2023
0
Brazil Household Care Habits Market Report 2023
2023-09-22T04:02:56+01:00
OX1158385
3265
166798
[{"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
“As Brazilians adopt a more hybrid lifestyle, they become less avid for household cleaning routines, and attributes related to value gain more importance, both for saving money and time. Despite…

Brazil Household Care Habits Market Report 2023

£ 3,265 (Excl.Tax)

Report Summary

“As Brazilians adopt a more hybrid lifestyle, they become less avid for household cleaning routines, and attributes related to value gain more importance, both for saving money and time. Despite consumers’ interest in solutions based on sustainability and convenience, brands face the challenge of making them more affordable. Social media can help brands extend their reach in a more fluid and fun way.”
– Amanda Caridad, Senior Research Analyst – Latam

This Report looks at the following areas:

  • Responsibility for household chores
  • Purchase of cleaning, fabric care and household care products in general (eg repellents, air fresheners)
  • Behaviors adopted to save money in the past year
  • Interest and willingness to invest in innovations
  • Attitudes toward household cleaning and fabric care

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market overview
              • Analyst outlook
                • Figure 1: Analyst outlook for the household care category, 2023
              • Challenges
                • Fast-rinse technology is relevant for homes with more frequent laundry routines
                  • Eco-friendly packaging needs to be affordable to encourage consumers to adopt sustainable practices
                    • Concentrated formulas can attract consumers by communicating savings and durability
                      • Opportunities
                        • No-rinse stain removers can offer convenience and savings with difficult-to-clean fabrics
                          • New technologies can bring practicality and savings to fabric care routines
                            • Social media can help household care brands build closer relationships with consumers
                            • Market Drivers

                              • Falling unemployment and inflation may signal recovery of the Brazilian economy
                                • Despite a 5.7% drop in production in 2022, ABIPLA forecasts 2% growth for the household care sector in 2023
                                  • Brazil still has to evolve when it comes to gender equality in household care
                                  • Key Players

                                    • Companies and brands
                                      • Mon Bijou resumes partnership with actor Reynaldo Gianecchini to present a complete portfolio of fabric care
                                        • Figure 2: Mon Bijou presents MON Giane, 2023
                                      • Unilever and TikTok join forces in global campaign to share cleaning tips
                                        • Figure 3: Cleanipedia supports #CleanTok trend, 2023
                                      • Baby Soft encourages conscious consumption
                                        • Figure 4: Baby Soft campaign, 2023
                                      • OMO encourages the public to venture into experiences in campaign with Globo TV
                                        • Figure 5: OMO campaign with Globo TV, 2023
                                      • Vanish takes part in the ‘Carvalheira na Fogueira,’ Brazil’s biggest June festival
                                        • Figure 6: Influencer Lais Brito enjoys the ‘Carvalheira na Fogueira’ party with Vanish, 2023
                                      • Limppano takes part in food festival in São Paulo
                                        • Figure 7: Limppano presents its Multipurpose Sponge, 2023
                                      • Ypê announces partnership with Brazilian stylist during SPFW
                                        • Figure 8: Ypê is an official sponsor of SPFW
                                      • Comfort highlights the perfuming power of its fabric softeners
                                        • Figure 9: Comfort campaign, 2023
                                      • Downy reinforces correct dosage of concentrated softener in new campaign
                                        • Figure 10: Downy perfume, 2023
                                      • Case study
                                        • Branch Basics sets itself apart by offering toxin-free home care solutions
                                          • Figure 11: Branch Basics portfolio
                                          • Figure 12: Branch Basics campaign
                                          • Figure 13: Branch Basics multipurpose cleaner
                                      • Household Cleaners Purchase

                                        • Concern about germs drives usage of sanitary water among women aged 35+
                                          • Figure 14: Household cleaners purchase – Selected item, by gender and age, 2023
                                          • Figure 15: Candura presents a portfolio of disinfectant and sanitary water, 2023
                                          • Figure 16: Candura presents new packaging, 2023
                                        • Multipurpose cleaners should reinforce convenience appeal to expand reach among women aged 55+
                                          • Figure 17: Household cleaners purchase – Selected item, by gender and age, 2023
                                          • Figure 18: All-purpose cleaners with convenience appeal, 2023
                                        • Specific cleaners can stand out by communicating speed and high performance
                                          • Figure 19: Household cleaners purchase – Selected items, by socioeconomic group, 2023
                                          • Figure 20: Toilet and kitchen cleaners that optimize cleaning, 2023
                                      • Other Household Care Products Purchase

