: % Value 2019-2022
- Table 41 Forecast Sales of Bleach: Value 2022-2027
- Table 42 Forecast Sales of Bleach: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Toilet care volume demand softens, but inflation drives value growth
- Supermarkets and small local grocers stand out as distribution channels
- Ceras Johnson and Reckitt Benckiser benefit from strong brand awareness
- Challenges for toilet care as it battles with substitutes
- Sustainable alternatives offer growth opportunities
- Consistent growth in the forecast period
- Table 43 Sales of Toilet Care by Category: Value 2017-2022
- Table 44 Sales of Toilet Care by Category: % Value Growth 2017-2022
- Table 45 NBO Company Shares of Toilet Care: % Value 2018-2022
- Table 46 LBN Brand Shares of Toilet Care: % Value 2019-2022
- Table 47 Forecast Sales of Toilet Care by Category: Value 2022-2027
- Table 48 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Minimal growth as polishes lacks priority
- Reckitt Benckiser leads a fragmented competitive landscape
- Supermarkets and small local grocers are the main distribution channels
- Modern households require fewer polishes
- Competition set to harm floor polish
- Lack of manufacturer innovation will influence the category
- Table 49 Sales of Polishes by Category: Value 2017-2022
- Table 50 Sales of Polishes by Category: % Value Growth 2017-2022
- Table 51 NBO Company Shares of Polishes: % Value 2018-2022
- Table 52 LBN Brand Shares of Polishes: % Value 2019-2022
- Table 53 Forecast Sales of Polishes by Category: Value 2022-2027
- Table 54 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Air care presents a continued strong performance
- Ceras Johnson and Reckitt Benckiser are the main players
- Discounters and warehouse clubs drive offline growth
- Consumers’ indoor lifestyles offer potential
- Air care products and essential oils both target consumers’ emotions
- Categories have the potential to generate growth
- Table 55 Sales of Air Care by Category: Value 2017-2022
- Table 56 Sales of Air Care by Category: % Value Growth 2017-2022
- Table 57 Sales of Air Care by Fragrance: Value Ranking 2020-2022
- Table 58 NBO Company Shares of Air Care: % Value 2018-2022
- Table 59 LBN Brand Shares of Air Care: % Value 2019-2022
- Table 60 Forecast Sales of Air Care by Category: Value 2022-2027
- Table 61 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
- HOME INSECTICIDES IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Home insecticides shows a weak performance in 2022
- Ceras Johnson continues to lead with Raid and Baygon
- More options for consumers will drive growth
- Business strategies for seasonal demand
- Sustainability as an opportunity
- At-home lifestyles could be positive in terms of driving demand for home insecticides
- Table 62 Sales of Home Insecticides by Category: Value 2017-2022
- Table 63 Sales of Home Insecticides by Category: % Value Growth 2017-2022
- Table 64 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
- Table 65 NBO Company Shares of Home Insecticides: % Value 2018-2022
- Table 66 LBN Brand Shares of Home Insecticides: % Value 2019-2022
- Table 67 Forecast Sales of Home Insecticides by Category: Value 2022-2027
- Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
