2024 Household Care Trends Latam

5 APRIL 2024 | REPORT
2024 HOUSEHOLD CARE TRENDS

LATAM
Consumer curiosity is growing and will put more focus on knowledge, learning Amanda Caridad, Senior
and understanding. Brands and products can adapt to a new information age to Analyst Beauty and
Personal Care - Latam
succeed.
Prepared for sabrina.souza@effragrance.com.br

1 © 2024 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
https://clients.mintel.com/content/report/2024-household-care-trends-latam
Table of Contents
KNOWLEDGE IS HOMECARE POWER ............................................................................................... 4
Now ................................................................................................................................................... 6
Graph 1: household purchase behaviours (%), 2022........................................................................ 8
Next ................................................................................................................................................. 11
Graph 2: "I worry about AI's potential to create false news" (%), 2023 ........................................... 12
Future .............................................................................................................................................. 19
Graph 3: indicators of cleanliness (%), 2022 .................................................................................. 20
Key takeaways ................................................................................................................................ 22
CLIMATE ADAPTATION ...................................................................................................................... 23
Now ................................................................................................................................................. 24
Graph 4: behaviors adopted to save money (%), 2023................................................................... 28
Next ................................................................................................................................................. 29
Graph 5: skin conditions (%), 2023 ................................................................................................. 36
Graph 6: launches of household care products carrying allergy and skin-related claims, 2018-24 37
Future .............................................................................................................................................. 39
Graph 7: current ownership and interest in air conditioning (%), 2023 ........................................... 41
Key takeaways ................................................................................................................................ 42

Introduction to our 2024 Household Care

Trends
Mintel's 2024 Household Care Trends were created using the
collective brainpower and expertise of our global team of analysts.
After a long process, we identified two issues that will influence every
aspect of household care over the coming years.
Our Trends follow a now, next, future structure, which explains and
highlights what we expect to unfold over the next five-plus years. At each
stage, there will be new opportunities to explore and challenges to
navigate.
Our 2024 Household Care Trends
Knowledge is Homecare Power
Climate Adaptation

KNOWLEDGE IS HOMECARE POWER
In a context in which consumers are increasingly willing to learn about products and
have new ways of finding information, transparency will be key to keep consumers'
loyalty.

TOO MUCH
Recent events have created an environment
INFORMATION in which to adapt
43% Mintel's 2021 Household Care Trend Humanity Begins at Home
of Brazilians often feel highlights that the pandemic created a situation in which people were
overwhelmed by forced to learn quickly – for example, how best to behave to prevent
information the spread of infection or which type of products were best suited to
eliminate health threats.
Recent events, including the pandemic, geopolitical tensions, economic

instability and the growing effects of climate change, have forced people
to learn quickly and always stay tuned.
As illustrated by Mintel's 2024 Trend Positive Perspective, uncertainty is

nothing new, but brands and people can work together to deal with
it in new ways.
Base: Brazil: 1,500 internet users aged 16+

Source: Kantar Profiles/Mintel, November 2022
Consumers are willing to learn more about household care

Consumers are becoming more curious about everything – including the products they are looking to use
on a daily basis.
FRIENDS/FAMILY SOCIAL MEDIA
33% 42%
of Colombian, Mexican of Brazilians who have

and Peruvian* adults talk any responsibility for
about homecare household care chores
products with friends/ enjoy watching online
family videos of cleaning hacks/
tips
* taken from Mintel's Global Consumer

Base: Colombia, Mexico, Peru: 1,000 internet users aged 18+ in each market; Brazil: 717 internet
users aged 16+ who have any responsibility for household care chores
Source: Offerwise/Mintel, August 2022; Kantar Profiles/Mintel, May 2023

Now
Confusion reigns supreme, but a willingness to learn prevails

Many consumers lack knowledge about homecare. However, consumers are becoming more curious
about everything – including the products they are looking to use on a daily basis.
KEEPING UP TO DATE FREE-FROM CONCERNS OVER

INGREDIENTS
81% 41%
26%
of Colombians* like to of Chileans* mentioned
keep well informed about being free of harsh/toxic of Brazilians responsible
the latest news/ chemicals/ingredients as for household care
happenings in the world an important purchase chores are concerned
influencer in household that overusing
products disinfectants could harm
their health

Base: Colombia, Chile: 1,000 internet users aged 18+ in each market; Brazil: 717 internet users aged
16+ who have any responsibility for household care chores
Source: Kantar Profiles/Mintel, September 2023, May 2023

More tools are emerging to help people track things

The learning experience is being elevated by a plethora of tools that make it easier to capture data and
information and turn it into something more meaningful.
Consumer websites to guide
The Think Dirty app is the easiest way to learn about ingredients in
beauty, personal care and household products.
Environmental footprint tracking
UN Carbon Offset is a climate action that enables individuals and

organizations to compensate for the emissions they cannot avoid by
supporting worthy projects that reduce emissions somewhere else.
Social media
Unilever and TikTok announced the #CleanTok partnership to tap into

the huge and fast-growing audience of people who are captivated by
cleaning.

