Brazil Household Care Habits Market Report 2022
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“As the COVID-19 pandemic enters a new phase, in addition to hygiene and disinfection, Brazilian consumers seem to have new priorities, demonstrating interest in innovations based on convenience, sustainability and health safety. Household care brands also have the challenge of addressing issues related to the division of household chores and its possible effects on the mental wellbeing of consumers through products and educational campaigns.”
– Amanda Caridad, Senior Beauty, Personal Care and Household Care Analyst
Key issues covered in this Report
- Types of residence and their influence on household care products consumption and cleaning routines
- Household chores responsibility and its influence on household care products consumption
- Consumption of household cleaning products, fabric care products, insect repellents and air care products among different demographic groups
- Claims most valued by Brazilians when buying household care products, and opportunities for innovation in the category
- Household chores routines and their relationship to physical and emotional wellbeing
- Attitudes toward household care
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
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Executive Summary
- Market overview
- Analyst outlook
- Figure 1: Analyst outlook for the household care category, June 2022
- Challenges
- Concern for children’s health leads parents to search for insect repellents with exclusive formulas
- Inequality in the kitchen is not just limited to preparing meals
- Home organization can be related to improving wellbeing and productivity
- Opportunities
- Brands of scented cleaners can focus on households with pets
- More intense toilet cleaning routines among DE consumers boost consumption of sanitizing products
- Including children in household chores routines can help parents create a more harmonious environment
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Market Drivers
- Unemployment has reached its lowest level since 2016, indicating an economic recovery
- On-the-rise inflation and interest rate affect household consumption
- Conflict in Ukraine affects the household care production chain
- Dengue outbreak can boost consumption of insect repellents
- Household cleaning industry is expected to resume growth in 2022
- Informal manufacture of cleaning products poses a potential risk to health and the environment
- ANVISA updates norms related to the sanitizing products category
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Key Players
- Companies and brands
- Veja creates a profile for a domestic worker on LinkedIn
- Figure 2: Luiza Batista profile on LinkedIn
- Ypê identifies main dishwashing consumption profiles
- Figure 3: Ypê campaign – Brazil, March 2022
- Unilever adopts UN Treaty on Plastic Pollution
- Flora announces investment to expand the production of larger washing powder packaging
- With a campaign focused on women, Dover-Roll highlights the differentials of its garbage bags
- Figure 4: Dover-Roll campaign – Brazil, March 2022
- Downy takes advantage of the popularity of BBB 22 participants to rename the brand
- Figure 5: Downy campaign – Brazil, February 2022
- Figure 6: Downy announces Naiara Azevedo as new ambassador – Brazil, March 2022
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- Figure 7: Downy delivers exclusive BadDowny fabric softener to Natália Deodato – Brazil, April 2022
- Ypê offers a new line with bactericidal action
- Figure 8: Ypê presents the new line Antibac – Brazil, January 2022
- Unilever expands participation in physical retail through OMO Lavanderia
- Figure 9: OMO Lavanderia provides services focusing on convenience and quality
- Evonik takes an important step to expand its participation in the biosurfactant market
- Givaudan presents the first biodegradable fragrance capsule for fabric softeners
- Raymundo da Fonte opens a new factory in the south of Minas Gerais to expand the production of bleach
- Minuano makes an unprecedented partnership with Mobly
- Figure 10: Minuano distributed products in Mobly’s stores
- Baby Soft partners with Costão do Santinho to present a new launch
- Figure 11: Baby Soft’s new launch
- Case Study
- CleanNew establishes itself as the largest franchise network for upholstery hygiene and care in Brazil
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Household Cleaners
- Consumers from the Southeast are more likely to use multipurpose cleaners with antibacterial appeal
- Figure 12: Household cleaners, by region, 2022
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- Figure 13: Multipurpose cleaners with antibacterial action
- Brands of scented cleaners can focus on households with pets
- Figure 14: Household cleaners, by pet ownership, 2022
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- Figure 15: Veja, Lysoform and Casa offer scented products especially for pets
- Figure 16: Cleaners specially developed for households with pets
- Glass and window cleaners can stand out by focusing on convenient stain removal
- Figure 17: Household cleaners, by types of residence, 2022
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- Figure 18: Window cleaners with formulas that remove stains and offer practicality
- Consumers from the Southeast are more likely to use multipurpose cleaners with antibacterial appeal
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Other Household Care Products
- Traditional skincare ingredients can be used in fabric softeners
- Figure 19: Other household care products, by gender and age group, 2022
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- Figure 20: Fabric softeners with skin-friendly formulas
