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15/05/2016
EuromonitorInternationalAnalysis
LaundryCareinBrazil
CategoryBriefing|06Apr2016
HEADLINES
Laundrycareseesvaluegrowthof6%in2015,reachingR$10.0billion
Productpromotionandsegmentationcontinuetostimulatecategorygrowth
Laundrycareunitpricecontinuestorise
UnileverBrasilLtdacontinuestoleadlaundrycarewith43%valueshare
Laundrycareexpectedtosee2%valueCAGRoverforecastperiodtoreachR$10.8billionin2020
TRENDS
2015wasanegativeyearforseveralfastmovingconsumergoodscategoriesinBrazildueto
reduceddisposableincomeamongconsumers,drivenbyhigherthanexpectedinflationandastrong
riseinunemployment,butthelaundrycarecategoryprovedresilient.Despitebelowinflationvalue
growth,laundrycarecontinuedtogrowduetoinvestmentsinproductsegmentation,ahigherlevelof
informationavailabletoendconsumers,aswellaspackaginginnovations.
The6%valuegrowthforlaundrycarein2015waslowerthanin2014,whichalsoreflectedthe
volumesalesperformance.Theaddedvaluetrendthatinfluencedthemarketinrecentyearscontinues,
albeitataslowerpace.Theaverageunitpriceoflaundrycarewasalsoimpactedbytheincreasein
costsandrisinginflationinBrazil,whichsurpassedthe10%levelin2015accordingtotheCentral
Bank.
Laundrydetergentscontinuetobethemostimportantcategorywithinlaundrycare,representing76%
ofthecategorysvalueattheendofthereviewperiod.Withinlaundrydetergents,liquiddetergents
continuedtogainrelevance,representing19%ofthecategorycomparedwith18%in2014,and
growingby12%invaluetermsversus5%forpowderdetergents.Despitethegreaterrelevanceof
powderdetergents,highadvertisingandpromotionallevelsandthewillingnessofconsumersto
experimentwithnewproductformatscontinuedtodrivethegrowthofliquiddetergentsinBrazil,
especiallyamongmoreaffluentconsumersfromAandBsocioeconomicstrata.
Liquidtabletdetergentscontinuetoregisterthehighestgrowthwithinlaundrycarein2015,witha
21%valueincrease.ThecategoryisstillnewintheBrazilianmarketandisrepresentedsolelyby
Procter&GambledoBrasilwithitsArielPowerPodsbrand.Thebrandwasintroducedtothelocal
marketbyProcter&Gamblein2013,primarilytargetingmoreaffluentconsumersduetoitshigh
averageunitprice.Despitethestronggrowthliquidtabletdetergentsremainedanincipientcategoryin
Brazilattheendofthereviewperiod,andduetothechallengingmacroeconomicscenarioitmaytakea
whileforthecategorytoconsolidateitsposition.
Laundrycareproductsregisteredaunitpriceincreaseof5%in2015.Thebelowrateadjustmentwas
drivenbyahigherpromotionallevelthroughouttheyearinordertocontinuestimulatingconsumption
duringachallengingmacroeconomicscenario.
DespiteBraziliansfacingastrongdeclineinpurchasingpower,changesinconsumptionpatternsand
lifestyletrendssuchasareducedemploymentofmaidsandexternallaundryservicesbymoreaffluent
localconsumershaveresultedinshoppersbeingmoreinformedabouttheproductstheyacquire.This
isalsobenefitingmoresegmentedcategoriessuchasspotandstainremoversandfinefabric
detergents,eachofwhichgrewby7%incurrentvaluetermsin2015.
ConcentratedliquiddetergentscontinuedtogrowinBrazilin2015,registeringa12%valueincrease.
