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Home Laundry Products - Brazil - August 2014

"Brazilians take their personal hygiene very seriously. Consumers constantly change and wash their clothes, and spend more on home laundry products than their counterparts in the Northern hemisphere."

– Victor Fraga, Senior Analyst

This report investigates the home laundry market in Brazil.

This market covers laundry detergents, fabric conditioners and softeners, and laundry aids. Market size comprises sales through all retail channels including direct-to-consumer and excludes sales to professional laundries and launderettes.

 

Brazil is a hot country with complex and rapidly changing demands in the home laundry sector. Brazilians everywhere like their clothes to be very clean and fragrant. They spend twice more a year than their American and British counterparts on home laundry products, once purchasing parity is taken into account.
 
Consumers in the five regions of the country are progressively giving up old habits and traditions such as the coconut soap bar, bleach, and the use of domestic workers in favor of a more pro-active (do-it-yourself), automated and environment-friendly approach to washing their laundry. These behavioral changes are clearly visible in the South and the Southeast, but the other regions are quickly catching up, too.
 
Suppliers must reconcile old habits with new home laundry technologies and offer increasingly busy and independent Brazilians a variety of solutions suitable for their modern lifestyle. This is a very mature and yet dynamic market.
 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Home laundry sector sales, by value – Brazil – 2009-19
              • Figure 2: Leading manufacturer sales in the home laundry sector, by value 2012-13
            • Market drivers
              • Companies and innovation
                • The consumer
                  • Figure 3: Home laundry usage, Brazil – May 2014
                • What we think
                • Issues and Insights

                    • Sweating the small stuff
                      • The facts
                        • The implications
                          • A new stage for the laundry
                            • The facts
                              • The implications
                              • Trend Applications

                                  • Trend: Minimize Me
                                    • Trend: Make it Mine
                                      • Trend: Life Hacking
                                      • Market Drivers

                                          • Rise of the machines
                                              • Figure 4: Percentage of households with washing machines in Brazil – by region
                                            • Women leave the laundry room
                                              • Figure 5: Percentage of women employees and employers in Brazil – by region
                                            • No time to stand and scrub
                                                • Figure 6: Unemployment and GDP per capita in Brazil
                                              • The demise of domestic workers
                                                • Heal the world, make it a cleaner place
                                                • Who’s Innovating?

                                                    • The power of the pod
                                                      • Smells like passion fruit spirit
                                                        • Some like it fragrant
                                                          • A product solely for jeans
                                                            • Like water for chocolate
                                                            • Market Size, Forecast, and Segment Performance

                                                              • Key points
                                                                • A stable and mature market
                                                                  • The strong will survive
                                                                    • Figure 7: Home laundry sector sales, by value – Brazil – 2009-19
                                                                  • The fall of the bars
                                                                      • Figure 8: home laundry sales segmentation, by value 2009-13
                                                                    • The story goes on
                                                                      • Figure 9: Home laundry sector sales, by value – Brazil – 2009-19
                                                                  • Market Share

                                                                      • Three market leaders
                                                                        • Leadership challenged?
                                                                          • Small players reinvent themselves
                                                                            • Figure 10: Leading manufacturer sales in the home laundry sector, by value 2012-13
                                                                        • Company Profiles

                                                                          • Unilever
                                                                            • Company background
                                                                              • Company performance
                                                                                • Retail offering
                                                                                  • Química Amparo
                                                                                    • Company background
                                                                                      • Company performance
                                                                                        • Retail offering
                                                                                          • Procter & Gamble
                                                                                            • Company background
                                                                                              • Company performance
                                                                                                • Retail offering
                                                                                                • The Consumer – Usage

                                                                                                  • Key points
                                                                                                    • Washing methods are diverse and fragmented
                                                                                                        • Figure 11: Home laundry usage, Brazil – May 2014
                                                                                                      • Most people use washing machines
                                                                                                          • Figure 12: Home laundry usage, by media, Brazil – May 2014
                                                                                                        • Most do the laundry themselves, at least occasionally
                                                                                                            • Figure 13: Home laundry usage, by performer of action, Brazil – May 2014
                                                                                                          • The older do it by hand
                                                                                                              • Figure 14: Consumers who do laundry by hand, Brazil – May 2014
                                                                                                          • The Consumer – Laundry Habits

                                                                                                            • Key points
                                                                                                              • Old habits die hard
                                                                                                                  • Figure 15: Laundry habits, Brazil – May 2014
                                                                                                                • The North and Northeast like soap bars
                                                                                                                    • Figure 16: Usage of bar laundry soap, by region, Brazil – May 2014
                                                                                                                  • The young like convenience and innovation
                                                                                                                      • Figure 17: Usage of two-in-one products, by region, Brazil – May 2014
                                                                                                                  • The Consumer – Buying Preferences

