South America Household Cleaning Products Market Outlook, 2028

The household cleaning products industry in South America has experienced significant growth and transformation over the years, driven by various factors that have shaped consumer preferences and market dynamics. As one of the world's diverse and rapidly developing regions, South America presents a unique landscape for manufacturers and suppliers of cleaning solutions. With a large and ever-expanding population, increasing urbanisation, and rising disposable incomes, the demand for household cleaning products has been on a steady rise. Furthermore, heightened awareness of hygiene and cleanliness, especially in the wake of health crises like the COVID-19 pandemic, has further bolstered the market's growth. The industry has witnessed a shift towards eco-friendly and sustainable products, driven by environmentally conscious consumers seeking safer and more natural alternatives. As a region characterised by cultural richness and distinct consumer preferences, the market showcases a diverse array of cleaning product offerings to cater to various tastes and needs. Additionally, the prevalence of both established global brands and emerging local players has fostered a competitive landscape, encouraging innovation and product differentiation. The expansion of e-commerce platforms has also played a pivotal role in making household cleaning products more accessible to a wider consumer base across the region. However, navigating varying regulatory frameworks and ensuring compliance with safety standards remains crucial for manufacturers operating in this dynamic and promising market. As the industry continues to evolve, it presents ample opportunities for growth and expansion, making it a focal point of interest for both established players and newcomers seeking to tap into South America's thriving household cleaning products market.

According to the research report, South America Household Cleaning Products Market Outlook, 2028 the South America Household Cleaning Products market is expected to cross USD 18.02 Billion by 2028. South America has a large population, and urbanisation has been increasing steadily. As more people move to urban areas and lead busier lifestyles, the demand for convenient and effective cleaning products has risen. Further economic development in various South American countries created a growing middle class, resulting in increased disposable income. This allowed consumers to spend more money on non-essentials, such as raising awareness of the importance of household cleaning products. There has been an increase in maintaining hygiene and cleanliness, especially during disease outbreaks like COVID-19. This trend drove the demand for cleaning and disinfecting products. Manufacturers were continuously introducing innovative products, including eco-friendly and natural cleaning solutions, to cater to environmentally conscious consumers. Continuous advancements in cleaning product formulations and technologies were aimed at improving their effectiveness and efficiency in tackling tough stains, germs, and dirt, providing consumers with better cleaning outcomes. Furthermore, the Internet of Things (IoT) was being leveraged to enhance cleaning product performance and the user experience. Some cleaning devices and products were equipped with IoT capabilities, allowing users to monitor usage, receive alerts, and automate cleaning routines.

Segmentation:

Based on countries, Brazil, Argentina, and Colombia are among them. Brazil is dominating the South American Household cleaning products market with more than 30% market share in 2022.

Brazil has the largest population in South America, which translates into a substantial consumer base for household cleaning products. The size of the market in terms of both population and purchasing power contributes to Brazil's leadership position in the region. Further, Brazil is one of the largest economies in South America and has a growing middle class with increasing disposable incomes. As a result, consumers in Brazil have more purchasing power and are willing to spend on household cleaning products. Cultural factors can also play a role in shaping consumer preferences for certain types of cleaning products. Brazil's unique cultural context leads to specific preferences and buying behaviours within the household cleaning products market. Further, Argentina also has a growing market for household cleaning products. Despite facing economic challenges, Argentina still possesses a large consumer market with significant spending power. As the country's economy improves, consumers have more disposable income to allocate towards household cleaning products. Argentina has experienced a surge in e-commerce and online shopping, making household cleaning products more accessible to a broader range of consumers, even in remote areas.

Based on the product types segment, which includes laundry detergents, Dishwashing Products, Surface cleaners, floor cleaners, and Toilet Care Products, laundry detergents are dominating the market with the highest market share of above 52% in 2022.

As urbanisation continues, lifestyles are becoming busier and more fast-paced. This trend leads to an increased reliance on laundry detergents as people seek efficient and convenient solutions for their laundry needs. In urban areas, where space is often limited, many people lack access to outdoor laundry facilities. As a result, they rely more heavily on washing machines and, consequently, require more laundry detergent. Further, with an increased focus on health and well-being, there was a rising demand for hypoallergenic and skin-sensitive laundry detergents suitable for people with allergies or sensitive skin. Cold-water laundry detergents, which are designed to work effectively at lower temperatures, gained popularity in South America as consumers sought to save energy and reduce utility costs. Consumers in South America were increasingly interested in purchasing laundry detergents in bulk or opting for refill options, aligning with their sustainability goals and reducing single-use plastic waste. Popular fragrance trends observed in the region for laundry detergent are floral, citrus, tropical, fruity, and more.