Theproductformathasastrongenvironmentalappealadvertisedbymanufacturersthroughreduced
packagingandadvantagesoftransportationformanufacturers,whichimpacttheproductsaverageunit
price.However,manyBrazilianconsumersremainscepticalregardingtherecommendeddosageand
tendnottofollowonpackinstructions,leadingtogreaterthannecessarydosageandthusreduced
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productendurance.Concentratedpowderdetergentsremainsanincipientcategoryrepresentedbyonly
onecompany:Amway.DuetothefactthatAmwaydoesnotmanufactureconcentratedpowder
detergentsinBrazil,theproductiscurrentlysoldatahighaveragepriceandisthusaccessibletoonlya
nicheofconsumers.
Despitethedevelopmentoftheautomaticlaundrydetergentscategoryoverthereviewperiod,bar
detergentsstillrepresent14%oflaundrycareinBrazil.Thecategoryhasbeendeclininginrecentyears
duetothemigrationandincreaseinhouseholdpenetrationofautomaticandsemiautomaticwashing
machines,butitremainsimportant,especiallyinlessaffluentBrazilianregionssuchasthenortheast,
wherehandwashingcontinuestohaveastrongrelevance.
Aspartofthismarketingeducationtherelationshipbetweenlaundrydetergentsandwashing
machinesrepresentsacrucialelement,withpartnershipsbetweenhomecaremanufacturersand
applianceproducersbecomingcommonattheendofthereviewperiod.Examplesofsuchassociations
arethosebetweenReckittBenckiser(Brasil)withVanishandElectrolux,andUnileverBrasilwithOmo
andBrastemp.Thesepartnershipsalsoservetoleveragebrandloyaltytobothappliancesandhome
careproducts,combiningbothcategoriesperceivedqualityandthebrandsinvolved.
Intermsofwashingmachines,themostpopulararethosewithalargecapacityof10kgormore.
SincelaunderettesarenotpopularinBrazilandarealsoexpensive,consumersseekwashing
machinesthatcanwashallofthefamilysclothesaswellaslargeritemssuchasblanketsandrugs.
Althoughthemostpopularwashingmachineshavealargecapacity,themostmodernunitshave
differentwaterlevelstoallowsmalleramountstobewashed,forexamplebypeoplewholivealone.
COMPETITIVELANDSCAPE
SalesoflaundrycareproductsareledbyUnileverBrasil,QumicaAmparoandProcter&Gambledo
Brasil,whichheldacombinedvalueshareof68%in2015.ThesecompaniesarefollowedbyBombril,
GtexBrasil,FloraProdutosdeHigieneeLimpezaandReckittBenckiser(Brasil).
UnileverBrasilLtdacontinuedtoleadtheBrazilianlaundrycarecategoryin2015witha43%value
share.ThecompanycountswithhighrelevancebrandsinitsportfoliosuchasOmo,Surf,Fofo,
BrilhanteandComfort,allpositionedandsegmentedtowardsdifferentconsumergroupsandsocio
economicstrata,coveringawiderangeoflocalbuyers.Unileveralsocountswithextensivemarketing
andpointofsalepromotionalcampaignsinBrazil,maintainingahighlevelofbrandawareness.In2015
thecompanyconcentrateditslaunchesinothercategoriessuchasbeautyandpersonalcare,and
maintaineditshomecareportfoliounchangedinBrazil.
Despitetheprominenceofkeymultinationalplayersinlaundrycarelocally,QumicaAmparoLtda
heldsecondpositioninthecategoryinBrazilattheendofthereviewperiodwitha13%valueshare,
makingittheleadingdomesticcompany.QuimicaAmparohasgainedrelevanceinrecentyearsmainly
duetoitspriceandbrandpositioning,beingabletooffermidpriceproductstotheevergrowingmiddle
classsegmentinBrazil.Duetothechallengingmacroeconomicscenariointhecountry,thecompany
hasbenefitedfromatendencytotradedownbymanyconsumers,andwasabletomaintainits
prominentpositioninthelocalmarket.
