2020
0
Brazil Household Cleaning Habits Market Report 2020
2020-08-27T13:54:33+01:00
OX990088
3265
122543
[{"name":"Consumer Habits","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-habits"},{"name":"Household and Home","url":"https:\/\/store.mintel.com\/industries\/household-home"}]
Report
en_GB
“Household cleaning is an essential activity that has been significantly impacted by the COVID-19 pandemic. Brazilians are interested in products that offer high efficiency and practicality when it comes to…

Brazil Household Cleaning Habits Market Report 2020

£ 3,265 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Household Cleaning Habits market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report examines consumer attitudes and behaviors toward
household cleaning, including who is primarily responsible for
cleaning and who shares this responsibility with others. It also
identifies changes in the frequency of using different cleaning
products, consumer interest in household cleaning innovations,
and consumer purchase drivers for household cleaning products.

What you need to know

Changes in consumer behavior have directly impacted
the household cleaning products market. As people have
demonstrated greater interest in themes such as wellbeing,
sustainability, and gender equality, their attitudes toward different
categories have evolved. In addition, Brazil’s economic difficulties
have led consumers to make tough decisions regarding their
shopping lists and seek out different product formats based on
price and/or benefits.

Expert analysis from a specialist in the field

Written by Marina Pagel Ferreira, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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 Pagel Ferreira
Household & Retail Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Challenges
              • Brazil to face worst economic recession amid COVID-19
                • Unprecedented demand for sanitizers with bactericidal and antiviral action
                  • Division of household chores still a problem
                    • Opportunities
                      • Wet wipes to keep pets free from bacteria and bad odor
                        • Online retailers appeal to over-55s during the pandemic
                          • Refill stations may encourage the use of the format
                            • What we think
                            • Impact of COVID-19 on Household Cleaners Category

                                • Figure 1: Short, medium and longer term impact of COVID-19 on Household Cleaners, May 2020
                              • Opportunities and Threats
                                • Brazil will experience its worst economic recession in 2020
                                  • COVID-19 places disinfectants as a new essential product for consumers
                                    • Figure 2: Soganics Tiles & Wood Floor Cleaner, formulated with natural and organic ingredients – Tailand, February, 2020
                                    • Figure 3: Positiv.a launches new hand sanitizer on pocket size
                                  • Brands who behave ethically make the difference
                                    • Rather than cleaning, Brazilians want to enjoy other activities at home
                                      • Figure 4: Google Trends reports increase on searches for “robotic vacuum cleaners” in Brazil – June 2019 to May 2020
                                    • Online sales of household cleaners is set to increase in the long term
                                      • Figure 5: Magalu offers a complete guide to protect consumers from fraud when shopping online
                                      • Figure 6: Centauro and Ecoville collaboration to sell household cleaners – Brazil, May 2020
                                    • Brands must educate consumers on the correct use of household cleaners
                                      • Figure 7: Candura states the importance of correct use of household cleaners – Brazil, April 2020
                                    • How the COVID-19 crisis will affect Household Cleaner’s key consumer segments
                                      • Key consumer segments
                                        • Figure 8: Advanced Med launches Smart Bact to Go – Brazil, April 2020
                                        • Figure 9: OMO disinfectant wipes are the first to be tested against COVID-19
                                        • Figure 10: Feel Clean cleaning wipes for pets and household
                                      • How a COVID-19 recession will reshape the Household Cleaners industry
                                          • Figure 11: Brands evoke spa at home experiences during quarantine
                                          • Figure 12: Cleanfluencers are on the rise among consumers
                                        • COVID-19: Brazil context
                                        • Market Drivers

                                          • The worst recession since 1990
                                            • Unemployment rises in all regions
                                              • Unprecedented demand for sanitizers
                                                • Online retailers offer flexible payment and groceries to attract those on emergency aid
                                                  • New basic hygiene measures part of the pet care routine
                                                  • Key Players – What You Need to Know

                                                    • Market leaders expand the portfolio and local brands produce sanitizers
                                                      • Household cleaning companies are driven by solidarity and agility
                                                        • Floor polish with an antibacterial claim and refillable format can be explored as a surface cleaner
                                                          • Startups stand out with concentrated formulas, clean label and exclusive business model
                                                          • Market Share

                                                            • Market leaders expand portfolio focused on multipurpose and surface cleaners
                                                              • Figure 13: Leading companies’ retail sales share of household cleaning products, by value – Brazil, 2018-19
                                                          • Marketing Campaigns and Actions

