Home Care in Latin America

March 2024

After the spike in demand seen in Latin America in 2020 due to the pandemic, with more time spent at home and heightened cleaning regimes, much weaker demand was seen in the next two years. However, home care enjoyed a stronger performance in 2023, in spite of the high inflation impacting the region. Positive growth is expected over the forecast period, when increasing usage of social media for marketing and communication purposes is expected to continue being seen.

USD 1,475
Request More Information

Delivery

This report comes in PPT.

Key findings

Social media as a marketing and communication tool

Players across home care have been increasingly investing in social media communication in Brazil. In a highly competitive framework, this communication through social media profiles is seen as strengthening brand awareness as well as informing consumers of new launches and promotions, with players also often leveraging partnerships with influencers.

Colombian private label share reaches 26%

All brand owners in home care continue to be challenged by the high penetration of private label in Colombian households. Private label growth has been driven not just by discounters, but also by retailers seeking to compete against hard discounters. Aggressive private label pricing strategies have been used by supermarkets and hypermarkets as they look to compete with discounters.

Precios Justos helps limit price rises in inflationary Argentina

In Argentina, the combination of consumers spending money rather than keeping hold of their rapidly depreciating pesos and the limitations on price increases under the Precios Justos (Fair Prices) programme helped prevent a major migration from tier one brands to lower-priced brands or private label. Precios Justos is an agreement between industry players and the government under which the brands commit to keeping price rises of specific products/SKUs to well below inflation.

D2C refillable packaging gaining ground in Chile

Direct-to-consumer brands such as EcoCarga and FreeMet have continued to gain ground by selling unpackaged home care products in Chile. Refillable packaging is not only considered a sustainable choice by local consumers, but also a more affordable option that allows them to save money, which was especially attractive given the prevailing economic situation. Both brands have been expanding their reach in recent years, even including EcoCarga vending machines at Santiago metro stations.

Scope
Key findings
Latin America ranks fourth regionally for both sales and per capita consumption
Positive growth expected for Latin American home care in the coming years
Laundry care dominates sales in the Latin American home care market
Concentrated powder detergents record dynamic growth over 2018-2023
Dishwashing the most dynamic home care category in Latin America over 2018-2023
Laundry care dominates the new sales seen over 2018-2023
“Green” products continue to gain ground in Mexico
Small local grocers still the main individual distributon channel
Modern grocery retail channels account for more than half of sales
Relatively concentrated competitive landscapes in most markets in the region
Multinationals lead the way in Latin American home care
All players bar Clorox generate their greatest sales in Brazil or Mexico
Raid and Axion move up the brand rankings
Positive annual growth rates expected throughout the forecast period
Social media likely to play an increasing role in communication and marketing
Argentina: Market Context
Argentina: Competitive and Retail Landscape
Bolivia: Market Context
Bolivia: Competitive and Retail Landscape
Brazil: Market Context
Brazil: Competitive and Retail Landscape
Chile: Market Context
Chile: Competitive and Retail Landscape
Colombia: Market Context
Colombia: Competitive and Retail Landscape
Costa Rica: Market Context
Costa Rica: Competitive and Retail Landscape
Dominican Republic: Market Context
Dominican Republic: Competitive and Retail Landscape
Ecuador: Market Context
Ecuador: Competitive and Retail Landscape
Guatemala: Market Context
Guatemala: Competitive and Retail Landscape
Mexico: Market Context
Mexico: Competitive and Retail Landscape
Peru: Market Context
Peru: Competitive and Retail Landscape
Uruguay: Market Context
Uruguay: Competitive and Retail Landscape

Home Care

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

See All of Our Definitions
Share:

NEW REPORT GUARANTEE

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!

;