Home Care in Chile

February 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Chile, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Chile report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Chile?
  • Which are the leading brands in Home Care in Chile?
  • How are products distributed in Home Care in Chile?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?
Download Table of Contents

Home Care in Chile

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2018-2023
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Air Care in Chile

KEY DATA FINDINGS

Significant rise in unit prices impacts volume sales in 2023
Hybrid working plays a positive role in air care demand
SC Johnson & Son maintains its dominant position
Spray/aerosol air fresheners to continue driving demand for air care
National players are expected to gain ground, driven by affordable options
Pure play e-commerce will continue to boost online sales
Table 11 Sales of Air Care by Category: Value 2018-2023
Table 12 Sales of Air Care by Category: % Value Growth 2018-2023
Table 13 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 14 NBO Company Shares of Air Care: % Value 2019-2023
Table 15 LBN Brand Shares of Air Care: % Value 2020-2023
Table 16 Forecast Sales of Air Care by Category: Value 2023-2028
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

Bleach in Chile

KEY DATA FINDINGS

Bleach volumes decline as use normalises after high demand during pandemic
Complex economic situation mitigates the decline in bleach sales
Private label gains ground, driven by more competitive prices compared to leading brands
Modernisation of bleach will boost demand
Unit price increase to be driven by penetration of products offering specific value
Adverse economic conditions are expected to favour the use of bleach in 2024
Table 18 Sales of Bleach: Value 2018-2023
Table 19 Sales of Bleach: % Value Growth 2018-2023
Table 20 NBO Company Shares of Bleach: % Value 2019-2023
Table 21 LBN Brand Shares of Bleach: % Value 2020-2023
Table 22 Forecast Sales of Bleach: Value 2023-2028
Table 23 Forecast Sales of Bleach: % Value Growth 2023-2028

Dishwashing in Chile

KEY DATA FINDINGS

Demand declines as consumers reduce frequency of purchase due to pressure on disposable incomes
Multinationals lead hand dishwashing but local brands play a key role in traditional channel
Low penetration of automatic dishwashing in modern grocery retailers
Uncertain economy will delay purchase of dishwashers with a negative impact on automatic dishwashing
Pure play e-commerce will continue to gain ground with low prices and promotions
Players will continue to invest in the circular economy
Table 24 Household Possession of Dishwashers 2017-2022
Table 25 Sales of Dishwashing by Category: Value 2018-2023
Table 26 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 28 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 29 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

Home Insecticides in Chile

KEY DATA FINDINGS

Home insecticides records highest increase in unit price within overall home care
SC Johnson & Son dominates but is losing share to smaller players
National player Empresas Demaria gains ground with its brand Killer
Strong challenges are anticipated for home insecticides
Spray/aerosol format is expected to remain the most popular option
Players to increasingly focus on eco-friendly home insecticides
Table 31 Sales of Home Insecticides by Category: Value 2018-2023
Table 32 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 34 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 35 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 36 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

Laundry Care in Chile

KEY DATA FINDINGS

Consumers use smaller amount of product per wash in attempt to save money
Unpackaged laundry care is gaining popularity as consumers' environmental consciousness continues to grow
Unilever dominates but local brands play a vital role in the traditional channel
Players will continue to invest in the circular economy
Powder detergents will be increasingly replaced by modern liquid formats
New laundry care options are expected in the short term
Table 38 Household Possession of Washing Machines 2018-2023
Table 39 Sales of Laundry Care by Category: Value 2018-2023
Table 40 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 41 Sales of Laundry Aids by Category: Value 2018-2023
Table 42 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 43 Sales of Laundry Detergents by Category: Value 2018-2023
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 46 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 47 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 48 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 49 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 50 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 52 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

Polishes in Chile

KEY DATA FINDINGS

Polishes continues to be replaced by other home care products
Modern floors and furniture reduce the need for polishes
Lack of innovation negatively impacts demand for polishes
Metal polish will remain relevant to a specific group of consumers
Casual footwear and hybrid working to mitigate demand for shoe polish
Retailers show limited interest in developing new private label options
Table 54 Sales of Polishes by Category: Value 2018-2023
Table 55 Sales of Polishes by Category: % Value Growth 2018-2023
Table 56 NBO Company Shares of Polishes: % Value 2019-2023
Table 57 LBN Brand Shares of Polishes: % Value 2020-2023
Table 58 Forecast Sales of Polishes by Category: Value 2023-2028
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

Surface Care in Chile

KEY DATA FINDINGS

Inflation and the return to normal routines have a negative impact on demand
All purpose cleaning wipes have lost their charm
Private label gains ground, driven by new products and marketing campaigns
Adverse economic conditions will negatively impact demand for surface care in 2024
Local players have potential to gain ground in category
Affordability and convenience will become key attributes for surface care
Table 60 Sales of Surface Care by Category: Value 2018-2023
Table 61 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 64 NBO Company Shares of Surface Care: % Value 2019-2023
Table 65 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 68 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

Toilet Care in Chile

KEY DATA FINDINGS

Consumers choose more affordable alternatives due to economic instability
Players aim to improve their profitability
SC Johnson & Son retains dominance of competitive landscape
Better economic conditions will favour penetration of toilet care among Chilean households
Rim blocks will continue to drive value sales of toilet care in Chile
Penetration of private label is expected to remain low
Table 70 Sales of Toilet Care by Category: Value 2018-2023
Table 71 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 72 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 73 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 74 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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