- Concern for children’s health leads parents to search for insect repellents with exclusive formulas
- Figure 21: Other household care products, by children living in the household, 2022
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- Figure 22: Insect repellents with formulas developed for kids
- Dishwashers can help consumers on a hybrid working regime enjoy their free time
- Figure 23: Other household care products, by working status and remote work, 2022
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- Figure 24: Brastemp campaign
- Figure 25: Brastemp shows how consumers can enjoy their time without washing up their dishes
- Traditional skincare ingredients can be used in fabric softeners
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Important Features in Household Products
- Long-lasting fragrances can be used in cleaning product formulas to help consumers relax
- Figure 26: Important features in household products, by socioeconomic group, 2022
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- Figure 27: Surface cleaners that offer long-lasting fragrance
- Concerns over packaging waste can boost the usage of eco-friendly packaging
- Figure 28: Important features in household products, by remote work, 2022
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- Figure 29: Skosh and Klar offer household cleaners with eco-friendly packaging
- Figure 30: SC Johnson introduces cleaning products in plastic-reduced packaging
- More natural formulas attract men who are parents and care about the safety of cleaning products
- Figure 31: Important features in household products, by parental status by gender, 2022
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- Figure 32: Surface cleaners with child-exclusive formulas
- Long-lasting fragrances can be used in cleaning product formulas to help consumers relax
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Household Chores Routine
- Inequality in the kitchen is not just limited to preparing meals
- Figure 33: Household chores routine, by gender and age group, 2022
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- Figure 34: Brastemp campaign – Brazil, August 2021
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- Figure 35: Vim Liquid campaign – Índia, December 2021
- More intense toilet cleaning routines among DE consumers boost consumption of sanitizing products
- Figure 36: Household chores routine, by socioeconomic group, 2022
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- Figure 37: Toilet cleaning products
- Home organization can be related to improving wellbeing and productivity
- Figure 38: Household chores routine, by remote work, 2022
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- Figure 39: Cleanipedia brings together household care tips, including cleaning and organization
- Figure 40: “Organize sem Frescuras” channel, by Rafa Oliveira
- Inequality in the kitchen is not just limited to preparing meals
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Indicators of Cleanliness
- Formulas that repel dirt and dust can offer practicality to the cleaning routine of those who live in an apartment
- Figure 41: Indicators of cleanliness, by type of residence, 2022
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- Figure 42: Surface cleaners that repel dirt and dust
- Including children in household chore routines can help parents create a more harmonious environment
- Figure 43: Indicators of cleanliness, by housing status, 2022
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- Figure 44: Ariel’s content about involving children in the fabric care routine – Brazil, October 2021
- Figure 45: Whirlpool encourages children to be included in domestic tasks – US, April 2020
- Pet-exclusive formulas represent a differential for women aged 35+ who buy air care products
- Figure 46: Indicators of cleanliness, by housing status, 2022
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- Figure 47: Air care products with pet-exclusive formulas
- Formulas that repel dirt and dust can offer practicality to the cleaning routine of those who live in an apartment
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Behaviors toward Household Care
- In addition to products, antibacterial accessories attract consumers with more intense cleaning routines
- Figure 48: Behaviors toward household care, by gender, 2022
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- Figure 49: Cleaning accessories that prevent bacteria proliferation
- Wet wipes with safe formulas are a practical alternative for parents and pet owners to feel more protected against COVID-19
- Figure 50: Behaviors toward household care, by children and pets in the household, 2022
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- Figure 51: Wet wipes with antibacterial action safe for children
- Figure 52: Wet wipes and disinfectant for safe use on pets
- Cleaning brands can be inspired by DIY concept to offer safer products
- Figure 53: Behaviors toward household care, by age, 2022
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- Figure 54: Cleaning products with formulas containing natural actives
- In addition to products, antibacterial accessories attract consumers with more intense cleaning routines
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Attitudes toward Household Care
- Domestic tasks can be reported as mindful activities to reduce stress
- Figure 55: Attitudes toward household care, 2022
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- Figure 56: “Stories to hear washing dishes” is a successful podcast on streaming platforms
- Figure 57: Omo connects household chores to self-care activities
- Domestic tasks can be reported as mindful activities to reduce stress
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Appendix – Abbreviations
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