                                                            • Veja offers support to cleaners and couriers
                                                              • Figure 14: Veja announces campaign to support domestic workers – Brazil, April 2020
                                                              • Figure 15: Veja acts to donate cleaning products to Rappi couriers – Brazil, May 2020
                                                            • YVY proposes a reflection on the future of domestic workers
                                                              • Figure 16: Cleaners and domestic workers express how they would like to be called – Brazil, April 2020
                                                            • Cera Ingleza donates cleaning products to poor communities in Rio de Janeiro
                                                              • Figure 17: Cera Ingleza donates cleaning products to poor communities in Rio de Janeiro – Brazil, April 2020
                                                            • Ypê develops new alcohol gel in 72 hours and donates products to poor communities and health units
                                                              • Figure 18: Ypê campaign – Brazil, March 2020
                                                            • OMO launches a new line of disinfectants with proven action against influenza virus
                                                              • Figure 19: OMO announces a new line of disinfectants that offer bactericidal action – Brazil, April 2020
                                                              • Figure 20: OMO campaign – Brazil, April 2020
                                                            • GTEX anticipates the launch of its first 70% alcohol gel
                                                              • Figure 21: GTEX new launch – Brazil, April 2020
                                                            • Companies unite to fight the coronavirus in poor communities in São Paulo
                                                              • Figure 22: CIF Sanitizer + Alcohol – Brazil, April 2020
                                                            • Casa KM promotes products that help combat the coronavirus
                                                              • Figure 23: KASÃO Bathroom is said to kill 99.9% of germs and bacteria – Brazil, March 2020
                                                              • Figure 24: Casa KM promotes concentrated dishwashing Gel Care 30 – Brazil, March 2020
                                                            • Candura promotes products based on active chlorine to combat the coronavirus
                                                              • Figure 25: Candura makes consumers aware of the use of bleach for disinfecting environments – Brazil, March 2020
                                                            • P&G launches Dawn detergent brand in Brazil
                                                              • Figure 26: Dawn detergents sold in Brazil
                                                          • Who’s Innovating?

                                                            • Demand for floor polish with antibacterial action may increase in the short term
                                                              • Figure 27: Launches of floor polish by top 5 claims, 5 regions, 2018-20
                                                              • Figure 28: Floor polish with antibacterial action
                                                            • The refillable format may attract consumers willing to save money
                                                              • Figure 29: Global launches of surface cleaners in refillable format, as a percentage of the total launches in the category, by region, 2017-19
                                                              • Figure 30: Splosh floor cleaner and Splosh floor cleaner refill
                                                              • Figure 31: Surface cleaners in refillable format
                                                          • Case Studies

                                                            • YVY registers a 30% increase in revenue after the pandemic and targets the North American market
                                                              • Figure 32: YVY campaign – Brazil, August 2018
                                                              • Figure 33: YVY clarifies increase in the delivery time after COVID-19 – Brazil, April 2020
                                                            • Blueland conquers consumers and investors in the US with dilutable cleaning products
                                                              • Figure 34: Blueland TV ad
                                                              • Figure 35: Blueland Clean Essential Kit, US, April 2019
                                                            • Groove Collaborative stands out with clean label products
                                                              • Figure 36: Groove Collaborative deliveries clean label products
                                                              • Figure 37: Groove Collaborative Hydrating Hand Sanitizer
                                                              • Figure 38: Groove Collaborative gives relevant information about COVID-19
                                                          • The Consumer – What You Need to Know

                                                            • Household cleaning habits changed by the COVID-19 pandemic
                                                              • Division of household chores still a problem
                                                                • Opportunity to explore fragrance-free powdered soap
                                                                  • Usage of alcohol on the rise for out-of-home occasions
                                                                    • Aerosol and foam format appeals to households with carpets
                                                                      • Aerosol disinfectants for mattresses and pillows offer convenience to Brazilians
                                                                        • Concentrated formulas add value for money
                                                                          • Parents want products that are safer for young children
                                                                          • Changes in Household Cleaning Habits due to COVID-19

                                                                            • Powdered soap can explore sanitizing action beyond clothes to attract women over age 35
                                                                              • Figure 39: COVID-19 changed, selected statement, by gender and age group – Brazil, April 2020
                                                                              • Figure 40: Brilhante promotes sanitizing action of its new powdered soap line
                                                                            • Almost half of Brazilians are washing clothes immediately after coming home
                                                                              • Figure 41: COVID-19 changed, household cleaning habits – Brazil, April 2020
                                                                              • Figure 42: Comfort Lava Roupas em Pó Fiber Protect (Fiber Protect Laundry Detergent Powder)
                                                                              • Figure 43: Video explaining how to use household cleaning products – Brazil, August 2019
                                                                            • AB consumers seek practical household cleaning solutions
                                                                              • Figure 44: COVID-19 changed, selected statement, by socioeconomic group – Brazil, April 2020
                                                                              • Figure 45: Household cleaning products that offer convenience
                                                                            • Wet wipes become alternative to keep pets free from bacteria and bad odor
                                                                              • Figure 46: COVID-19 changed, selected statement, by gender and age group – Brazil, April 2020
                                                                              • Figure 47: Wet wipes for pets
                                                                          • Pet Ownership

                                                                            • Practicality is an important attribute for consumers who have children and pets at home
                                                                              • Figure 48: Pet ownership, by children living in the household – Brazil, April 2020
                                                                              • Figure 49: Cleaning products that offer practicality and efficiency in disinfecting surfaces
                                                                          • Cleansing Habits

