Brasil Pack Trends 2020

BrasilPackTrends2020 38 packaging market: world and Brazi l The cleaning products industry closed 2011 with a turnover of R$ 14.4 billion, an increase of 7% in relation to the R$ 13.5 billion recorded in the previous year. The growth was driven by the class C, with an increase of 13.6% in the consumption of cleaning products. In the higher income groups there was a 2.5% drop, because, in a time of inflation, consumers from Classes A and B opt for cheaper brands, because, in general, they do not use the products, rather their servants. In contrast, the new middle class is reluctant to give up new benefits, such as convenience. Between 2008 and 2011, the products with the highest growth rates were liquid soap (35.5%), air fresheners (24.4%), cleaning liquids (6.2%) and bleach (5.6 %) (ASSOCIAÇÃO BRASILEIRA DAS INDÚSTRIAS DE PRODUTOS DE LIMPEZA E AFINS, 2011). Table 1.61 shows the principal cleaning products in Brazil in terms of sales, for the period 2008-2011. It is estimated that 95% of the market for cleaning products consists of micro, small and medium enterprises, and the informal market has a significant share. The battle against informality, usually products made to inferior technical standards, which encourages tax avoidance, remains one of the key issues in a sector that is looking for sustainable growth. The formal sector is viewed favorably by the packaging industry, since this trend involves increasingly the consumption of more sophisticated and better quality packaging. Table 1.61 Cleaning products industry: major products by sales (2008-2011) Major products by sales (R$ billion) 2008 2009 2010 2011 Average growth (2008-2011) Powder detergents 3,646 4,097 4,191 4,009 2.4% Fabric softeners 1,637 1,828 1,919 1,800 2.4% Air purifiers 693 883 1,472 1,661 24.4% Scouring powder 1,409 1,331 1,333 1,196 -4.0% Cleaning liquids 927 1,119 1,144 1,180 6.2% Bleach 893 1,070 1,160 1,110 5.6% Disinfectants 809 871 907 851 1.3% Bar soap 1,122 1,235 1,029 848 -6.8% Liquid soap 122 139 284 411 35.5% Source: DATAMARK End user Industry: cleaning products