HOME CARE IN BRAZIL Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Consumers' Behaviour Resulting From the Economic Crisis Is Still Relevant Concentrated Liquid Detergents Registers Robust Growth High Concentration of Multinationals, But Strengthened Local Companies Fragrance, Convenience and Cost-effectiveness, the Key Value Propositions High Unmet Potential Due To Socioeconomic Indicators Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 7 Distribution of Home Care by Format: % Value 2012-2017 Table 8 Distribution of Home Care by Format and Category: % Value 2017 Table 9 Forecast Sales of Home Care by Category: Value 2017-2022 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Consumers Spending More Time at Home Contributes To Growth Premiumisation in Innovation Spray/aerosol Air Fresheners Will Continue To Be the Largest Category Competitive Landscape Different Strategies of Ceras Johnson and Reckitt Benckiser Premiumisation Pursued by Two Leading Players Car Air Fresheners the Most Fragmented Category Category Data Table 11 Sales of Air Care by Category: Value 2012-2017 Table 12 Sales of Air Care by Category: % Value Growth 2012-2017 Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017 Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017 Table 15 NBO Company Shares of Air Care: % Value 2013-2017 Table 16 LBN Brand Shares of Air Care: % Value 2014-2017 Table 17 Forecast Sales of Air Care by Category: Value 2017-2022 Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Economic Downturn Boosts Bleach Sales Chlorine-free Versions Are Set To Grow Substantially Over the Forecast Period Competitive Landscape Indústria Anhembi SA Maintains Its Leading Position Private Label Will Continue To Be Prominent Regionalisation of Players Will Still Represent A Widescale Movement in Bleach Category Data Table 19 Sales of Bleach: Value 2012-2017 Table 20 Sales of Bleach: % Value Growth 2012-2017 Table 21 NBO Company Shares of Bleach: % Value 2013-2017 Table 22 LBN Brand Shares of Bleach: % Value 2014-2017 Table 23 Forecast Sales of Bleach: Value 2017-2022 Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Price Will Continue To Be A Key Decision Factor Automatic Dishwashing Products Are Set To Recover and See Conservative Growth Innovation Limited To Concentrated Gel Formats Competitive Landscape Economic Crisis Did Not Affect Participation Multinationals Dominate Automatic Dishwashing Category Indicators Table 25 Household Possession of Dishwashers 2012-2017 Category Data Table 26 Sales of Dishwashing by Category: Value 2012-2017 Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Climate Benefits Sales of Home Insecticides Sprays and Aerosols Are the Most Purchased Formats Effective and Long-lasting Products Desired Competitive Landscape Ceras Johnson and Reckitt Benckiser Brasil Comfortably Lead Private Label Is Still Negligible Innovation Also Seen in Other Home Insecticides Category Data Table 32 Sales of Home Insecticides by Category: Value 2012-2017 Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017 Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Consumers More Inclined To Try Newer Brands With A Cost Benefit Fragrances Will Remain A Key Differentiator High Level of Fragmented Use Reveals Pros and Cons Competitive Landscape Competitive Prices Still Important Procter & Gamble Benefits From Concentrated Formats Niche Products Rely on Promotional Campaigns Category Indicators Table 39 Household Possession of Washing Machines 2012-2017 Category Data Table 40 Sales of Laundry Care by Category: Value 2012-2017 Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 42 Sales of Laundry Aids by Category: Value 2012-2017 Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 44 Sales of Laundry Detergents by Category: Value 2012-2017 Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 46 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017 Table 47 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 48 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 49 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 50 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 51 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 52 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 53 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Consumer Behaviour Is A Strong Force That Negatively Affects Surface Polishes Home Construction Could Help To Mitigate the Struggle of the Category Shoe Polish Records Growth Competitive Landscape Reckitt Benckiser Remains the Leading Player Innovation Efforts Are Not As Strong As in Other Home Care Categories Private Label Languishes As the Category Does Not Show Signs of Consistent Growth Category Data Table 55 Sales of Polishes by Category: Value 2012-2017 Table 56 Sales of Polishes by Category: % Value Growth 2012-2017 Table 57 NBO Company Shares of Polishes: % Value 2013-2017 Table 58 LBN Brand Shares of Polishes: % Value 2014-2017 Table 59 Forecast Sales of Polishes by Category: Value 2017-2022 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Task-specific Products Will Continue To Gain Penetration Multi-purpose Cleaners Suffer Competition From Other Price-orientated Categories Consumers Opting for Lower-priced Products Competitive Landscape Reckitt Benckiser Continues To Lead Low-end Categories Becoming More Fragmented Category Data Table 61 Sales of Surface Care by Category: Value 2012-2017 Table 62 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2014 Table 65 NBO Company Shares of Surface Care: % Value 2013-2017 Table 66 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 67 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017 Table 68 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017 Table 69 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Toilet Design Not Reflecting Major Shifts in the Category Post-recession Period Is An Opportunity for the Unmet Market Potential Innovation Can Promptly Respond To Convenience and Healthy Living Competitive Landscape SC Johnson and Reckitt Benckiser Continue To Lead Local Companies Are Limited To Entry-level Categories Substitutes Expected To Lose Strength Category Data Table 71 Sales of Toilet Care by Category: Value 2012-2017 Table 72 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 73 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 74 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 75 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022