Procter&GambleheldthirdpositionintheBrazilianmarketforlaundrycarein2015witha12%value
share.InordertocompetewiththeOmoconcentratedliquiddetergentvariantfromUnilever,Procter&
GamblelaunchedArielPowerLiquidin2015.Intheproductsadvertisingtoendconsumersthe
companyfocusedonhighlightingitscostbenefitfeatures,statingthatonelitreofArielconcentrated
liquiddetergentisequivalenttotwokilosofstandardpowderdetergent.Theproductisalsobeing
commercialisedwithaspeciallydesigneddosageclosureinordertohelpconsumersusethe
recommendedamountineverywash.
Witheffortsbycompaniestodelivercompletesolutionsinlaundrycaretoconsumers,laundrykits
havealsostartedtobecommercialisedbymajorplayers.Theselaundrykitsnormallycontaina
standardorconcentratedliquiddetergentplusaliquidfabricsoftener,andaresoldataloweraverage
priceincomparisonwithaseparatepurchaseforeachoftheseproducts.
AlthoughprivatelabelproductsarebecomingbetteracceptedbyBrazilianconsumers,theyare
mainlypopularformorebasiccategorieswithinhomecare,suchasdisinfectantsanddishwashing.
Regardingthelaundrycarecategory,evenlowerincomeconsumerstendtolookforknownbrandsdue
totheirqualityimage,ascareofclothingisofgreatconcernforconsumers.Thisconsumption
behaviourisalsolinkedtothestrongbrandawarenessmajorplayershaveintheBrazilianmarket,and
theirhighlevelsofinvestmentinadvertising.
Allmajormanufacturers,includingUnileverBrasil,QumicaAmparo,Procter&GambledoBrasiland
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FloraProdutosdeHigieneeLimpezapositiontheirproductsasgreenhowever,especiallyduetothe
macroeconomicdownturnin2015,pointofsaleadvertisingandpromotionaleffortsplacedgreater
emphasisonproductscostsavingattributes.
PROSPECTS
Salesoflaundrycareproductsareexpectedtocontinuegrowingovertheforecastperiod,witha
constantvalueCAGRof2%.AsBrazilfacesachallengingmacroeconomicscenariothatisnot
expectedtorecoverinashorttomidterm,mostconsumersareexpectedtocontinuetoplantheir
purchasesmoreandseekmoreaffordableandeconomicproductswithinlaundrycare.
Overtheforecastperiodthemainpurchasingtrendwillcontinuetobetheshiftfrompowder
detergentstowardsliquidformatproducts,albeitataslowerpacecomparedwiththatseenoverthe
reviewperiod.Liquidtabletdetergentsareexpectedtocontinuetogainrelevanceamongmoreaffluent
consumers,butitwillstilltakelongerforthecategorytoconsolidateinthelocalmarketduetoitshigh
averagepriceincomparisonwithotherlaundrydetergentformats.Despitethenegativeeconomic
scenario,thebardetergentscategoryisexpectedtocontinuedeclininginbothvalueandvolumeterms
duetothemigrationtoautomaticwashing.
Asaccessibilitytoexternallaundryservicessuchaslaunderettesanddrycleaningisdecreasingin
BrazilduetothedeclineinpurchasepoweramongBrazilians,localconsumersfromhighersocio
economicstrataareexpectedtoincreasinglysegmenttheirpurchasesandseekmorespecificproducts
towashtheirclothesmorecarefullyathome.Asaresultofthistrendproductssuchaspretreatersand
finefabricdetergentsareexpectedtocontinuetogainrelevanceovertheforecastperiod.
Unitpriceswithinlaundrycareareexpectedtocontinuerisingovertheforecastperiod,especiallydue
totheincreaseinproductioncosts,expectedinflationandthepossiblegrowthinrelevanceofmore
specificaddedvalueproductswithincertaincategories,suchasfinefabricdetergentsandspotand
stainremovers.
