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Changing Household Cleaning Habits - Brazil - March 2017

Published By :

Mintel

Published Date : Mar 2017

Category :

Housewares

No. of Pages : N/A

Higher participation of young consumers in household cleaning tasks and the need to save money and time are some of the main factors influencing consumer purchases and product launches.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The consumer
Family members are participating more in household chores
Figure 1: Responsibility for cleaning the home, January 2017
Multipurpose cleaner, toilet bowl cleaner, and bleach: products used most often
Figure 2: Frequency of using household cleaning products, January 2017
Refreshing aromas in the bathroom appeal to Brazilians
Figure 3: Household cleaning habits, January 2017
Large packs sizes are perceived as cost-effective
Figure 4: Purchasing habits, January 2017
Consumers want products that are gentle on hands
Figure 5: Interest in product innovations, January 2017
What we think

ISSUES AND INSIGHTS
Promoting cleaning as a mood-enhancing activity
The facts
The implications
Products and services that save time have potential among ABs
The facts
The implications
Addressing antibacterial concerns with natural products
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Unemployment is impacting domestic workers
More people going back to live with parents
Inflation is slowing down

MARKET DRIVERS
While the regulation of domestic rights is benefiting workers…
unemployment is also impacting them
Inflation slows down in 2016
Figure 6: Extended national consumer price index (Índice Nacional de Preços ao Consumidor Amplo – IPCA), %, 2010-16
More people going back to live with parents

THE CONSUMER – WHAT YOU NEED TO KNOW
Young consumers are sharing cleaning responsibility with others
Fragranced cleaning products are often used
Multipurpose cleaners highly used for the floor
Less water in cleaning tasks
Lower price retailers gain space
Antibacterial action could gain more appeal with repellent benefits
Seniors want laundry products gentle on clothing

RESPONSIBILITY FOR CLEANING THE HOME
Family members are participating more in household chores
Figure 7: Responsibility for cleaning the home, January 2017
Women still mainly responsible for household chores
Figure 8: Agreement with selected responsibility for cleaning the home, by gender, January 2017
Young consumers are not the primary cleaner but share responsibility with others
Figure 9: Agreement with selected responsibility for cleaning the home, by age groups, January 2017
Young males are participating in house cleaning
Figure 10: Agreement with selected responsibility for cleaning the home, by age groups and gender, January 2017

FREQUENCY OF USING HOUSEHOLD CLEANING PRODUCTS
Multipurpose cleaner, toilet bowl cleaner and bleach: products used most often
Figure 11: Frequency of using household cleaning products, January 2017
Oven cleaners have the lower penetration of products surveyed
Fragranced cleaning products are often used…
Figure 12: Frequency of using fragranced cleaning products, January 2017
as are home fragrance products

CLEANING HABITS
Refreshing aromas in the bathroom appeal to Brazilians
Figure 13: Household cleaning habits, January 2017
Multipurpose cleaners highly used for the floor
Less water in cleaning tasks
Figure 14: Agreement with “I am using less water when I clean the house now compared to 12 months ago, by socioeconomic group, January 2017
However adding water to cleaning products is a way to save money

PURCHASING HABITS
Large packs sizes are perceived as cost-effective
Figure 15: Purchasing habits, January 2017
Lower price retailers gain space…
as do lower-priced brands
Middle-class trading down to cheaper laundry products formats
Figure 16: Agreement with “I am opting to purchase cheaper formats (eg laundry detergent in powder) to do the laundry, by socioeconomic group, January 2017
Consumers in the North-East are more open to innovations
Figure 17: Agreement with “I often try new products for cleaning the home”, by region, January 2017
The power to remove dirt/grease is the priority for many consumers
Antibacterial action could gain more appeal with repellent benefits

INTEREST IN INNOVATION
Consumers want products gentle on hands
Figure 18: Interest in product innovations, January 2017
Seniors want laundry products gentle on clothing
Figure 19: Interest in laundry products that are gentle on clothing, by age group, January 2017
Matching the scent of products is a trend
Figure 20: Agreement with selected product innovations, January 2017
Cleaning products that leave protective layer to repel dirt have potential

APPENDIX – ABBREVIATIONS
Abbreviations

List of Table

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