                                        • Refillable detergent packaging can help consumers save money and reduce environmental impact
                                          • Figure 21: Other household care products purchase – Selected item, by remote work, 2023
                                          • Figure 22: Liquid dish soaps with sustainable packaging that communicate saving, 2023
                                        • Fast-rinse technology is relevant for homes with more frequent laundry routines
                                          • Figure 23: Other household care products purchase – Selected items, by parental status, 2023
                                          • Figure 24: Fabric care products with quick rinse technology, 2022
                                        • No-rinse stain removers can offer convenience and savings with difficult-to-clean fabrics
                                          • Figure 25: Other household care products purchase – Selected item, by age, 2023
                                          • Figure 26: Stain removers without rinsing, 2021-23
                                        • Air care products can stand out among couples by offering sexual wellbeing
                                          • Figure 27: Other household care products purchase – Selected item, by housing situation, 2023
                                          • Figure 28: Aromatic candles that inspire sensuality, 2022-23
                                      • Behaviors Adopted to Save Money

                                        • Cheaper retailers stand out among Baby Boomers
                                          • Figure 29: Behaviors adopted to save money – Selected item, by generation, 2023
                                          • Figure 30: Assaí announces low prices for Ypê fabric softeners, 2023
                                          • Figure 31: Roldão offers exclusive discounts, 2023
                                        • Consumers with children resort to larger packaging in search of durability
                                          • Figure 32: Behaviors adopted to save money – Selected item, by parental status, 2023
                                          • Figure 33: Household care products in bigger sizes, 2023
                                        • New technologies can bring practicality and savings to fabric care routines
                                          • Figure 34: Behaviors adopted to save money – Selected item, by gender and age, 2023
                                          • Figure 35: RepelWell and INSIDER offer technology to repel dirt and control sweat
                                          • Figure 36: Brastemp 17kg dryer, 2022
                                        • Reinforcing the conscious use of water, manufacturers can encourage consumers to adopt an economical behavior
                                          • Figure 37: Behaviors adopted to save money – Selected item, by gender and age, 2023
                                          • Figure 38: Electrolux highlights water savings generated by its dishwasher, 2023
                                      • Interest in Innovations

                                        • Immunity concerns drive interest in cleaning products with probiotics
                                          • Figure 39: Interest in innovations – Selected item, by children living in the household, 2023
                                          • Figure 40: Household cleaners formulated with probiotics, 2022-23
                                        • On-the-go stain removal products can save time and money for parents of Alpha children
                                          • Figure 41: Interest in innovations – Selected item, by children living in the household, 2023
                                          • Figure 42: On-the-go stain removal products, 2022-23
                                        • Mildew removal can be incorporated into surface cleaning and fabric care formulas
                                          • Figure 43: Interest in innovations – Selected item, by student and work status, 2023
                                          • Figure 44: Surface cleaners that remove mold stains, 2023
                                          • Figure 45: Fabric care products that remove mold odor and stains, 2023
                                        • Eco-friendly packaging needs to be affordable to encourage consumers to adopt sustainable practices
                                          • Figure 46: Interest in innovations – Selected item, by socioeconomic group, 2023
                                          • Figure 47: Household care products with eco-friendly packaging, 2023
                                      • Attitudes toward Household Cleaning

                                        • Aromatherapy-inspired scents remain relevant to Brazilian consumers
                                          • Figure 48: Attitudes toward household cleaning – CHAID – Tree output, 2023
                                          • Figure 49: Household care products with aromatherapy fragrances, 2022
                                        • Social media can help household care brands build closer relationships with consumers
                                          • Figure 50: Attitudes towards household cleaning – Selected item, by parental status and gender, 2023
                                          • Figure 51: Clean My Space offers tips on household cleaning and organization
                                          • Figure 52: Influencer Nana Rude shows Comfort Refresh usage, 2022
                                      • Attitudes toward Laundry and Fabric Care

                                        • Concentrated formulas can attract consumers by communicating savings and durability
                                          • Figure 53: Attitudes toward laundry and fabric care – Selected item, 2023
                                          • Figure 54: Detergent and softener for clothes with concentrated formulas, 2022
                                        • Brands can communicate how fabric-specific formulas can extend durability
                                          • Figure 55: Attitudes towards laundry and fabric care – Selected item, by socioeconomic group, 2023
                                          • Figure 56: Detergents for washing specific types of fabrics, 2023
                                        • Anti-bacterial action remains relevant but must be affordable to groups with influence in the purchase decision
                                          • Figure 57: Attitudes towards laundry and fabric care – Selected item, by gender and age, 2023
                                          • Figure 58: Fabric care products with anti-bacterial action, 2023
                                      • Appendix – Abbreviations

                                        About the report

                                        This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                        Market

                                        Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                        Consumer

                                        Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                        Brand/Company

                                        Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                        Data

                                        Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                        *databooks not available with UK B2B Industry reports.

                                        Below is a sample report, understand what you are buying.

                                        Click to show report
                                        2024 Sample Consumer Cover

                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                        Trusted by companies. Big and small.

                                        Want to speak to us directly?

                                        Contact us with your enquiry and our expert global team can help.

                                        Get in touch