                                                                            • Division of household chores still a problem
                                                                              • Figure 50: Cleansing habits, by living situation – Brazil, April 2020
                                                                              • Figure 51: New Ariel Clássico campaign – Brazil, June 2019
                                                                              • Figure 52: Ariel invites consumers to wash their clothes during the quarantine
                                                                            • Consumers performing household chores may be attracted by dermatologically tested products
                                                                              • Figure 53: Cleansing habits – Brazil, April 2020
                                                                              • Figure 54: Ypê communicates soap bars are important to fight the coronavirus – Brazil, April 2020
                                                                              • Figure 55: Dermatologically tested cleaning products
                                                                          • Household Cleaners Purchase

                                                                            • Fragrance-free is an important attribute for home and professional use of powdered soap
                                                                              • Figure 56: Household cleaners purchase – Brazil, April 2020
                                                                              • Figure 57: Unilever Pro Brilhante Ação Total Lava Roupas e Limpador de Uso Geral em Pó Sem Perfume (Fragrance-Free Laundry Detergent and Multipurpose Cleaner Powder) – Brazil, April 2020
                                                                            • Concentrated detergents attract Baby Boomers
                                                                              • Figure 58: Household cleaners purchase, selected product, by generation – Brazil, April 2020
                                                                              • Figure 59: Liquid dish wash with an economical appeal
                                                                            • AB consumers may be interested in multipurpose cleaning products inspired by aromatherapy
                                                                              • Figure 60: Household cleaners purchase, selected product, by socioeconomic group – Brazil, April 2020
                                                                              • Figure 61: Multipurpose cleaners with “aromatherapy” positioning
                                                                          • Frequency of Product Usage

                                                                            • Alcohol is part of the daily cleaning routine and its out-of-home use can grow
                                                                              • Figure 62: Frequency of product usage, selected product – Brazil, April 2020
                                                                              • Figure 63: Portable wet wipes for hand and objects
                                                                            • Sustainability can be explored by bar soap brands
                                                                              • Figure 64: Frequency of product usage (every day), selected product, by age group – Brazil, April 2020
                                                                              • Figure 65: Bar soaps with sustainable appeal
                                                                            • Users of furniture polish have an interest in aerosol versions
                                                                              • Figure 66: Frequency of product usage, selected product – Brazil, April 2020
                                                                              • Figure 67: Furniture polishers in spray format
                                                                          • Household Characteristics

                                                                            • Fabric furniture cleaners must offer efficacy and safety for consumers with children and pets at home
                                                                              • Figure 68: Household characteristics, selected feature, by pet ownership – Brazil, April 2020
                                                                              • Figure 69: Fabric furniture cleaning products
                                                                            • Aerosol and foam formats appeal to households with carpets
                                                                              • Figure 70: Household characteristics, selected feature, by attitudes toward house cleaning – Brazil, April 2020
                                                                              • Figure 71: Surface cleaners that offer convenience
                                                                          • Cleaning Tools

                                                                            • Brands can develop disinfectants for mattresses and pillows
                                                                              • Figure 72: Cleaning tools, by selected area – Brazil, April 2020
                                                                              • Figure 73: Mattress and pillow cleaning products
                                                                            • Consumers with other types of floor are more likely to use a variety of cleaning tools
                                                                              • Figure 74: Cleaning tools, by selected area – Brazil, April 2020
                                                                              • Figure 75: Bettanin cleaning kit – Brazil, April 2020
                                                                          • Shopping Behavior

                                                                            • Opportunity to reinforce the economical aspect of concentrated formulas
                                                                              • Figure 76: Shopping behavior – Brazil, April 2020
                                                                              • Figure 77: Ultra-concentrated cleaning products
                                                                            • Refill stations can attract women aged 45-54 who seek sustainability and money saving
                                                                              • Figure 78: Shopping behavior, selected statement, by gender and age group – Brazil, April 2020
                                                                              • Figure 79: Sustain LA Highland Park refill station, US
                                                                            • Online retailers appeal to over-55s during the pandemic
                                                                              • Figure 80: Shopping behavior, selected statement, by age group – Brazil, April 2020
                                                                              • Figure 81: Leviz is a platform that allows elderly people to shop via WhatsApp
                                                                          • Attitudes toward House Cleaning

                                                                            • Natural detergents attract Brazilians concerned about the safety of their pets
                                                                              • Figure 82: Attitudes toward house cleaning, selected statement, by age group – Brazil, April 2020
                                                                              • Figure 83: Cleaning products for pet bowls
                                                                            • Parents want products that are safer for young children
                                                                              • Figure 84: Attitudes toward house cleaning, by parental status – Brazil, April 2020
                                                                              • Figure 85: Cleaning products that are safe for young children
                                                                          • Appendix – Abbreviations

                                                                            • Abbreviations
                                                                            • Appendix – Market Size and Market Share

                                                                              • Market size
                                                                                • Figure 86: Retail sales of household cleaning products, by value – Brazil, 2014-20
                                                                              • Market share
                                                                                • Figure 87: Leading companies’ retail sales share of household cleaning products, by value – Brazil, 2018-19

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