Changing habits boosts sale of cleaning products

Kantar Worldpanel: consumer data show that the share of households in class AB with mensalista maid fell from 4.8% in June 2012, to 2.9% in the same month this year. With the increase in price of products and less time for people to clean up the House, growing demand for practical and efficient solutions.
The Brazil is already the fourth largest market for cleaning products in the world, behind the US, China and Japan. Between 2009 and 2014, sales rose 17.3%, totaling $ 7.8 billion a year, according to Euromonitor International. The forecast is for growth of 16.6% by 2019. In the last five years, products for cleaning the kitchen gave 117.6% jump in sales. Already the vessels, for example, do not appear in the 2009-2014 study of Euromonitor. The estimate for up to 2019, however, is high of 35.2% in sales of this item.
For Unilever, the tendency of people to invest in high performance products will accelerate. "Consumers are taking over routine house cleaning and laundry. Has been significant growth of products that deliver high performance combined with practicality and convenience, "said Celino, marketing director of the company's home care.
To Reckitt Benckiser, the focus is the practical products. "We focus on products that make people lose less time at work, make cleaning fast and practical way, as OxiAction and Vanish Harpic cleaning adhesive gel Cliq, toilet," says Jiri Kulik, Senior Vice President for the Latin America and the company's Brazil.
In addition, private label products to retailers gain space in the cleaning basket. In the first half, the 100 biggest selling items, Qualitá Grupo Pão de Açúcar, recorded 10% advance on January to June 2014.