                                                                                                                    • Key points
                                                                                                                      • Brazilians are frugal and old-fashioned
                                                                                                                          • Figure 18: Laundry buying preferences, Brazil – May 2014
                                                                                                                        • The North and Northeast shun paper packaging
                                                                                                                            • Figure 19: Laundry buying preferences, by region – May 2014
                                                                                                                          • Men like it quick, women like it diverse
                                                                                                                              • Figure 20: Laundry buying preferences, by age group, Brazil – May 2014
                                                                                                                            • ABs prefer dosing caps
                                                                                                                                • Figure 21: Preference for a dosing device, by socioeconomic group, Brazil – May 2014
                                                                                                                            • The Consumer – Attitudes

                                                                                                                              • Key points
                                                                                                                                • Child safety first
                                                                                                                                    • Figure 22: Laundry buying preferences, Brazil – May 2014
                                                                                                                                  • The three letters that saved the world
                                                                                                                                      • Figure 23: Views toward bio products, Brazil – May 2014
                                                                                                                                    • Older consumers prefer it natural and odorless
                                                                                                                                        • Figure 24: Laundry buying preferences, by age group, Brazil – May 2014
                                                                                                                                    • Appendix – Usage

                                                                                                                                        • Figure 25: Usage, April 2014
                                                                                                                                        • Figure 26: Most popular usage, by demographics, April 2014
                                                                                                                                        • Figure 27: Next most popular usage, by demographics, April 2014
                                                                                                                                    • Appendix – Laundry Habits

                                                                                                                                        • Figure 28: Laundry habits, April 2014
                                                                                                                                        • Figure 29: Laundry habits – Powdered detergent, by demographics, April 2014
                                                                                                                                        • Figure 30: Laundry habits – Liquid detergent, by demographics, April 2014
                                                                                                                                        • Figure 31: Laundry habits – Bar laundry, by demographics, April 2014
                                                                                                                                        • Figure 32: Laundry habits – Concentrated liquid detergent, by demographics, April 2014
                                                                                                                                        • Figure 33: Laundry habits – Two-in-one product, by demographics, April 2014
                                                                                                                                        • Figure 34: Laundry habits – Capsule, by demographics, April 2014
                                                                                                                                        • Figure 35: Laundry habits – Fabric softener, by demographics, April 2014
                                                                                                                                        • Figure 36: Laundry habits – Bleach, by demographics, April 2014
                                                                                                                                        • Figure 37: Laundry habits – Stain remover, by demographics, April 2014
                                                                                                                                    • Appendix – Buying Preferences

                                                                                                                                        • Figure 38: Buying preferences, April 2014
                                                                                                                                        • Figure 39: Most popular buying preferences, by demographics, April 2014
                                                                                                                                        • Figure 40: Next most popular buying preferences, by demographics, April 2014
                                                                                                                                    • Appendix – Differentiators

                                                                                                                                        • Figure 41: Differentiators, April 2014
                                                                                                                                        • Figure 42: Differentiators – I prefer home laundry products that are ‘bio,’ by demographics, April 2014
                                                                                                                                        • Figure 43: Differentiators – Bio home laundry products are good for the environment, by demographics, April 2014
                                                                                                                                        • Figure 44: Differentiators – Bio home laundry products are good for my skin, by demographics, April 2014
                                                                                                                                        • Figure 45: Differentiators – I prefer home laundry products/formulations with natural ingredients, by demographics, April 2014
                                                                                                                                        • Figure 46: Differentiators – I am concerned about the risk of children being poisoned by laundry products stored in the home, by demographics, April 2014
                                                                                                                                        • Figure 47: Differentiators – I would buy washing powder in capsules if it was available on the market, by demographics, April 2014
                                                                                                                                        • Figure 48: Differentiators – It is worth paying a bit more for a well-known brand, by demographics, April 2014
                                                                                                                                        • Figure 49: Differentiators – I prefer fragrance-free laundry products, by demographics, April 2014
                                                                                                                                        • Figure 50: Differentiators – I would be interested in a laundry product with new or enhanced fragrances/scents, by demographics, April 2014
                                                                                                                                        • Figure 51: Differentiators – I would be interested in laundry products that use new technology in cleaning power (such as a new enzyme), by demographics, April 2014
                                                                                                                                        • Figure 52: Differentiators – There is no performance difference between powder and liquid detergent, by demographics, April 2014
                                                                                                                                        • Figure 53: Differentiators – I prefer smaller containers with concentrated liquid detergent or fabric conditioner, by demographics, April 2014

                                                                                                                                    Companies Covered

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

                                                                                                                                    Home Laundry Products - Brazil - August 2014

                                                                                                                                    £3,174.67 (Excl.Tax)