SOAP for washing market grows 9.6%

The reduction in the tax on industrialized products (IPI) of the white line, increased income and increased access of the population to credit in recent years have caused more people to buy washing machines. The increased presence of this appliance in Brazilian homes has helped another market: the powder and liquid soap. Only between January and July this year, the sale of these products grew 9.6% in volume over the same period last year. In total market value advanced 16.7 percent, according to data from Nielsen.
Unilever, owner of the Omo brand, took advantage of the synergy between the two sectors to retain new customers. The anglo-Dutch company and the American manufacturer Whirlpool washing machine Brastemp and Consul-two market leaders-released in August the joint campaign "Omo", in which the washer Brastemp declares his love to the Unilever brand. With shares in TV, internet and in points of sales until the end of the year, the companies will invest $ 15 million to $ 20 million. "When the consumer buys a washer, the monetary and emotional investment is very large. If the ' hardware ' [the machine] recommends the ' software ' [SOAP] at that time, the level of loyalty to this brand is too high, "says Mark Angelini,
hygiene and cleaning Vice President of Unilever.
The washer is present in 53% of Brazilian homes. In 2002, he was in 42% of households. "The penetration is growing, but is still small, so there is a lot of potential," says Nathalie Tessier, Director of marketing for Whirlpool. "We have an interest greater than or equal to the increased penetration of Whirlpool washers," Angelini. When a consumer return the tank for washing machine, there is a double-acting, he explains: in addition to passing the bar soap for powder or liquid, there is a sophistication in consumption, in search of reliable brands.
The Omo brand leads the market of clothing soap powder and liquid, which totaled r $ 4.2 billion in retail sales last year. But competitors like Procter Gamble & (P&G), owner of brand Ariel, Bombril, Both branded and own brand protection, Chemical Tixan Ypê, are also in contention for increase your slices in this segment.
The SOAP market also grows with the powdered version migration to the net and with the trend of consumers buying bigger packages. The category of liquids, which began to be developed in Brazil five years ago, it represented only 3% of the total volume sold in 2010. Last year, reached 13%. According to P&G, large packs-1.8 litre 5 litre of up-already account for 50% of sales of liquid soap.
In 2011, the sale of laundry detergent in retail was stable compared to the previous year, while the manufacturers turned their attentions to the liquid thread. But last year the category grew back powder depending on the sophistication of the consumption and larger packaging and promotional packages, according to Julia Avila, market analyst from Nielsen.
According to Isabela Eideard, marketing manager of P&G, Ariel sales grow along with the market. The American multinational took a step ahead in the segment in may, when it launched a new category in Brazil, the liquid soap in capsules. In four months and even with partial distribution, the Ariel Pods reached 1.5% stake in net sales. "The market has already migrated to the net segment, then we can talk about other formats," says Isabella. Following the tendency to search for larger packages, the P&G will put on sale later this year Ariel packages Pods with up to 90 capsules, enough for five months, on average.
Bombril, which never had as the flagship soap powder, saw the development of a liquid market opportunity. "Today is our focus for growth", says Marcos Scaldelai, Director of marketing for Brillo pad. The liquid version of Both launched in 2012, represents 20% of the sales of the brand. "Acceptance is great," says Scaldelai. The positioning of Bombril's sell the product 10% below the price of Ariel, P&G. Last year, a price war has engulfed the market and this year there was a recovery, but the level of prices set below the practiced in 2010. The price difference between powder and liquid ever be close to 50%, and currently is 6%, according to Nielsen.
Despite the proximity between the categories, the washer will not market as well as the SOAP. According to Nathalie, the Whirlpool, the thread is practically stable in 2013 compared to last year, affected by the economic situation and the climate of uncertainty. "Given the context, is in line with the expected," he says. At the end of the year, biggest selling period, it is expected some growth.