Grows spent on cleaning products

Consumer goods industry as a whole suffers from inflation, but the cleaning products industry is one of those who has registered less impact of the general price increase, according to Mark Angelini, President of the Brazilian Association of cleaning Products industries (Abipla). According to the Executive, the consumer excludes other products from the basket before leaving to buy items.
The Brazilian's average spending with cleaning products grew by 41.5% in the last five years, from r $ 161,37 to R $ 271,68 per year. Only in 2012, the increase was of 8% over the previous year, according to the consulting firm Kantar Worldpanel:.
The Brazilian cleaning products market is the fourth largest in the world, behind China, United States and Japan, according to Euromonitor. In 2012, the industry grossed $ 14.9 billion in Brazil, a high of 3.5% over the previous year, according to data compiled in "Abipla 2013 Yearbook", which will be released today. For this year, the Abipla hopes to keep the rate of expansion between two to three percentage points above the increase in gross domestic product (GDP).
In addition to the expansion of the middle class, which benefits the manufacturers of consumer goods in General, Angelini highlights four engines for the advancement of the cleaning sector: the market of construction and renovation of homes heated, the greater awareness of the population on hygiene habits, the advancement of women's participation in the labour market and the higher cost to keep a maid. The last two factors drive the consumption of products that offer more convenience.
The program my house Better, announced last week by the federal Government, will also benefit the industry. The low-interest credit line includes $ 850 per family for the purchase of a washer. The increased presence of this appliance, which today is less than half of Brazilian homes, will increase the consumption of SOAP to wash clothes and reinforce the trend of migration to higher value-added products, according to Angelini.
The category of SOAP to wash clothes in powder and liquid is among those that most grew up in 2012, while bar SOAP had one of the worst performances, according to Nielsen (see table beside). In the past five years, the penetration of liquid washing machine in Brazil increased from 6.5% to 29.1%, according to Kantar.
Anglo-Dutch Unilever leading the market, but lost in the last two years, participation of 24.6% to 23.2%, according to Euromonitor. This year, the company announced an investment of r $ 50 million to expand the portfolio of cleaners and launched 20 products of the brands Came and Cif. The British Reckitt Benckiser has the second largest share (12.8%), followed by Brazil (11.3%), Amparo Chemistry dona Ypê, the trademark and Bombril (6.6%).
According to Angelini, who is Vice President of hygiene and cleaning of Unilever and assumed the Presidency of Abipla a year ago, Brazil has one of the highest levels of competition in the segment. "This is very healthy. More than fight for market share, there will be an expansion of the industry, "he says. Argentina, the Executive came to Brazil last year and, before that, worked in several other markets by Unilever, such as England, Italy, Russia, United States, France, Japan and Turkey.