Based on the Application segments considered in this report, which include fabric, kitchen, floor, bathroom, and Others (Windows), among them, fabric is leading the market with more than 52% in 2022.

Fabric is the leading market in 2022; furthermore, the kitchen is a growing market. Kitchens are high-traffic areas in households and are used multiple times a day for cooking, dining, and food preparation. Consequently, they tend to accumulate more dirt, grease, and spills, necessitating regular and frequent cleaning. South American consumers, like consumers worldwide, place a strong emphasis on food safety and hygiene in the kitchen. Cleaning products play a vital role in maintaining a clean and sanitised environment to prevent the spread of germs and foodborne illnesses. In South American cultures, cooking and eating are significant social activities, leading to a strong emphasis on kitchen cleanliness and the use of suitable cleaning products. Further, the Bathroom is also contributing to the growth of cleaning products; Bathrooms are high-traffic areas in households and are used frequently by all members of the household. As a result, they tend to accumulate dirt, soap scum, water stains, and germs, necessitating regular and thorough cleaning. Bathrooms are often exposed to moisture, creating an environment conducive to mould and mildew growth. Cleaning products targeted for mould and mildew removal are in demand to address these issues.

Based on the Distribution channels considered in this report, they include supermarkets and hypermarkets, convenience stores, online retail stores, and other distribution channels. Among them, supermarkets and hypermarkets will have the highest market share in 2022. Further, among the Nature types, which include Natural and chemical, chemical is leading the market in South America with the highest market share in 2022.

Hypermarkets and supermarkets offer a wide range of household cleaning products, providing consumers with a one-stop shopping experience. Shoppers can find various brands, types of cleaning products, and sizes to suit their needs. Furthermore, hypermarkets and supermarkets leverage their buying power and large-scale operations to negotiate competitive prices with suppliers. This results in cost savings that can be passed on to consumers, making these stores an attractive option for purchasing household cleaning products. There are several hypermarkets and supermarkets that offer a wide range of products in the South American market, like Carrefour, Walmart, Éxito, Cencosud, Líder, and more. Further, online retail stores will grow at the highest CAGR rate, and the ongoing trend of increasing e-commerce adoption is likely to continue in the future. Consumers are becoming more comfortable with online shopping due to its convenience, wide product selection, and ease of comparing prices and reviews. Online retailers often provide competitive pricing due to their lower overhead costs compared to physical stores. Additionally, frequent sales events and discounts further entice consumers to purchase cleaning products online. There are many online stores that offer a wide range of household cleaning products in regions like the Amazon, Linio, Falabella, Submarino, and many more. Based on their nature, Chemical-based cleaning products often contain powerful and specialised ingredients that can effectively remove stubborn stains, grease, and grime from various surfaces. This effectiveness is particularly appealing for consumers dealing with tough cleaning challenges in their households. Furthermore, chemical-based household cleaning products have been available on the market for a long time and have established a strong presence. Consumers may be more familiar with these products and trust their efficacy based on their historical usage.

Companies covered in this Report:

Unilever plc, The Procter & Gamble Company, Henkel AG & Co. KGaA, Colgate-Palmolive Company, The Clorox Company, Church & Dwight Co., Inc, Reckitt Benckiser Group plc, Kao Corporation, Amway Corporation, Godrej Consumer Products Limited, Ecolab Inc., McBride plc, Jyothy Labs Ltd, Goodmaid Chemicals Corporation, S. C. Johnson & Son, Inc, Lion Corporation, Dabur Ltd and Bolton Group Srl.

Considered in this report

• Geography: South America
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• South America Household Cleaning Products market Outlook with its value and forecast along with its segments
• Country-wise Household Cleaning Products market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Country covered in the report:

• Brazil
• Argentina
• Colombia

By Products types

• Laundry Detergents (Powder, Liquid, Pod, Fabric Softeners and Conditioners, Stain Remover)
• Dishwashing Products (Liquid, Tablet, Bar, Powder, Paste)
• Surface Cleaner / Floor Cleaner (Floor cleaner, Specialized Cleaner, Multi-Purpose)
• Toilet Care Products (Liquid, In-cisterns & rim Block, other)
• Glass Cleanser Products

By Nature type:

• Chemical
• Natural

By Application:

• Fabric
• Kitchen
• Floor
• Bathroom
• Others (Windows)

By Distribution channel

• Supermarkets/Hypermarkets
• Convenience Stores
• Online Retail Stores
• Other Distribution Channels

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organisations related to the artificial lawn industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.