CATEGORYINDICATORS
Table1HouseholdPossessionofWashingMachines20102015
%possessionofwashingmachine
2010
2011
2012
2013
2014
2015
WashingMachine
47.7
51.0
55.1
57.5
59.8
61.4
Source:EuromonitorInternationalfromofficialstatistics,tradeassociations,tradeinterviews
CATEGORYDATA
Table2SalesofLaundryCarebyCategory:Value20102015
BRLmillion
2010
2011
2012
2013
2014
2015
CarpetCleaners
5.3
5.5
5.9
6.2
6.7
7.2
FabricSofteners
1,382.6
1,449.1
1,567.7
1,783.9
1,910.1
2,030.5
230.6
255.3
283.1
309.5
347.0
371.1
LaundryDetergents
5,669.2
5,874.2
6,130.4
6,489.0
7,180.0
7,559.6
LaundryCare
7,287.7
7,584.1
7,987.1
8,588.6
9,443.8
9,968.5
LaundryAids
Source:EuromonitorInternationalfromofficialstatistics,tradeassociations,tradepress,companyresearch,storechecks,tradeinterviews,tradesources
Table3SalesofLaundryCarebyCategory:%ValueGrowth20102015
%currentvaluegrowth
2014/15
201015CAGR
2010/15Total
CarpetCleaners
7.6
6.7
38.1
FabricSofteners
6.3
8.0
46.9
LaundryAids
6.9
10.0
60.9
LaundryDetergents
5.3
5.9
33.3
LaundryCare
5.6
6.5
36.8
Table4SalesofLaundryAidsbyCategory:Value20102015
BRLmillion
2010
2011
2012
2013
2014
2015
ColourSafeLaundryBleach
CurtainCare
3.5
3.7
3.9
4.1
4.5
4.7
FabricFresheners
HomeDryCleaning
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SpotandStainRemovers
173.2 193.7 218.1 241.6 273.3 293.4
InWashSpotandStainRemovers
120.4 129.7 139.3 148.7 160.9 170.6
PreWashSpotandStainRemovers
52.8
64.1
78.8
92.8 112.4 122.8
PreTreaters
52.8
64.1
78.8
92.8 112.4 122.8
38.7
41.5
43.7
45.5
49.6
52.3
15.2
16.4
17.4
18.3
19.6
20.6
OtherPreWashSpotandStainRemovers(InclSoaps
andSoakers)
Starch/IroningAids
WaterSofteners
OtherLaundryBoosters
LaundryAids
230.6 255.3 283.1 309.5 347.0 371.1
Table5SalesofLaundryAidsbyCategory:%ValueGrowth20102015
2014/15
201015
CAGR
2010/15
Total
ColourSafeLaundryBleach
CurtainCare
5.3
6.5
36.7
SpotandStainRemovers
7.4
11.1
69.4
InWashSpotandStainRemovers
6.1
7.2
41.7
PreWashSpotandStainRemovers
9.3
18.4
132.5
PreTreaters
9.3
18.4
132.5
5.3
6.2
35.0
%currentvaluegrowth
FabricFresheners
HomeDryCleaning
OtherPreWashSpotandStainRemovers(InclSoapsand
Soakers)
Starch/IroningAids
WaterSofteners
OtherLaundryBoosters
5.0
6.2
35.2
LaundryAids
6.9
10.0
60.9
Table6SalesofLaundryDetergentsbyCategory:Value20102015
BRLmillion
2010
2011
2012
