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Household Cleaning Habits - Consumers' Expectations for Laundry and Household Care Products - Brazil - June 2019

“Brazilians want quality products that offer good value for their money. The high demand for cleaning products in refillable packaging shows that consumers see this option as a good way to buy their favorite brands at an affordable price. Private label has also gained relevance by combining good quality and lower prices.”
– Marina Ferreira, Research Analyst

This report looks at the following areas:

  • Cleaning products face restrictions due to their environmental impact
  • Brazilians find it difficult to identify eco-friendly attributes

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Cleaning products face restrictions due to their environmental impact
              • Brazilians find it difficult to identify eco-friendly attributes
                • Opportunities
                  • Refillable packaging should bet on diversification
                    • Private label cleaning products have space to grow
                      • There is space for pet-safe cleaning products
                        • What we think
                        • Market Drivers

                          • Brazilians who have pets are more likely to use certain products
                            • Figure 1: Pet population - Brazil, 2013
                          • Rio de Janeiro bans microplastics in cleaning products
                            • Aedes aegypti mosquito continues to be a threat in the country
                              • The high rate of asthma raises the issue of household pollution
                              • Key Players – What You Need to Know

                                • SC Johnson expands its transparency program
                                  • Private label is a growing trend in the market
                                    • SBP insecticide creates a movement to fight dengue
                                    • Marketing Campaigns and Actions

                                      • Downy launches sportswear softener to attract men
                                        • SC Johnson expands its transparency program
                                          • Figure 2: SC Johnson products
                                        • Finish and Brastemp promotes campaing for the World Water Day
                                          • Figure 3: Dishwashers in the household – Brazil, March 2019
                                        • Comfort opens a pop-up store and gives fashion advice
                                          • Figure 4: Ação Comfort and Help to Dress
                                      • Who’s Innovating?

                                        • Dish detergents can explore refillable packaging
                                          • Figure 5: Launches of products with “refill” pack in the categories of dishwashing, hard surfaces cleaning, sanitary cleaning, pest control, clothing care and air freshener – Brazil, 2014-2018
                                          • Figure 6: Dawn Dish Detergent with “Air Assist” technology
                                        • Private label is a growing trend in the market
                                          • Figure 8: Launches of products in the categories of cleaning tools, dishwashing, hard surfaces cleaning, sanitary cleaning, pest control, clothing care and air fresheners – Brazil, 2018
                                          • Figure 9: Ecoville franchise model
                                      • Case Studies

                                        • Pril develops a “one drop” bottle to highlight its efficiency
                                          • Figure 10: Pril One-Drop
                                          • Figure 11: Pril One-Drop
                                        • SBP insecticide creates a movement to fight dengue
                                            • Figure 12: SBP campaign
                                        • The Consumer – What You Need to Know

                                          • Most households in Brazil have pets
                                            • Sustainable toilet blocks can boost consumption
                                              • Brazilians use laundry washing powder to clean the floor
                                                • Consumers are buying products in refillable packaging
                                                  • Long-lasting fragrance is more important for consumers
                                                    • People who live alone prefer products that deliver instant results
                                                      • Cleaning supplies that preserve good bacteria attract AB consumers
                                                        • Cleaning products in foam format appeal to new generations
                                                        • Pets in the Household

                                                          • Most households in Brazil have pets
                                                            • Figure 13: Pets in the household – Brazil, March 2019
                                                        • Use of Household Cleaning Products

                                                          • Sustainable toilet blocks can boost consumption
                                                            • Figure 14: Use of household cleaning products – Brazil, March 2019
                                                          • Liquid laundry detergent can appeal to men aged 35+
                                                            • Figure 15: Use of household cleaning products, by gender and age group – Brazil, March 2019
                                                            • Figure 16: H&M Take Care project
                                                        • Use of Household Cleaning Products According to the Type of Cleaning

                                                          • Brazilians use laundry washing powder to clean the floor
                                                            • Figure 17: Use of household cleaning products according to the type of cleaning – Brazil, March 2019
                                                        • Attitudes toward Household Housecleaning Habits

                                                          • Consumers are buying products in refillable packaging
                                                            • Figure 18: Attitudes toward household housecleaning habits – Brazil, March 2019
                                                          • Brazilians who buy private label cleaning products agree these items are just as effective as the name brand ones
                                                            • Figure 19: Attitudes toward household housecleaning habits, CHAID analysis – Brazil, March 2019
                                                          • Purchase of cleaning products online is two times bigger in households with pets
                                                            • Figure 20: Attitudes toward household housecleaning habits, by pets in the household – Brazil, March 2019
                                                            • Figure 21: Pet Love app
                                                        • Most Desired Attributes in Fabric Care Products

                                                          • Long-lasting fragrance is more important for consumers
                                                            • Figure 22: Most desired attributes in fabric care products – Brazil, March 2019
                                                        • Most Desired Attributes in Household Cleaning Products, Excluding Fabric Care Products

                                                          • Brazilians find it difficult to identify eco-friendly attributes
                                                            • Figure 23: Most desired attributes in household cleaning products, excluding fabric care products – Brazil, March 2019
                                                            • Figure 24: Further candle
                                                          • People who live alone prefer products that deliver instant results
                                                            • Figure 25: Most desired attributes in household cleaning products, excluding fabric care products, by living status – Brazil, March 2019
                                                        • Behaviors toward Household Cleaning Habits

                                                          • Anti-stain wipes have space to grow
                                                            • Figure 26: Behaviors toward household cleaning habits – Brazil, March 2019
                                                          • Softeners can partner with brands for kids
                                                            • Figure 27: Behaviors toward household cleaning habits, by children living in the household – Brazil, March 2019
                                                          • Cleaning supplies that preserve good bacteria attract AB consumers
                                                            • Figure 28: Behaviors toward household cleaning habits, by socioeconomic group – Brazil, March 2019
                                                            • Figure 29: Counter Culture
                                                        • Opinions toward Household Cleaning Habits

                                                          • Brands can engage with consumers online saying a clean home is essential to make a good impression
                                                            • Figure 30: Opinions toward household cleaning habits – Brazil, March 2019
                                                          • Laundry washing powder can stop using paper box
                                                              • Figure 31: Omo Multiação
                                                            • Cleaning products in foam format appeal to new generations
                                                              • Figure 32: Opinions toward household cleaning habits - Brazil, March 2019
                                                              • Figure 33: Kaboom Cleaner
                                                          • Appendix – Abbreviations

                                                            • Abbreviations

                                                            Household Cleaning Habits - Consumers' Expectations for Laundry and Household Care Products - Brazil - June 2019

                                                            £3,122.80 (Excl.Tax)