Consumers' knowledge is limited and can cause confusion

Consumers' opinions and attitudes might be influenced by their surroundings. Brands will be challenged to offer
clear, noise-proof information.
With regard to naturalness, there is still the need to remove unfounded stigma toward components that are
safe to human health.
LATAM: household purchase behaviours (%), 2022
Argentina Brazil Chile Colombia Mexico Peru
43
39
I think brands should always try to make 45
100% natural household care products 51
55
51
31
31
I find it hard to define what makes a 33
natural household care product 36
35
35
25
32
I believe natural household care products 28
are safer than regular products 33
39
36
0 10 20 30 40 50 60
% of consumers
Base: Argentina, Chile, Colombia, Mexico and Peru: 1,000 internet users aged 18+ in each market; Brazil:
1,000 internet users aged 16+
Source: Offerwise/Mintel; Kantar Profiles/Mintel, August 2022

INGREDIENTS Ingredient transparency is a growing trend

RESEARCH As predicted by Mintel's 2022 Trend In Control, after the COVID-19
55% pandemic, consumers have craved a sense of agency over their lives. In
this context, consumers will want brands to be more forward looking,
of Peruvians* agree helping them to anticipate unwanted outcomes.
that it's important to
research ingredients in Brands are responding to consumer interest, but in limited ways.
household products to Ingredient lists are largely inconsistent across different products, while
make sure they're safe there are only few cases of where both ingredients and their function are
provided.
Household brands can be inspired by other market segments to increase

transparency, which can lead to a sense of trust and good reputation
among consumers.

Base: Peru: 1,000 internet users aged 18+
Source: Offerwise/Mintel, March 2022

Efforts to increase understanding are present but limited in

scope
Product packaging is a valid way of communicating with consumers. Brands can add information concisely
and make use of QR codes to improve transparency.
QR code for further instructions
Clorox Ropa Quitamanchas Blancos Brillantes provides detailed

instructions for correct use and an additional QR code that connects
consumers to the brand's website that has more information around
stain removal (Mexico).
Disclosed ingredients list
Vanish Oxi Action Potenciador de Lavado en Polvo offers

unprecedented transparency around ingredients and their benefits or
expected results (eg sodium carbonate boosts deep cleansing without
damaging fibers) (Colombia).
Science-backed claims
The Respect Co. Limpiador para Cocina Desinfectante adds a scientific

methodology to specific product claims such as biodegradable (in
accordance with OECD 301D) and non-toxicity (in accordance with
NOM-165-SEMARNAT-2013) (Mexico).

Next
The impact of AI development on LATAM consumers

The rate of the development of generative AI will influence how people approach ways of learning and
increasing their knowledge.
KNOW A LOT ABOUT MAKES LIFE EASIER EASIER TO SHOP

AI ONLINE
71%
31% 69%
of Peruvians* agree that
of Mexicans* have heard AI will make daily chores of Brazilians* agree that
of artificial intelligence easier (eg time-saving AI makes it easier to
before and know a lot tips for cooking, shop for products online
about it – the highest cleaning) (eg chatbots on shopping
percentage of the websites)
LATAM markets

Base: Mexico: 983 internet users aged 18+ who have heard of artificial intelligence; Peru: 980
internet users aged 18+ who have heard of artificial intelligence; Brazil: 969 internet users aged 16+
who have heard of artificial intelligence
Source: Kantar Profiles/Mintel, September 2023
Tech development will put information at

the center of everything
Artificial intelligence will influence how people approach ways of
learning and increasing their knowledge.
Technology development will inevitably create an even more

conscious, curious and engaged consumer base.
ChatClimate aims to make

climate issues accessible

Brands will be required to provide much-needed guidance

Many consumers will need some kind of input as to what is true and what isn't – making room for brands to
be the ultimate trusted partners and help them navigate conflicting information.
Trusted brands will still have an advantage when it comes to messaging and playing the role of consumer
ally, but smaller brands are likely to be more agile and can potentially adapt to new learning methods more
quickly.
LATAM: "I worry about AI's potential to create false news" (%), 2023
37
40
Strongly agree 35
34
32
30
32
33
Somewhat agree 31
34
36
37
20
19
Neither agree nor disagree 22
23
24
22
8
4
Somewhat disagree 7
5
7
9
3
3
Strongly disagree 5
3
2
3
0 5 10 15 20 25 30 35 40 45
% of consumers
Base: Argentina: 968 internet users aged 18+ who have heard of artificial intelligence; Brazil: 969 internet
users aged 16+ who have heard of artificial intelligence; Chile: 988 internet users aged 18+ who have
heard of artificial intelligence; Colombia: 981 internet users aged 18+ who have heard of artificial
intelligence; Mexico: 983 internet users aged 18+ who have heard of artificial intelligence; Peru: 980
internet users aged 18+ who have heard of artificial intelligence

