Cleaning products sales reach r $ 14.9 billion

The Brazilian industry of cleaning products should end 2012 with revenues of $ 14.9 billion, an increase of 3.5% over the past year, according to the Brazilian Association of cleaners and related (ABIPLA). For 2013, the entity estimates continue to grow two to three percentage points above the gross domestic product (GDP). The sector slowed to 6.7% rise registered last year – the lowest growth rate of the economy. To the Board of Directors of ABIPLA, it is good to grow above the gross domestic product (GDP) in a "difficult year for the Brazilian economy." According to Eugenia Saldanha, Executive President of the entity, is the ninth consecutive year that the industry-industry moves more than the economy.
The rise of lower-class is the factor that drives the market. "A low-income family that joins a middle segment will buy first fabric softener", exemplifies Robson Goncalves, Economist at consultancy FGV Projetos, who leads new studies about the sector, at the request of ABIPLA. These emerging classes of also augment the consumption of products that were already part of your basket.
"A consumer who goes to class AAA will not change the SOAP you use, or have a different social and environmental concern," says Gayle. "It will consume more," he concludes.
Mark Angelini, new President of ABIPLA, says that innovation is the most important factor for the industry to grow at a time when the industry slows down. He cites as an example the concentrated products and cleansers that are specific to particular use. Angelini is Vice President of Unilever's home care and assumed the post in place of Fawad Khan, ex-Vice President of Corporate Affairs of the anglo-Dutch company.
According to the FGV survey projects, the number of jobs in cleaning products industry increased by 3.8% in 2012, to 45.5 thousand employees. Gee says that, in a year that the manufacturing industry has suffered with the import, a sector which registered this job high "responded well to the trade opening".
"The level of investment must have grown as employment," says Gayle. In 2011, the cleaning industry investment grew 8% from the previous year and totaled r $ 474 million. "The investment is growing even with a tax burden of 39%," said Angelini.