2013
2014
2015
AutomaticDetergents
3,871.5
4,168.7
4,480.7
4,874.2
5,521.2
5,871.9
PowderDetergents
3,713.8
3,852.6
3,905.8
3,963.8
4,248.3
4,442.9
StandardPowderDetergents
3,690.6
3,831.7
3,885.6
3,944.6
4,229.4
4,424.7
23.2
20.9
20.2
19.3
18.9
18.3
DetergentTablets
20.0
27.3
33.1
CompactPowderTabletDetergents
LiquidTabletDetergents
20.0
27.3
33.1
LiquidDetergents
157.7
316.1
575.0
890.3
1,245.6
1,395.8
StandardLiquidDetergents
139.7
258.6
416.7
553.9
637.6
714.7
18.1
57.4
158.2
336.5
608.0
681.1
StandardDetergents
3,830.3
4,090.4
4,302.3
4,498.4
4,867.0
5,139.4
3,690.6
3,831.7
3,885.6
3,944.6
4,229.4
4,424.7
139.7
258.6
416.7
553.9
637.6
714.7
ConcentratedDetergents
41.2
78.3
178.4
375.7
654.2
732.4
ConcentratedPowderDetergents
23.2
20.9
20.2
19.3
18.9
18.3
ConcentratedLiquidDetergents
18.1
57.4
158.2
336.5
608.0
681.1
20.0
27.3
33.1
OtherDetergents
1,797.7
1,705.5
1,649.7
1,614.8
1,658.8
1,687.8
BarDetergents
1,594.4
1,490.7
1,423.5
1,380.8
1,410.2
1,426.8
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HandWashDetergents
93.9
99.4
105.0
106.4
110.6
112.9
FineFabricDetergents
109.4
115.3
121.2
127.7
138.1
148.0
5,669.2
5,874.2
6,130.4
6,489.0
7,180.0
7,559.6
LaundryDetergents
Table7SalesofLaundryDetergentsbyCategory:%ValueGrowth20102015
%currentvaluegrowth
2014/15
201015CAGR
2010/15Total
AutomaticDetergents
6.4
8.7
51.7
PowderDetergents
4.6
3.7
19.6
4.6
3.7
19.9
3.2
4.7
21.2
DetergentTablets
21.1
21.1
LiquidDetergents
12.1
54.7
784.9
12.1
38.6
411.7
12.0
106.7
3,673.3
StandardDetergents
5.6
6.1
34.2
4.6
3.7
19.9
12.1
38.6
411.7
ConcentratedDetergents
12.0
77.8
1,676.9
3.2
4.7
21.2
12.0
106.7
3,673.3
21.1
OtherDetergents
1.7
1.3
6.1
BarDetergents
1.2
2.2
10.5
HandWashDetergents
2.1
3.8
20.3
FineFabricDetergents
7.2
6.2
35.3
LaundryDetergents
5.3
5.9
33.3
Table8SalesofInwashSpotandStainRemoversbyType:%ValueBreakdown20102015
%retailvaluersp
2010
2011
2012
2013
2014
2015
Liquid
42.0
44.0
44.1
44.4
45.1
45.3
Powder
58.0
56.0
55.9
55.6
54.9
54.7
100.0
100.0
100.0
100.0
100.0
100.0
Total
Table9NBOCompanySharesofLaundryCare:%Value20112015
%retailvaluersp
2011
2012
2013
2014
2015
UnileverBrasilLtda
42.0
41.1
41.0
43.1
43.1
QumicaAmparoLtda
13.7
13.2
12.8
12.9
12.9
Procter&GambledoBrasilSA
8.4
10.9
12.4
11.4
11.8
GtexBrasilLtda
2.1
4.6
4.3
4.1
3.9
