As consumers migrate to cheaper products, with this behaviour driven by recent years of price increases, laundry care in Brazil is expected to continue to see solid retail volume and current value growth rates throughout the forecast period, in particular pushed by liquid detergents and the good performance of fabric softeners, although powder detergents is also expected to see growth from an already high base.
The growing number of warehouse clubs in Brazil is threatening the performance of traditional supermarkets, with the latter seeing a notable distribution share decline in 2024, mainly at the expense of warehouse clubs. Supermarkets are therefore betting on private label to fight the migration of customers.
The rise of emergent brands and the increased usage of claims within laundry care products in Brazil has been attracting consumers’ attention since the pandemic, when effective cleaning was a concern amongst consumers, who wanted to protect their households and family. The addition of different cleaning agents, including enzymes, alcohol, or sodium bicarbonate, helped companies to increase the penetration of categories that were previously neglected by consumers.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Brazil 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.
If you're in the Laundry Care industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsThis report originates from Passport, our Laundry Care research and analysis database.
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