With declines in Mexico and Argentina, two of the biggest markets, as well as many other countries in the region, laundry care in Latin America will see only modest growth in 2020, driven primarily by a strong performance in Brazil. More frequent washing and “overdosing” were helping drive sales in Brazil during the Coronavirus (COVID-19) pandemic. Healthy annual growth rates are expected over the forecast period in Latin America, primarily driven by Brazil and Mexico.
This report comes in PPT.
Laundry care’s historic period CAGR was negatively affected by Brazil’s deep recession in 2015-2016 and the economic difficulties in Argentina in recent years. Although value-added products have been disrupting laundry care in Brazil, value for money continued to drive consumers’ purchasing decisions, with traditional categories such as standard powder detergents continuing to comprise the vast majority of consumption.
In many countries across the region the COVID-19 outbreak negatively impacted laundry care sales in 2020. In addition to increasing price sensitivity for many consumers, it also saw people doing the laundry less often, given lockdowns/quarantines saw people spending much more time at home than usual. However, in Brazil, the opposite was true, despite not leaving home much, locals were not only doing the laundry more often, but they were also increasingly “overdosing” with their laundry detergents for perceived additional cleanliness.
While disinfection will continue to be important in the wake of the pandemic, “green” issues will also increasingly feature, although price will remain a key issue. Consumers remain reluctant to choose eco-friendly products if they have to pay more for them. While concentrated detergents should meet environmental care attributes, this is still not seen as being at an affordable price, as many often do not know how to dose correctly, using more detergent than necessary.
Laundry care is expected to record positive annual growth throughout the forecast period, with liquid detergents leading the way, and liquid fabric softeners also enjoying strong demand. However, powder detergents will continue to be heavily used across the region.
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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