FloraProdutosdeHigieneeLimpezaLtda
4.0
3.9
3.7
3.7
3.6
ReckittBenckiser(Brasil)Ltda
3.1
3.2
3.2
3.3
3.3
BombrilSA
4.1
4.4
4.5
3.1
3.0
RazzoLtda
1.0
0.9
0.8
0.7
0.6
CerasJohnsonLtda
0.3
0.3
0.3
0.3
0.3
K&MIndstriaQumicaLtda
0.3
0.3
0.3
0.3
0.3
ColgatePalmoliveIndstriaeComrcioLtda
0.3
0.3
0.3
0.3
0.3
AmwaydoBrasilLtda
0.3
0.3
0.2
0.2
0.2
ScarlatIndstriaLtda
2.0
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RosatexProdutosQumicosLtda
UnioFabrilExportadoraSA
AssolanIndustrialLtda
HypermarcasSA
4.0
3.8
3.5
4.4
4.6
PrivateLabel
Others
Total
14.7
12.8
12.7
12.2
12.0
100.0
100.0
100.0
100.0
100.0
Table10LBNBrandSharesofLaundryCare:%Value20122015
%retailvaluersp
Company(NBO)
2012
2013
2014
2015
Omo(UnileverGroup)
UnileverBrasilLtda
24.5
24.3
26.6
26.9
Yp
QumicaAmparoLtda
13.2
12.8
12.9
12.9
Ariel(Procter&GambleCo,The)
5.9
7.6
5.5
5.7
Brilhante(UnileverGroup)
UnileverBrasilLtda
5.2
4.8
5.1
5.0
Comfort(UnileverGroup)
UnileverBrasilLtda
4.1
4.5
4.4
4.5
Ace(Procter&GambleCo,The)
4.1
3.8
4.2
4.2
Surf(UnileverGroup)
UnileverBrasilLtda
4.6
4.5
4.4
4.2
MonBijou
BombrilSA
2.3
2.7
2.7
2.6
Vanish(ReckittBenckiserGroup
2.5
2.5
2.6
2.6
FloraProdutosdeHigienee
2.8
2.7
2.6
2.6
Plc(RB))
Minuano(JBSFriboi)
LimpezaLtda
BabySoft
GtexBrasilLtda
2.7
2.7
2.5
2.4
Fofo(UnileverGroup)
UnileverBrasilLtda
1.4
1.6
1.5
1.5
Downy(Procter&GambleCo,
The)
0.8
1.1
1.4
1.5
Ala(UnileverGroup)
UnileverBrasilLtda
1.2
1.1
1.0
1.0
Assim(JBSFriboi)
0.8
0.7
0.7
0.7
LimpezaLtda
Razzo
RazzoLtda
0.9
0.8
0.7
0.6
UFE
GtexBrasilLtda
0.6
0.5
0.5
0.5
Rio
GtexBrasilLtda
0.6
0.5
0.5
0.4
Woolite(ReckittBenckiserGroup
0.4
0.4
0.4
0.4
0.3
0.4
Plc(RB))
Tide(Procter&GambleCo,The)
Ruth
GtexBrasilLtda
0.5
0.4
0.4
0.4
Sim(JBSFriboi)
LimpezaLtda
0.3
0.3
0.4
0.3
Ola(ColgatePalmoliveCo)
ColgatePalmoliveIndstriae
ComrcioLtda
0.3
0.3
0.3
0.3
Coquel
0.3
0.3
0.3
0.3
Roma(SCJohnson&SonInc)
CerasJohnsonLtda
0.3
0.3
0.3
0.3
Tanto
BombrilSA
1.4
1.3
0.3
0.2
Anil(ReckittBenckiserGroupPlc
(RB))
0.2
0.2
0.2
0.2
Amway(AmwayCorp)
AmwaydoBrasilLtda
0.3
0.2
0.2
0.2
Ecobril
BombrilSA
0.0
0.1
0.2
0.2
Urca
GtexBrasilLtda
0.2
0.2
0.2
0.2
Pronto
BombrilSA
0.7
0.5
Privatelabel
PrivateLabel
3.8
3.5
4.4
4.6
Others
Others
13.0
12.9
12.4
12.2
Total
Total
100.0 100.0 100.0 100.0

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Table11NBOCompanySharesofLaundryAids:%Value20112015
