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Laundry Products - Brazil - February 2013

“Brazilians spend more on laundry products than their Latin American neighbors. The recent rise in income has increased the penetration of washing machines, which in turn has made consumers adopt more sophisticated laundry methods and products. This trend should continue to influence the market in the coming years.”
– Pat Neviani-Aston, Global Research Director
This report will answer the following questions:

  • What changes have been caused by the higher penetration of washing machines in Brazil?
  • What are the opportunities to increase the penetration of some laundry products among different socio-economic groups?
  • What are the different laundry habits of Brazilians from different regions and what do companies need to do to meet their demands?
  • Which demographic segments are more open to new products and which ones are more likely to use traditional laundry methods and products?
  • What can be done to help traditional consumers to overcome their resistance to new products?
  • What attributes do Brazilians consider most important in laundry products?
  • What are the existing opportunities in the segment of environmentally friendly products?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Per capita expenditure on laundry products in US$, in selected Latin American countries, 2008-11
              • Figure 2: Laundry products market, by value, 2007-11
              • Figure 3: Laundry product market segments, by value, 2010-11
            • Forecast
              • Figure 4: Forecast of laundry product sales, by value, 2007-17
            • Market leaders
              • Figure 5: Laundry products market share, by company, 2009-11
              • Figure 6: Powder soap/detergent segment market share, by company, 2009-11
              • Figure 7: Fabric softener segment market share, by company, 2009-11
              • Figure 8: Soap bar segment market share, by company, 2009-11
            • Key points
              • Sophisticated products gain market share
                • Figure 9: Percentage of soap/detergent product launches, by format, January 2009-December 2012
              • Fabric softeners are already part of the laundry routine of Brazilian consumers
                • Figure 10: Frequency of use of laundry products, by segment, November 2012
              • Brand is the most important aspect to consumers
                • Figure 11: Attitudes toward laundry products, by laundry product used, November 2012
              • Different regions have very different laundry habits
                • Figure 12: Laundry methods, by region, November 2012
              • Consumers are still resistant to change
                • Figure 13: Attitudes toward laundry products, November 2012
              • Eco-friendly packaging and products gain market traction
                • Figure 14: New biodegradable products/packaging launches in the laundry category, 2009-12
            • Sophisticated Products Gain Market Share

              • Key points
                • The penetration of washing machines in Brazil is growing
                  • Figure 15: National percentage of homes with an automatic washing machine in the total of private and permanent households, 2000-11
                  • Figure 16: National percentage of households with an automatic washing machine in the total of private and permanent households, by socio-economic group, 2005 and 2011
                  • Figure 17: Laundry methods, by socio-economic groups, November 2012
                  • Figure 18: Type of washing machine, by socio-economic group, November 2012
                • Socio-economic group C consumers are developing more sophisticated laundry habits
                  • Figure 19: Use of liquid soap/detergent and stain removers, by socio-economic group, November 2012
                  • Figure 20: Attitudes toward laundry products, by socio-economic group, November 2012
                  • Figure 21: Attitudes toward laundry products, by socio-economic group, November 2012
                • Despite the popularity of powder soap/detergents, the liquid format is gaining market share
                  • Figure 22: Laundry products, November 2012
                  • Figure 23: Laundry products, by laundry method, November 2012
                  • Figure 24: Sales share of different segments in the laundry category, 2010-11
                  • Figure 25: Percentage of automatic soap/detergents launches, by format, January 2009-December 2012
                • What it means
                • Fabric Softeners Are Already Part of the Laundry Routine of Brazilians

                  • Key points
                    • Fabric softeners have high frequency of use
                      • Figure 26: Use of fabric softeners, by socio-economic groups, November 2012
                      • Figure 27: Frequency of use of laundry products, by segment, November 2012
                      • Figure 28: Consumers who use fabric softener every time they do their laundry, by socio-economic group, November 2012
                    • Fragrance is the aspect most valued by users of fabric softeners
                      • Figure 29: Attitudes toward laundry products, November 2012
                      • Figure 30: Percentage of consumers that normally chose laundry products based on their fragrance/perfume, by segment, November 2012
                    • The large number of launches keeps consumers engaged with the category
                      • Figure 31: New product launches in the laundry category, by segment, January 2009-December 2012
                      • Figure 32: Fabric softeners launches in the laundry category, January 2009-December 2012
                    • What it means
                    • The Most Important Attribute to Consumers is the Brand

                      • Key points
                        • Consumer loyalty makes well-known brands keep their market leadership
                            • Figure 33: Attitudes toward laundry products, by laundry product used, November 2012
                            • Figure 34: Laundry products market share, by company, 2009-11
                            • Figure 35: New product launches in the laundry category*, by company, 2009-12
                            • Figure 36: New product launches in bleaches and stain removers, by company, 2009-12
                          • Competition is increasingly higher in the liquid segment
                              • Figure 37: Liquid soap/detergent launches, by company, 2009-12
                              • Figure 38: Attitudes toward laundry products, by laundry product used, November 2012
                            • Restructuring of some national manufacturers will increase competition
                                • Figure 39: Attitudes toward laundry products, by region, November 2012
                              • What it means
                              • Different Regions Have Very Different Laundry Habits

