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Dishwashing Products - Brazil - September 2013

“Automatic dishwashing products are still unknown to the majority of Brazilians due to low penetration of dishwashers in the country. The industry's efforts to supply more affordable dishwashers, as well as significant social changes taking place in Brazil, are factors that promote the development of the automatic dishwashing segment in Brazil.”

– David Turner, Head of Research Brazil

This report will answer the following questions:

  • What are the most popular dishwashing methods used in Brazil?
  • Are there any prospects for change in Brazilians’ dishwashing habits in the next few years?
  • What are the existing opportunities to keep the mature manual liquid detergent market growing?
  • What are the existing obstacles to the popularization of automatic dishwashing in Brazil and what is being done to change this situation?
  • What are the most valued attributes in dishwashing products by the category users?
  • How can innovations and global trends in scents, cleaning efficiency, sensitive-skin formulas and environmentally friendly products meet the demands of Brazilian users?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
          • Currency and scales
          • Executive Summary

              • The market
                • Figure 1: Retail value and volume sales of manual dishwashing liquid detergents, 2008-13
              • Forecast
                • Figure 2: Retail volume sales forecast of manual dishwashing liquid detergents, 2008-18
                • Figure 3: Retail sales value forecast of manual dishwashing liquid detergents, 2008-18
              • Companies
                • Figure 4: Retail revenues market share of leading companies of manual dishwashing detergent, 2009-12
              • The issues
                • Manual dishwashing products lead the markets, but automatic dishwashing products show potential
                  • Figure 5: Home dishwashing methods, manual & automatic, June 2013
                • High cleaning power detergents attract mainly low-income consumers
                  • Figure 6: Agreement with the statement “Products that make a lot of foam wash better”, by socio-economic group, June 2013
                • There is a high demand in the Brazilian market for environmentally friendly products and natural formulas
                  • Figure 7: Agreement with the statement ‘I would like to have more options of products that are environmentally friendly/have natural ingredients’, by socio-economic group, June 2013
                • The importance given to products designed for sensitive skin is an opportunity for innovation
                  • Figure 8: Agreement with the statement “It is important to use dishwashing liquid detergents that are specially designed for sensitive skin”, by age, June 2013
                • The interest in new scents creates an opportunity for successful global trends
                  • Figure 9: Agreement with the statement “I would try out products with new scents, by dishwashing method”, June 2013
                • What we think
                • Manual Dishwashing Products Lead the Market, but Automatic Dishwashing Products Show Potential

                  • Key points
                    • The market is largely dominated by manual dishwashing products
                      • Figure 10: Home dishwashing methods, manual & automatic, June 2013
                      • Figure 11: Volume sales of dishwashers, 2009-12
                      • Figure 12: Launches of new dishwashing products in Brazil, by segment, 2009-12
                      • Figure 13: Launches of new dishwashing products in the U.S., by segment, 2009-12
                    • Consumer education and affordable pricing can make dishwashers more popular
                      • Figure 14: Attitudes toward green behavior, June 2012
                      • Figure 15: Attitudes toward recycling and waste reduction, by demographics, June 2012
                    • With more jobs in Brazil and fewer housemaids, consumers are getting increasingly dependent on dishwashers
                      • Figure 16: Unemployment rate of women and men, 2003-11
                    • What it means
                    • High Cleaning Power Detergents Attract Mainly Low-Income Consumers

                      • Key points
                        • Brazilians want dishes to look spotlessly clean
                          • Figure 17: Agreement with the statement “It is important that dishes look spotlessly clean”, by socio-economic group, June 2013
                          • Figure 18: Frequency of washing dishes at home, June 2013
                        • Known brands are well positioned to expand their product lines and add innovations with degreasing claims
                            • Figure 19: Agreement with the statement “It's worth paying a little bit more for a well-known brand”, by socio-economic group, June 2013
                          • More foam represents greater cleaning power, especially for low-income consumers
                            • Figure 20: Agreement with the statement “Products that make a lot of foam wash better”, by socio-economic group, June 2013
                            • Figure 21: Penetration of soap bars, by socio-economic group, June 2013
                          • What it means
                          • High Demand in Brazil for Environmentally Friendly Products and Natural Formulas

                            • Key points
                              • Despite high demand, supply of products clearly positioned as environmentally friendly is still limited
                                • Figure 22: Agreement with statements, June 2012
                                • Figure 23: Launches of new dishwashing products, by top five claims, 2009-12
                                • Figure 24: Agreement with the statement "I would like to have more options of products that are environmentally friendly/have natural ingredients," by socio-economic group, June 2013
                              • Green credentials and additional benefits can help environmentally friendly brands to stand out in the market
                                • Concentrated formulas can strengthen “green” positioning
                                  • Figure 25: Agreement with the statement "Concentrated products are good value for money", by socio-economic group, June 2013
                                • What it means
                                • The Importance Given to Products Designed for Sensitive Skin is an Opportunity for Innovation

                                  • Key points
                                    • Products with sensitive skin formulas are important for Brazilians, especially mature women
                                      • Figure 26: Agreement with the statement "It is important to use dishwashing liquid detergents that are specially designed for sensitive skin", by age, June 2013
                                      • Figure 27: Purchase of dishwashing products at small-medium sized supermarkets, by age, June 2013
                                    • Functional ingredients and brand association (co-branding) can position detergents as skin-friendly products
                                      • What it means
                                      • The Interest in New Scents Creates an Opportunity for Successful Global Trends

