PURCHASES OF CLEANING PRODUCTS GROW IN THE SHORT TERM IN BRAZIL

Among the consumption of massive products (FMCG), the basket of cleaning products is among those that presents positive results in the short term in Brazil. Although it had retraction of 1.1% units in the year 2018 to 2019, it gained 2.4% in units from the first to the second quarter of this year. Besides having also grown 1.8% of weighted volume in this period, according to a survey by the multinational consumer panels Kantar presented in the 14th edition of the annual ABIPLA (Brazilian Association of the Industries of hygiene products, cleaning and Saneantes of Household and professional use). In this scenario, the clothing softensers, multipurpose products and perfumed cleaning are the ones that have the best performance of the category. They had an increase of 2.5, 2.2 and 2.1 penetration points, respectively, in the first semester of 2019 in relation to the same period of the previous year. The new family dynamics is one of the reasons behind the performance of these specific products. The current context is more women working outside, more mothers over 35 years, increased life expectancy and a drop in the number of family members, allied to the resignification of the role of man, the division of tasks and the search for making daily activities more Simple. Between 2009 and 2017, there was a 5% reduction in the presence of domestic maids in homes in the country, and more busy housewives and with less help seek effective and simple alternatives for the care of the house. "In this scenario, categories linked to practicality and aroma gain penetration in all regions," analyzes Rita Navarro, director of New Business at Kantar. Among the best performing products, perfumed cleaners have gained more than 1.3 million of new buyers homes in the first six months of 2019, driven mainly by promotions. As the purchase channels vary according to the size of the package, the attackings are the most popular for families seeking options of more than 1000ml. The multipurpose products, leaders in practicality, had 4.8% increase in value and conquered new buyers mainly in the greater São Paulo. In the period, the search for large size gained 38.8% of importance, although the average packaging represented 90% in volume share. In turn, the softants have penetration in 81.5% of Brazilian households and won 10.4% in the first semester of 2018 for the same period of 2019. Due to the cost-benefit, we highlight the concentrated options-which represent 31% of the category-and the bottle-type packages and more than 2 liters. In addition to the search for practicality, Brazilians also make choices to circumvent the increase in prices and indebtedness. "For 48% and 40% of consumers, respectively, having good quality and low price is critical when placing a product in the cart. Therefore, we observe that leading brands of this category follow the top of Kantar's Brand Footprint ranking, "says Rita Navarro. The list, which has Ypê, Omo and Brilhante in the first positions, also highlights the Tyxan, the brand that most won buyers homes in 2018. They were 2.3 million new shoppers taking their products home. Thus, brands seek opportunities in the market and grow those that conquer new shoppers. In Brazil, local brands gain strength and, in 67% of the market of the cleaning basket, national products are more relevant.