Latin America

Aerosol disinfectants are included in the spray/aerosol air fresheners category. These aerosols witnessed an unprecedented boom in sales in 2020 and part of 2021 due to hygiene concerns generated by the COVID-19 crisis. However, in the last two years…

Air care sales returned to growth in 2023 following decline in 2022 due to the substantial influx of illegal contraband products, mostly from Argentina due to the strong devaluation of the peso. In 2023, inflation in Argentina has resulted in price…

Air care continued to record a positive performance in 2023, driven mainly by electric air fresheners and spray/aerosol air fresheners, along with car air fresheners and other air care. In fact, other air care was the most dynamic performer, while…

In 2023, air care experienced one of the highest increases in unit prices within home care. In 2022, due to the surplus stock resulting from the high demand during the pandemic, players had refrained from raising prices to sustain demand. However,…

As less essential home care products, air care suffered a contraction in volume sales in 2023, with consumers being heavily impacted by rising price points and inflation, causing them to rethink their budgets. The trend towards hybrid working, which…

Air care was the weakest performer in terms of volume growth in 2023. While air care registered both high current and constant value growth, volume growth was marginal. The increased prices dampened volume demand and consumers prioritised essential…

During the pandemic, there was a strong demand for antibacterial air sanitisers in spray format, with essences that emulate the functionality of an air freshener with floral and fruity aromas. However, in the face of rising prices and increasing…

Air care was negatively impacted by the arrival of the pandemic as many consumers considered these products to be irrelevant. However, as fear of the pandemic has waned, consumers have turned to air care products again as they look to create a…

Air care registered both healthy current and volume growth in 2023, as it becomes an increasingly popular product in Guatemalan households. Spray/aerosol air fresheners remained the largest product area in terms of value sales and also registered the…

Air care recorded retail volume growth in 2023, albeit at a slower pace than for several years. The largest category, spray/aerosol air fresheners, saw a healthy performance, due to the affordability and ease of use of these products. This popular…

Prior to the pandemic there was a surge in demand for newer and more innovative air care products such as candle, electric and gel air fresheners. However, the pandemic had a significant impact on demand with demand for many products slumping as…

Air care continued to be a popular product in Uruguay in 2023, though as with other home care products, it was negatively impact by cross-border shopping in Argentina and registered a fall in volume sales. Although inflation has soared in Argentina,…

Bleach sales declined in 2023 for the third year in a row. The category saw sales rocket in 2020 due to the COVID-19 pandemic and fears about infection with the SARS-CoV-2 virus. However, in the following years, bleach sales plummeted due to the…

Bleach sales are recording further decline in 2023; however, the decline is less steep than in 2022 as a result of lower prices and high inflation in neighbouring Argentina, which is making smuggled products from the country less attractive to…

In 2023, bleach recorded high single-digit retail value growth, along with stable demand. Despite the positive performance, it is clear that there was some level of deceleration compared to the previous year, due to lower inflationary pressures. The…

Retail volume sales of bleach declined for a third consecutive year in 2023 following peak sales achieved in 2020. During the pandemic, local consumers sought efficient cleaning solutions for different areas in and around their homes as a measure to…

Bleach is a very mature category in Colombia, reaching more than 95% of households. Disinfection has become less relevant in 2023, as the threat of COVID-19 subsided. However, retail volume sales of bleach are still above pre-pandemic levels as the…

Value sales for bleach continued to slow, and consumers increasingly favoured less toxic home care products. Bleach has been cast in a negative light in terms of environmental and also health impacts. As such, consumers are looking to reduce bleach…

Bleach is widely used by Dominicans as it is considered highly versatile and is frequently used for cleaning floors, as a surface disinfectant and occasionally as a bleach in laundry. Its multipurpose benefits and lower unit price compared to…

Bleach is a sizable product area in Ecuador, as consumers appreciate its affordable pricing. During the COVID-19 pandemic, bleach was one of the star products for home disinfection and consequently volume sales expanded by over one-third in 2020…

Bleach registered muted volume growth in 2023, partly supported by continuing population growth. Bleach is a popular cleaning product in Guatemala, with a loyal consumer base. However, it is facing increasing competition from other effective cleaning…

Bleach maintained retail volume and current value growth in 2023. It remains a very popular product in Mexico due to its low price, which makes it affordable for low-income consumers. At the same time, bleach is also valued for its sanitising…

Demand for bleach soared following the outbreak of COVID-19 with it seen to be an affordable and highly effective way to disinfect the home. Bleach was even being recommended by doctors as a preventive measure to prevent the spread of COVID-19.…

With the pandemic over, there was less frenzied cleaning, and as such bleach registered a fall in volume sales. That being said, there was a slight increase in constant value sales, due to price rises. Bleach is still a popular cleaning product in…

Although the market volume of the hand dishwashing category in Argentina dropped in 2023, its sales climbed in current value terms. The market volume of hand dishwashing fell for the third year in a row, mainly due to the reduced number of meals…