                                • Key points
                                  • North vs. South: opposite laundry habits
                                    • Figure 40: Distribution of people by monthly income of all jobs, by region, in number of minimum salary*, 2010
                                    • Figure 41: Laundry methods, by region, November 2012
                                    • Figure 42: National percentage of private and permanent households with an automatic washing machine, by region, 2000-10
                                    • Figure 43: Usage of laundry products, by region, November 2012
                                    • Figure 44: Preference for powder soap/detergents in plastic pouches because they are more economical, by region, November 2012
                                  • Place of purchase of laundry products is also different
                                    • Figure 45: Place of purchase for laundry products, November 2012
                                    • Figure 46: Place of purchase for laundry products, by region, November 2012
                                    • Figure 47: Attitudes toward laundry products, by socio-economic group, November 2012
                                    • Figure 48: Place of purchase of laundry products, by product, November 2012
                                  • What it means
                                  • Consumers Are Still Resistant to Change

                                    • Key points
                                      • Brazilians are still not very engaged with the new categories
                                          • Figure 49: Attitudes toward laundry products, November 2012
                                          • Figure 50: Attitudes toward laundry products, by laundry method, November 2012
                                        • Concentrated formulas are still not popular amongst consumers
                                          • Figure 51: Percentage of laundry product launches with a concentrated formula, per year, January 2009-December 2012
                                        • Younger consumers are more open to using new categories, while older consumers are more traditional
                                            • Figure 52: Usage of laundry products, by age, November 2012
                                            • Figure 53: Use of liquid soap/detergent, by children in household, November 2012
                                            • Figure 54: Usage of laundry products, by children in household, November 2012
                                            • Figure 55: Percentage of consumers who always buy cheapeer laundry products, by age, November 2012
                                          • It is important to educate consumers on how to use new products
                                            • What it means
                                            • Sustainable Packaging and Products Gain Market Traction

                                              • Key points
                                                • In response to increased demand, there are more biodegradable products and recyclable packaging available
                                                  • Figure 56: Attitudes toward “green” behavior, June 2012
                                                  • Figure 57: What responsibility do you think that the following entities have to preserve the environment?, June 2012
                                                  • Figure 58: Biodegradable products/packaging launches in the laundry category, 2009-12
                                                • Brazilian consumers are still very sensitive to price
                                                  • Figure 59: Percentage of consumers sensitive to price, by socio-economic group, June 2012
                                                • What it means
                                                • Appendix – The Market

                                                    • Figure 60: Laundry products market, by value, 2007-11
                                                    • Figure 61: Laundry products market segments, by value, 2010-11
                                                    • Figure 62: Laundry products company market share, 2009-11
                                                    • Figure 63: Powder soap segment market share, by company, 2009-11
                                                    • Figure 64: Fabric softener segment market share, by company, 2009-11
                                                    • Figure 65: Soap bar segment market share, by company, 2009-11
                                                    • Figure 66: Forecast by value, 2012-17
                                                • Appendix – The Consumer

                                                  • Methods and products for washing clothes
                                                    • Figure 67: Laundry methods and products, November 2012
                                                  • Laundry products used
                                                    • Figure 68: Laundry products, November 2012
                                                    • Figure 69: Laundry products, by laundry methods, November 2012
                                                  • Frequency of use of laundry products
                                                    • Figure 70: Frequency of use of laundry products, November 2012
                                                  • Place of purchase of laundry products
                                                    • Figure 71: Place of purchase of laundry products, November 2012
                                                    • Figure 72: Place of purchase of laundry products, by laundry products, November 2012
                                                  • Attitudes toward laundry products
                                                    • Figure 73: Attitudes toward laundry products, November 2012
                                                    • Figure 74: Attitudes in relation to laundry products, by laundry methods and products, November 2012
                                                    • Figure 75: Attitudes toward laundry products, by laundry products used, November 2012
                                                  • Laundry methods and products
                                                    • Figure 76: Laundry methods and products, by demographics, November 2012
                                                    • Figure 77: Methods and products for washing clothes, by demographics, November 2012
                                                  • Laundry products
                                                    • Figure 78: Laundry products, by demographics, November 2012
                                                  • Frequency of use of laundry products
                                                    • Figure 79: Frequency of use of laundry product, November 2012
                                                    • Figure 80: Frequency of use of products for washing clothes, by demographics, November 2012
                                                    • Figure 81: Frequency of use of products for washing clothes, by demographics, November 2012
                                                    • Figure 82: Frequency of use of laundry products, by demographics, November 2012
                                                  • Place to purchase products for washing clothing
                                                    • Figure 83: Place of purchase of laundry products, by demographics, November 2012
                                                  • Attitudes toward laundry products, November 2012
                                                    • Figure 84: Attitudes toward laundry products, by demographics, November 2012
                                                    • Figure 85: Attitudes toward laundry products, by demographics, November 2012
                                                • Appendix – GNPD Data

                                                    • Figure 86: Percentage of laundry product launches, by segment, January 2009-December 2012
                                                    • Figure 87: Percentage of laundry product* launches, by positioning, January 2009-December 2012
                                                    • Figure 88: Percentage of laundry product* launches, by positioning category, January 2009-December 2012
                                                    • Figure 89: Percentage of laundry product* launches, by company, January 2009-December 2012
                                                    • Figure 90: Percentage of stain remover/bleach launches, by company, January 2009-December 2012
                                                    • Figure 91: Percentage of automatic soap/detergent launches, by format, January 2009-December 2012
                                                    • Figure 92: Percentage of automatic liquid soap/detergent launches, by company, January 2009-December 2012
                                                    • Figure 93: Percentage of concentrated laundry product launches, by segment, January 2009-December 2012

                                                Companies Covered

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

                                                Laundry Products - Brazil - February 2013

                                                £3,277.28 (Excl.Tax)