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Brasil
PackTrends
2020
38
packaging market: world and Brazil
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