Dishwashing records further volume and value growth during 2023. Strong double-digit value growth has been supported by a second year of price increases as leading players focus on profitability rather than sacrificing margins to be more competitive.…

In Brazil, dishwashing recorded high single-digit retail value growth, strongly influenced by a recurrent inflationary effect on current unit prices in 2023. However, in comparison to the previous year, the Brazilian economy showed signs of…

2022 marked a reversal of the positive trend witnessed in the preceding two years, characterised by an increase in demand for dishwashing. Unfortunately, this negative trend persisted into 2023. In 2022, the decline in retail volume sales could be…

In 2023, hand dishwashing saw limited growth in volume terms, although this was an improvement on the declines seen in the year prior. Hand dishwashing decreased in 2022 as Colombians started spending more time out of the home after the COVID-19…

Dishwashing registered healthy volume growth in 2023, as price increases eased. Hand dishwashing continued to account for most value sales and also registered the highest value and volume growth. As such, value sales for automatic dishwashing…

In 2023, Dominicans have shifted back to pre-pandemic lifestyles, since they are eating out more frequently and taking school classes face-to-face, whilst fewer companies have maintained the remote work option. At the same time, home cooking has…

The normalisation of consumers' lifestyles post-pandemic, including dining out and ordering takeaways, has continued to reduce demand for dishwashing products, and the category recorded further volume decline in 2023. Dishwashing registered a boom in…

Within hand dishwashing, consumers are shifting from the bar format to the cream/paste format. As more households seek the convenience of an effective grease-remover for their dishes that tends to last longer and is softer on skin, the cream/paste…

Dishwashing maintained retail volume and current value growth in 2023, with rises seen for both hand dishwashing, and all categories within automatic dishwashing. While pandemic-related restrictions on movement had been lifted, the continued…

During the pandemic, demand for dishwashing rocketed as hygiene concerns increased and people spent more time on average at home, thereby creating more dishes to clean. As expected, once the wave of infections and respective health restrictions…

As with home care products in general, cross-border shopping led to a decline in volume sales. Although inflation has soared in Argentina, the depreciation rate against the Uruguayan peso has made dishwashing products purchased in Argentina much…

The business environment of the home care industry in Argentina was characterised by uncertainty in 2023. During the year, significant macroeconomic and political factors shaped people’s consumption choices.

Bolivia is currently facing a shortage of foreign currency in its economy, with the US dollar becoming scarce due to diminishing international reserves. As a result, the commission costs of financial intermediation have increased, raising the…

In 2023, home care in Brazil recorded high single-digit retail value growth, while decreasing inflation rates impacted the performances of all categories and several home care players. Despite previous challenges posed by supply chain disruptions…

In contrast to earlier in the review period, when the Chilean economy was an oasis within Latin America and witnessed a constant rise in GDP, minimal inflation rates, and robust employment levels, 2022 and 2023 were characterised by economic…

In 2023, home care products registered notable price hikes, with most rising above inflation which continued to increase year on year. Consumers have felt a decrease in purchasing power since 2022, but this trend became more acute in 2023 with…

While there was still economic uncertainty, inflationary pressure eased significantly in 2023, even falling into deflation territory for part of the year. With the improved economic situation, home care registered healthy current value and modest…

In 2023, inflationary pressures in the Dominican Republic weakened, with the country seeing greater price stability compared to the previous year. With consumer confidence improving slightly, retail volume sales bounced back to post a moderate…

Ecuador's GDP has risen steadily in 2023 and is projected to reach growth of 2.1% by the end of the year, whilst unemployment has declined by 3.2%. Despite these positive economic indicators, consumers have been cautious with their spending. High…

Home care sales grew strongly in 2023 though demand dipped for products that disinfect surfaces, such as bleach, floor cleaners and surface care. El Salvador relies heavily on imports to meet domestic demand therefore rising global commodity prices…

Home care registered healthy current value growth, though constant value and volume growth was more muted, as inflation still continued to be an issue, though price rises eased. Political instability rising from the 2023 election also created a…

In 2023, the prices of home care continued to rise, though to a lesser extent than in 2022. Some households turned to lower priced brands and savings formats. Multifunctional cleaning products, such as bleach and powder detergent, remained popular,…

In 2023, the home care industry in Mexico returned to retail volume growth, which was the trend seen pre-pandemic, although it was not able to return to the 2019 level of sales. Meanwhile, current value growth remained dynamic due to continued high…

Home care is registered a strong performance in 2023, given the favourable macroeconomic environment in the country. Laundry care and surface care constitute the two largest categories, both of which saw steady consumer demand over the review period.…

In 2023 the main influence on home care sales was the full resumption of society in the wake of the pandemic and less time spent at home. In general, categories related to disinfection and surface care posted the steepest declines as the pandemic…