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Household Cleaning Habits - Brazil - August 2018

“Sustainability is the keyword for the household cleaning products market. Many brands have adopted an eco-friendly approach, either through natural ingredients, chemical-free formulations, or recyclable, reusable, and biodegradable packaging. Changes in consumer behavior, however, also open opportunities for innovations in terms of fragrance, format, and positioning.”
– Marina Ferreira, Research Analyst

This Report looks at the following areas:

  • Consumers leave nonessential categories and search for cheaper brands
  • Consumers are concerned about chemicals and environmental impact

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Consumers leave nonessential categories and search for cheaper brands
              • Consumers are concerned about chemicals and environmental impact
                • Opportunities
                  • Consumers want products that deliver better value and they seek out discounts
                    • Men’s participation in household chores opens new opportunities
                      • Sustainability can be explored both in terms of products and packaging
                        • Fragrance innovations can appeal to consumers
                          • New formats can help add value to cleaning products
                            • What we think
                            • The Market – What You Need to Know

                              • Aging population generates new packaging demands
                                • Number of people living alone slightly declines
                                • Market Drivers

                                  • Women still do most of the household chores, but men’s participation is growing
                                    • Figure 1: Percentage of people who have done household chores at home, by gender and type of activity, Brazil 2017
                                  • Aging population generates new packaging demands
                                    • Figure 2: Purchase drivers for household cleaning habits, total and among those aged 55+, May 2018
                                  • Number of people living alone slightly declines
                                    • More than 1,000 Brazilian cities at risk of dengue, zika, and chikungunya outbreak
                                    • Key Players – What You Need to Know

                                      • P&G launches a laundry service to emphasize the attributes of Ariel and Downy products
                                        • There is space for eco-friendly products to grow
                                        • Marketing Campaigns and Actions

                                          • LG is a new player in the Brazilian household cleaning market
                                            • P&G launches a laundry service to emphasize the attributes of Ariel and Downy products
                                              • Figure 3: Ariel’s laundry service
                                            • Vanish modernizes its image using a “digital” language
                                              • Figure 4: Vanish Gold talk show – Episode 01
                                              • Figure 5: Vanish Gold memes
                                            • Veja and Vanish use men as the main characters in their cleaning products ads
                                              • Figure 6: Veja Multiuso ad
                                              • Figure 7: Vanish ad
                                            • Omo Sports focuses on sport clothes
                                              • Figure 8: Omo Sports campaign
                                            • Fofo relaunches product aimed at children with safety seal
                                              • Figure 9: Fofo Amaciante Cheirinho de Bebê (Laundry Softener)
                                          • Who’s Innovating?

                                            • There is space for eco-friendly products to grow
                                              • Figure 10: Launches of cleaning products* positioned as “not harmful to the environment,” by top 3 countries and Brazil, 2017
                                            • Innovations in cleaning equipment can appeal to those who no longer rely on professional services
                                              • Figure 11: Top 5 claims of cleaning equipment, global, 2015-17
                                          • The Consumer – What You Need to Know

                                            • Brazilians are buying fewer air fresheners (eg Glade)
                                              • Greater use of products without chemicals by women opens space for natural ingredients
                                                • Convenient formats can improve the image of stain removers
                                                  • Aromatherapy can appeal to consumers who enjoy cleaning the house
                                                    • Demand for house detergents that can also be used to wash clothes boosts new multifunctional segment
                                                    • Household Cleaning Products Purchase

                                                      • Brazilians are buying less air fresheners (eg Glade)
                                                        • Figure 12: Household cleaning products purchase, May 2018
                                                      • Multipurpose products can explore the idea of saving time
                                                        • Figure 13: Household cleaning products purchase, May 2018
                                                        • Figure 14: Qboa multipurpose line of products with antidust barrier
                                                      • Liquid laundry detergent in a concentrated format combined with softeners will appeal to women
                                                        • Figure 15: Household cleaning products purchase, by gender, May 2018
                                                    • Behavior toward Household Cleaning Habits

                                                      • Household chores becoming more equally shared
                                                        • Figure 16: Behavior toward household cleaning habits, May 2018
                                                      • C and DE consumers have favored cheaper brands due to the recession
                                                        • Figure 17: Behavior toward household cleaning habits, by socioeconomic group, May 2018
                                                        • Figure 18: Molly’s Suds washing up liquid detergent
                                                      • AB consumers have favored products that deliver better value for money
                                                        • Figure 19: Behavior toward household cleaning habits, by socioeconomic group, May 2018
                                                      • Greater use of products without chemicals by women opens space for natural ingredients
                                                        • Figure 20: Behavior toward household cleaning habits, by gender, May 2018
                                                        • Figure 21: Castelo Alimentos cleaning alcohol vinegar
                                                        • Figure 22: Positiv.a multipurpose concentrate
                                                    • Purchase Drivers for Household Cleaning Habits

                                                      • Fragrances with Brazilian ingredients can add value to laundry softeners
                                                        • Figure 23: Purchase drivers for household cleaning habits, May 2018
                                                      • Convenient formats can improve the image of stain removers
                                                          • Figure 24: Electrolux Ultra Clean stain pen
                                                        • “No chlorine” bleach has little impact on the purchase decision
                                                        • Attitudes toward Household Cleaning Habits

                                                          • Aromatherapy can appeal to consumers who enjoy cleaning the house
                                                            • Figure 25: Attitudes toward household cleaning habits, May 2018
                                                            • Figure 26: Bom Ar Air Wick
                                                          • Content marketing can help educate consumers about concentrated cleaning products
                                                              • Figure 27: Clorox MyStain app
                                                            • Detergents with sustainable packaging appeal to AB consumers
                                                              • Figure 28: Attitudes toward household cleaning habits, by socioeconomic group, May 2018
                                                              • Figure 29: Ecover packaging made with 100% recyclable plastic
                                                              • Figure 30: Common Good refill stations
                                                              • Figure 31: Common Good dish detergent glass bottle
                                                          • Interest in New Products

                                                            • Demand for house detergents that can also be used for washing clothes provide a boost for new multifunctional segment
                                                              • Figure 32: Interest in new products, May 2018
                                                              • Figure 33: UM® multipurpose cleaner
                                                            • Sachets of concentrated cleaning products made to be mixed with water can help families with children save money
                                                              • Figure 34: Interest in new products, by children living in the household, May 2018
                                                              • Figure 35: YVY super concentrated laundry washing capsules
                                                              • Figure 36: Penalty Sport Cleaner
                                                            • Dish detergents with skin benefits appeal to women
                                                              • Figure 37: Interest in new products, by gender, May 2018
                                                          • Appendix – Abbreviations

                                                            • Abbreviations
                                                            • Appendix – Correspondence Analysis

                                                              • Methodology
                                                                • Figure 38: Correspondence analysis – Purchase drivers for household cleaning habits, May 2018
                                                                • Figure 39: Purchase drivers for household cleaning habits, May 2018

                                                            Household Cleaning Habits - Brazil - August 2018

                                                            US $3,995.00 (Excl.Tax)