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Household Hard Surface Cleaning and Care Products - Brazil - December 2013

“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.”

– Jack Duckett, Research Analyst

Some questions answered in this report include:

  • 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?

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Table of contents

  1. 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
                          • 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
                                                    • Indústrias 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
                                                              • The Consumer – General Attitudes towards Housework

                                                                • Key points
                                                                  • Consumers seek to make a good impression with clean homes
                                                                    • Figure 36: General attitudes to housework, May 2013
                                                                  • C2DEs and higher frequency users the most likely to enjoy cleaning the home
                                                                    • Figure 37: Agreement with the statement “I enjoy cleaning the house”, by frequency of using surface cleaning products, May 2013
                                                                    • Figure 38: Agreement with the statement “I enjoy cleaning the house”, by socioeconomic group, May 2013
                                                                    • Figure 39: Orla Kiely limited edition household cleaning products launched for Method, US, 2012
                                                                • The Consumer – Attitudes towards Buying Hard Surface Cleaning Products

                                                                  • Key points
                                                                    • High demand for more environmentally friendly cleaning products
                                                                      • Figure 40: Consumer attitudes towards household cleaning, May 2013
                                                                    • Consumers show a high degree of brand loyalty
                                                                      • Figure 41: Agreement with attitudinal statements on household cleaning, May 2013
                                                                    • Consumers prepared to pay more for products with added convenience
                                                                        • Figure 42: Examples of wipe cleaning products launched in the Brazilian hard surface cleaning market, 2011-13
                                                                      • Ability to kill germs important to over eight in 10
                                                                      • Appendix – Market Drivers

                                                                          • Figure 43: Trends in the age structure of the Brazilian population, 2008-18
                                                                          • Figure 44: Current living situation, by age group, July 2013
                                                                          • Figure 45: Attitudes toward seniors' lifestyle, May 2013
                                                                      • Appendix – Who’s Innovating?

                                                                          • Figure 46: New product launches in the household hard surface cleaning and care market, % share by product sub-category, Jan 2009-Nov 2013
                                                                      • Appendix – The Consumer – Usage and Frequency

                                                                          • Figure 47: Frequency of using surface cleaning products, May 2013
                                                                          • Figure 48: Frequency of using surface cleaning products - Bleach/disinfectant, by demographics, May 2013
                                                                          • Figure 49: Frequency of using surface cleaning products—multipurpose cleaning products, by demographics, May 2013
                                                                          • Figure 50: Frequency of using surface cleaning products - Bath, shower and tile products, by demographics, May°2013
                                                                          • Figure 51: Frequency of using surface cleaning products – Kitchen surface cleaning products, by demographics, May 2013
                                                                          • Figure 52: Purchase channel, by frequency of using surface cleaning products – multipurpose cleaning products, May 2013
                                                                          • Figure 53: Average time spent on main daily activity, by demographics, November 2012
                                                                          • Figure 54: Repertoire of frequency of using surface cleaning products, by demographics, May 2013
                                                                      • Appendix – The Consumer – Purchase Channel

                                                                          • Figure 55: Most popular purchase channel, by demographics, May 2013
                                                                          • Figure 56: Next most popular purchase channel, by demographics, May 2013
                                                                      • Appendix – The Consumer – General Attitudes to Housework

                                                                          • Figure 57: Most popular general attitudes to housework, by demographics, May 2013
                                                                          • Figure 58: Next most popular general attitudes to housework, by demographics, May 2013
                                                                          • Figure 59: General attitudes to housework, by frequency of using surface cleaning products – multipurpose cleaning products, May 2013
                                                                          • Figure 60: General attitudes to housework, by frequency of using surface cleaning products/bleach/disinfectant, May 2013
                                                                      • Appendix – The Consumer – Attitudes towards Buying Hard Surface Cleaning Products

                                                                          • Figure 61: Consumer attitudes, May 2013
                                                                          • Figure 62: Agreement with the statement “Products that kill germs are important to me”, by demographics, May 2013
                                                                          • Figure 63: Consumer attitudes, by frequency of using surface cleaning products – bleach/disinfectant, May 2013

                                                                      Companies Covered

                                                                      • Colgate-Palmolive Company

                                                                      Household Hard Surface Cleaning and Care Products - Brazil - December 2013

                                                                      £3,277.28 (Excl.Tax)