"Fragrance is becoming increasingly important across a wider range of homecare products. Health and wellness priorities, combined with a renewed focus on multifunctional solutions, are creating new opportunities for repositioning within the sector."
Mariana Lombardo, Senior Analyst for Beauty & Personal Care - Brazil
Brazil’s homecare market experiences a clear duality. In 2024, the sector had a record 9.1% increase in production, according to ABIPLA. Despite high levels of household indebtedness, around one third of consumers increased their cleaning frequency, underscoring the intensity of the consumer relationship with the home and rising demand for convenience and practicality in daily routines. Opportunities center on developing multifunctional products, simplifying household tasks and leveraging fragrances inspired by the beauty world. These scents are increasingly extending across brand portfolios and are emerging as a key point of differentiation in both premium ranges and more affordable offerings.
Consumers’ willingness to experiment with new formats and innovations expands opportunities to introduce multifunctional, affordable, sensory solutions that can reshape perceptions of homecare and deepen brand relationships. While just 14% report switching from traditional brands to retailers’ private labels, capturing attention still requires delivering clear value for money without eroding perceived quality, even amid ongoing economic pressures.
This Report analyzes Brazilian consumers’ attitudes and behaviors related to household care habits, identifying key challenges and opportunities within the category. It covers the following topics: responsibility for household cleaning, responsibility for purchasing cleaning products, cleaning frequency and home fragrance.
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