                                        • Key points
                                          • Neutral, fruit and citric scents dominate launches, but consumers want innovations
                                            • Figure 28: Agreement with the statement "I would try out dishwashing products with new scents", by age group, June 2013
                                          • Global trends such as gourmet and provenance bring innovation to the dishwashing products category
                                            • The interest in new scents is also high in the automatic dishwashing segment
                                              • Figure 29: Agreement with the statement "I would try out products with new scents, by dishwashing method, June 2013
                                            • Anti-odor and anti-bacterial formulas have potential in Brazil
                                              • What it means
                                              • Appendix – The Market

                                                  • Figure 30: Retail value sales of manual liquid detergents, 2008-13
                                                  • Figure 31: Retail volume sales of manual dishwashing liquid detergents, 2008-13
                                                  • Figure 32: Retail sales value forecast of manual dishwashing liquid detergents, 2013-18
                                                  • Figure 33: Retail volume sales forecast of manual dishwashing liquid detergents, 2013-17
                                                  • Figure 34: Retail revenues market share of leading companies of manual dishwashing detergent, 2009-12
                                              • Appendix – The Consumer

                                                • Frequency
                                                  • Figure 35: Most popular frequency of washing dishes at home, June 2013
                                                  • Figure 36: Next most popular frequency of washing dishes at home, June 2013
                                                  • Figure 37: Most popular frequency of washing dishes at home, by demographics, June 2013
                                                  • Figure 38: Next most popular frequency of washing dishes at home, by demographics, June 2013
                                                • Washing the dishes by hand
                                                  • Figure 39: Most popular frequency of washing dishes by hand at home, June 2013
                                                  • Figure 40: Next most popular frequency of washing dishes by hand at home, June 2013
                                                • Washing the dishes using a dishwasher
                                                  • Figure 41: Most popular frequency of washing dishes in a dishwasher, June 2013
                                                • Dishwashing products used
                                                  • Figure 42: Dishwashing products used, June 2013
                                                  • Figure 43: Most popular dishwashing products, by demographics, June 2013
                                                  • Figure 44: Next most popular dishwashing products used, by demographics, June 2013
                                                  • Figure 45: Frequency of washing dishes at home, by dishwashing products used, June 2013
                                                • Purchasing channels of dishwashing products
                                                  • Figure 46: Purchasing channels of dishwashing products, June 2013
                                                  • Figure 47: Most popular purchasing channels of dishwashing products, by demographics, June 2013
                                                  • Figure 48: Dishwashing products used, by purchasing channels of dishwashing products, June 2013
                                                  • Figure 49: Purchasing channels of dishwashing products, by frequency of washing dishes at home, June 2013
                                                  • Figure 50: Purchasing channels of dishwashing products, by frequency of washing dishes by hand at home, June 2013
                                                  • Figure 51: Purchasing channels of dishwashing products, by frequency of washing dishes in a dishwasher at home, June 2013
                                                • Attitudes toward purchasing and the benefits of dishwashing products
                                                  • Figure 52: Attitudes toward purchasing and the benefits of dishwashing products, June 2013
                                                  • Figure 53: Agreement with the statement ‘It's worth paying a little bit more for a well-known brand,’ by demographics, June 2013
                                                  • Figure 54: Agreement with the statement ‘It is important that the dishes look spotlessly clean,’ by demographics, June 2013
                                                  • Figure 55: Agreement with the statement ‘Bigger pack sizes do more washes,’ by demographics, June 2013
                                                  • Figure 56: Agreement with the statement ‘I would try out dishwashing products with new fragrances,’ by demographics, June 2013
                                                  • Figure 57: Agreement with the statement ‘Concentrated products are good value for money,’ by demographics, June 2013
                                                  • Figure 58: Agreement with the statement ‘It is important to use a washing up liquid that is designed for sensitive skin,’ by demographics, June 2013
                                                  • Figure 59: Agreement with the statement ‘I would like to have more options of products that are environmentally friendly/have natural ingredients,’ by demographics, June 2013
                                                  • Figure 60: Agreement with the statement ‘Own-brand/supermarket dishwashing products are just as good as branded,’ by demographics, June 2013
                                                  • Figure 61: Agreement with the statement ‘It is important to experiment with new brands,’ by demographics, June 2013
                                                  • Figure 62: Agreement with the statement ‘Products that make a lot of foam wash better,’ by demographics, June 2013
                                                  • Figure 63: Attitudes toward purchasing and the benefits of dishwashing products, by frequency of washing dishes at home, June 2013
                                                  • Figure 64: Attitudes toward purchasing dishwashing products and their benefits, by frequency of washing dishes by hand at home, June 2013
                                                  • Figure 65: Attitudes toward purchasing dishwashing products and their benefits, by frequency of washing dishes in a dishwasher at home, June 2013
                                                  • Figure 66: Attitudes toward purchasing dishwashing products and their benefits. by dishwashing products used of dishwashing products, June 2013
                                                  • Figure 67: Attitudes toward purchasing dishwashing products, by purchasing channels of dishwashing products, June 2013
                                              • Appendix – GNPD Data

                                                  • Figure 68: Launches of new dishwashing products in Brazil, by segment, 2009-12
                                                  • Figure 69: Launches of new dishwashing products in the US, by segment, 2009-12
                                                  • Figure 70: Launches of new dishwashing products, by ten main claims, 2009-12
                                                  • Figure 71: Launches of new dishwashing products, by company, 2009-12

                                              Companies Covered

                                              To learn more about the companies covered in this report please contact us.

                                              Dishwashing Products - Brazil - September 2013

                                              £3,277.28 (Excl.Tax)