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Household Hard Surface Cleaning and Care Products Industry in Brazil: Housewares Market Analysis & Growth Research Report December 2013

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Albany, NY -- (SBWIRE) -- 02/12/2014 -- Household Hard Surface Cleaning And Care Products Market Research In Brazil - December 2013: Market study Report

High levels of product usage and a cultural desire to maintain a clean home should buoy the household hard surface cleaners market over the coming years. However, in order to drive the market forward, brands operating the market can look to create new product innovations that cater more directly to the core consumer issues, such as the environment, the continued emphasis on value, and finding convenient, time-saving cleaning solutions.

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Table of Content

Introduction

Products covered in this report
Segment definitions
Abbreviations

Executive Summary

The market
Figure 1: Brazilian retail value sales for household hard surface cleaning and care products, 2008-18
Market drivers
Increase in population size set to create new opportunities for product innovation
Growth in internet penetration set to continue
Companies, brands, and innovation
New packaging and new varieties/range extensions dominate new product launch activity
Figure 2: New product launches in the household hard surface cleaning and care market, % share by launch type, Jan 2009-Nov 2013
The consumer
C1 and C2 consumers lead product usage
Supermarkets are the dominant purchase channel for household cleaners
Figure 3: Purchase channel for surface cleaning products, May 2013
Consumers seek to make a good impression with clean homes
Figure 4: General attitudes to housework, May 2013
High demand for more environmentally friendly cleaning products
Figure 5: Consumer attitudes towards household cleaning, May 2013
What we think

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Issues in the Market

How can brands in the market better respond to the demand for more environmentally friendly products?
In what ways can companies better cater to the growing working population?
Which demographic groups are most important to the market and how can brands better target them?
How can brands increase interest in specialist cleaners and surface-specific products?

Market Drivers

Key points
Age of population
Figure 6: Trends in the age structure of the Brazilian population, 2008-18
The growing number of consumers aged 55+ creates new opportunities
Figure 7: Current living situation, by age group, July 2013
Over 55s take pleasure in doing housework
Figure 8: General lifestyle attitudes, May 2013
Figure 9: Examples of product launches designed for older consumers (aged 75+), USA and Japan, 2012-13
Growth in internet penetration set to continue
Figure 10: Number of users with internet accesses in their homes and the workplace, 2009-12

Who’s Innovating?

Key points
New packaging and new varieties/range extensions dominate new launch activity
Figure 11: New product launches in the household hard surface cleaning and care market, % share by launch type, Jan 2009-Nov 2013
Own-label vs branded
Figure 12: New product launches in the household cleaning and care market, % share by own-label/branded, Jan 2009-Nov 2013
Figure 13: Examples of own-label household cleaning and care products launched in Brazil, 2013
Reckitt Benckiser leads product innovation
Figure 14: New product launches, by top five ultimate companies, Dec 2012-Nov 2013
Figure 15: Examples of hard surface cleaners launched by top five companies, 2013
Environmentally friendly packaging leads new product claims
Figure 16: New product launches, by top 10 claims, 2013
Figure 17: Examples of Cif PowerPro Naturals products, UK, 2012
Floral dominates fragrances
Figure 18: New product launches in the household cleaning and care market, % share of top five fragrance component groups and other, 2013
Figure 19: Examples of products launched by fragrance component category, 2013

Market Size, Forecast and Segment Performance

Key points
Sales by segment
Figure 20: Brazilian retail value sales for household hard surface cleaning and care products, by segment, 2012-13
Slower rate of growth going forward
Figure 21: Brazilian retail value sales for household hard surface cleaning and care products, 2008-18
The future
Figure 22: Brazilian retail value sales for household hard surface cleaning and care products, 2008-18
Forecast methodology

Market Share

Key points
Reckitt Benckiser dominates the household cleaners market
Figure 23: Manufacturers’ value shares in household cleaners, 2011-12
Figure 24: Examples of reformulated/repackaged room-specific cleaners launched by Reckitt Benckiser, 2012
Solid growth by domestic operators
Figure 25: Examples of reformulated products launched by Grupo JBS-Friboi, 2012
Mixed performance for international operators

Companies and Brands

Reckitt Benckiser Group plc.
Figure 26: Examples of household cleaning and care products launched by Reckitt Benckiser in Brazil, 2013
Industrias Anhembi S.A.
Colgate-Palmolive Company
Unilever Plc
Figure 27: Examples of household cleaning and care products launched by Unilever in Brazil, 2013
Bombril S.A.
Figure 28: Examples of household cleaning and care products launched by Bombril under the Pratice brand in Brazil, 2013

The Consumer-Usage and Frequency

Key points
Bleaches and disinfectants the most popular household products
Figure 29: Frequency of using surface cleaning products, May 2013
Driving usage of specialist cleaners
Women are the dominant users cleaning products
Figure 30: Frequency of using household cleaning products, by gender, May 2013
C1 and C2 consumers lead product usage
Figure 31: Use of surface cleaning products, by socioeconomic group, May 2013
Consumers use a wide repertory of products
Figure 32: Repertoire of frequency of using surface cleaning products, May 2013

The Consumer – Purchase Channel

Key points
Supermarkets are the dominant purchase channel for household cleaners
Figure 33: Purchase channel for surface cleaning products, May 2013
Place of purchase differs widely depending on region
Figure 34: Place of purchase for household cleaners, by region, May 2013
Consumers with a higher purchasing power favor hypermarkets
Figure 35: Purchase channel of household cleaning products, small and medium-sized supermarkets vs hypermarkets, by socioeconomic group, May 2013
Internet penetration set to grow

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