%retailvaluersp
2011
2012
2013
2014
2015
83.4
82.6
82.3
81.8
81.3
UnileverBrasilLtda
4.1
3.9
3.7
3.5
3.5
OrvalIndustrialLtda
1.8
2.0
2.2
2.3
2.1
BombrilSA
0.7
0.9
1.0
1.7
1.8
CerasJohnsonLtda
1.3
1.1
1.0
1.0
1.0
AmwaydoBrasilLtda
0.1
0.1
0.0
0.0
0.0
PrivateLabel
1.4
1.8
2.0
2.3
2.3
Others
Total
7.2
7.6
7.8
7.3
8.0
100.0
100.0
100.0
100.0
100.0
Table12LBNBrandSharesofLaundryAids:%Value20122015
%retailvaluersp
Company(NBO)
Vanish(ReckittBenckiserGroupPlc(RB)) ReckittBenckiser(Brasil)
Ltda
2012
2013
2014
2015
67.9
68.3
68.5
68.3
Anil(ReckittBenckiserGroupPlc(RB))
ReckittBenckiser(Brasil)
Ltda
5.8
5.6
5.3
5.2
Woolite(ReckittBenckiserGroupPlc
(RB))
Ltda
5.0
4.7
4.5
4.4
Comfort(UnileverGroup)
UnileverBrasilLtda
3.9
3.7
3.5
3.5
Fabulon(ReckittBenckiserGroupPlc
3.6
3.5
3.3
3.2
(RB))
Ltda
Semorin
OrvalIndustrialLtda
2.0
2.2
2.3
2.1
MonBijou
BombrilSA
0.9
1.0
1.7
1.8
Shout(SCJohnson&SonInc)
CerasJohnsonLtda
1.1
1.0
1.0
1.0
GomaPox(ReckittBenckiserGroupPlc
0.2
0.2
0.2
0.2
(RB))
Ltda
Amway(AmwayCorp)
AmwaydoBrasilLtda
0.1
0.0
0.0
0.0
Privatelabel
PrivateLabel
1.8
2.0
2.3
2.3
Others
Others
7.6
7.8
7.3
8.0
Total
Total
100.0 100.0 100.0 100.0
Table13NBOCompanySharesofLaundryDetergents:%Value20112015
%retailvaluersp
2011
2012
2013
2014
2015
UnileverBrasilLtda
47.8
46.3
46.1
48.9
49.0
10.8
13.1
15.0
13.1
13.6
QumicaAmparoLtda
13.0
12.4
11.8
12.0
11.9
FloraProdutosdeHigieneeLimpezaLtda
4.1
3.9
3.5
3.6
3.5
GtexBrasilLtda
2.7
2.6
2.4
2.3
2.1
RazzoLtda
1.2
1.1
1.0
0.9
0.8
BombrilSA
2.7
2.8
2.5
0.6
0.5
0.4
0.4
0.4
0.4
0.4
ColgatePalmoliveIndstriaeComrcioLtda
0.3
0.4
0.4
0.3
0.4
CerasJohnsonLtda
0.4
0.4
0.4
0.4
0.3
0.3
0.3
0.3
0.3
0.3
AmwaydoBrasilLtda
0.4
0.3
0.3
0.3
0.2
RosatexProdutosQumicosLtda
UnioFabrilExportadoraSA
7/9
15/05/2016
HypermarcasSA
PrivateLabel
Others
Total
3.5
3.3
2.9
4.1
4.3
12.4
12.7
13.1
12.8
12.7
100.0
100.0
100.0
100.0
100.0
Table14LBNBrandSharesofLaundryDetergents:%Value20122015
%retailvaluersp
Company(NBO)
2012
2013
2014
2015
Omo(UnileverGroup)
UnileverBrasilLtda
31.9
32.2
35.0
35.5
Yp
QumicaAmparoLtda
12.4
11.8
12.0
11.9
Ariel(Procter&GambleCo,The)
7.7
10.0
7.2
7.6
Brilhante(UnileverGroup)
UnileverBrasilLtda
6.8
6.4
6.7
6.6
Ace(Procter&GambleCo,The)
5.4
5.0
5.5
5.5
Surf(UnileverGroup)
UnileverBrasilLtda
6.1
6.0
5.9
5.5
Minuano(JBSFriboi)
LimpezaLtda
2.4
2.2
2.1
2.1
Ala(UnileverGroup)
UnileverBrasilLtda
1.5
1.5
1.4
1.3
Assim(JBSFriboi)
LimpezaLtda
1.0
0.9
0.9
0.9
Razzo
RazzoLtda
1.1
1.0
0.9
0.8
UFE
GtexBrasilLtda
0.8
0.7
0.7
0.6
Rio
GtexBrasilLtda
0.8
0.7
0.6
0.6
Tide(Procter&GambleCo,The)
0.4
0.5
Ruth
GtexBrasilLtda
0.7
0.6
0.5
0.5
Sim(JBSFriboi)
LimpezaLtda
0.4
0.4
0.5
0.5
Ola(ColgatePalmoliveCo)
ColgatePalmoliveIndstriae
ComrcioLtda
0.4
0.4
0.3
0.4
Coquel
0.3
0.3
0.3
0.3
Roma(SCJohnson&SonInc)
CerasJohnsonLtda
0.4
0.4
0.4
0.3
Woolite(ReckittBenckiserGroup
0.3
0.3
0.3
0.3
Tanto
BombrilSA
1.8
1.7
0.3
0.3
Amway(AmwayCorp)
AmwaydoBrasilLtda
0.3
0.3
0.3
0.2
Ecobril
BombrilSA
0.0
0.1
0.2
0.2
Urca
GtexBrasilLtda
0.2
0.2
0.2
0.2
BabySoft
GtexBrasilLtda
0.1
0.2
0.2
0.2
Pronto
BombrilSA
1.0
0.6
Assim
Assim
HypermarcasSA
Assolan
HypermarcasSA
Bold(Procter&GambleCo,The)
Minerva(UnileverGroup)
UnileverBrasilLtda
Privatelabel
PrivateLabel
3.3
2.9
4.1
4.3
Others
Others
12.8
13.1
12.9
12.7
Total
Total
Plc(RB))
100.0 100.0 100.0 100.0
Table15ForecastSalesofLaundryCarebyCategory:Value20152020
BRLmillion
2015
2016
2017
2018
2019
2020
CarpetCleaners
7.2
7.3
7.3
7.3
7.4
7.4
FabricSofteners
2,030.5
2,096.1
2,178.7
2,279.5
2,393.8
2,523.2
371.1
383.2
396.1
409.6
423.8
438.8
LaundryAids
8/9
15/05/2016
LaundryDetergents
7,559.6
7,605.3
7,643.9
7,697.3
7,753.5
7,822.9
LaundryCare
9,968.5
10,091.8
10,226.0
10,393.7
10,578.6
10,792.4
Source:EuromonitorInternationalfromtradeassociations,tradepress,companyresearch,tradeinterviews,tradesources
Table16ForecastSalesofLaundryCarebyCategory:%ValueGrowth20152020
%constantvaluegrowth
2015/2016
201520CAGR
2015/20TOTAL
CarpetCleaners
0.4
0.5
2.7
FabricSofteners
3.2
4.4
24.3
LaundryAids
3.3
3.4
18.3
LaundryDetergents
0.6
0.7
3.5
LaundryCare
1.2
1.6
8.3
Source:EuromonitorInternationalfromtradeassociations,tradepress,companyresearch,tradeinterviews,tradesources
EuromonitorInternational2016
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15/05/2016

173.2 193.7 218.1 241.6 273.3 293.4

120.4 129.7 139.3 148.7 160.9 170.6

92.8 112.4 122.8

92.8 112.4 122.8

230.6 255.3 283.1 309.5 347.0 371.1

100.0 100.0 100.0 100.0

100.0 100.0 100.0 100.0

100.0 100.0 100.0 100.0

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