New legislation to stamp out greenwashing will emerge

New legislation to make product claims clearer and more consistent are set to emerge, aiding consumer
knowledge about product suitability.
Europe
The proposed EU Green Claims directive has been proposed to ensure

that environmental labels and claims are credible and trustworthy; this
will allow consumers to make better informed purchasing decisions.
APAC
South Korea has become the first country in APAC to put in place fines
for greenwashing.
The Financial Services Agency in Japan is investigating cases of
greenwashing and has vowed to take "regulatory action against
malicious cases."
The Americas
There are few regulations in the US with regards to greenwashing,

which means different states have different definitions.
This creates more confusion among consumers – greater consistency
will benefit consumers and brands alike.

LABEL Simple pieces of information are still critical

INSTRUCTIONS The search for greater knowledge and information does not necessarily
41% have to translate into complex ideas – it can also come in the form of
providing clarity on simpler claims and product purpose and immediately
of Brazilians who are helping consumers to spot products that cater to exactly what they want.
responsible for laundry
at home follow fabric Although many consumers will take time to find out about new products
care product label and ingredients, plenty of others will remain relatively unengaged
instructions with the nuances of the category. For these consumers, clarity and
simplicity will be particularly key, at a time when people have shorter-
than-ever attention spans and are expecting information to be concise
and to the point.
On-pack information will be just as critical in the digital information

age, but be prepared for more scrutiny and follow-up research on what
that information says.
Base: Brazil: 1,458 internet users aged 16+ who are responsible for laundry at home
Source: Kantar Profiles/Mintel, June 2020
SMART CLEANING Smart appliances can become consumer

71% allies
of Brazilians would be Household chores take a significant portion of consumers' time, and the
interested in smart evolution of technology plays an important role in the increase of
cleaning devices (eg convenience. The advancement of technology will extend to the types of
vacuum robot, appliances people use to carry out household care chores.
Roomba) This speaks to a future in which smart appliances can prove to be
more useful allies to users. Appliances that are linked to huge
ingredient databases can help make recommendations on the right
type of products and cycles that best fit consumer end goals.


Smart home appliances are connected to consumers' demand

for more convenience
In 2023, LG unveiled ThinQ
UP 2.0, an innovation for
ultra-convenient and ultra-
connected home appliances,
including the washing and
drying machines that enable
optimized cycles that match
customers' preferences.
In Brazil, Samsung
announced the arrival of LG's ThinQ UP appliances Samsung Bespoke Jet AI
Bespoke Jet AI, a vertical
vacuum cleaner powered by
AI for improved and
convenient cleaning.

More interest will elevate experimentation

Brands can uncover the potential of notable skincare ingredients that meet numerous needs and interests
across different categories.
Aloe vera for skin-supporting qualities
Dr. Barbara Sturm Laundry Detergent contains purslane, Aloe vera and
panthenol to clean and nourish fabrics and protect sensitive skin. The
inclusion of Aloe vera in global skincare launches increased 8% from
2018 to 2023 (UK).
Cold-processed orange oil for cleansing
Orange House 5-in-1 Laundry Detergent uses cold-pressed orange oil,

linked to cleaning efficacy and skin-friendliness. Orange oil has been in
17% of global skincare products launched in the past five years (US).
Chamomile oil for gentle yet efficient degreasing
Cloversoft All Purpose 3-in-1 Dishwashing Liquid offers a plant-based

formula enriched with Roman chamomile oil that effortlessly removes
grease, is food-grade safe and is gentle on skin (Singapore).

Homecare can lean on other categories to build understanding…

Household can rely on complex subjects that are also relevant in other categories – often they are ahead
of homecare in terms of consumer understanding.
KNOWLEDGE FROM KNOWLEDGE FROM KNOWLEDGE FROM

BEAUTY & PERSONAL FOOD & DRINK HEALTHCARE
CARE
53% 52%
41%
of Chileans* would be of Mexicans* would
of Brazilians who have interested in and willing ideally like their diet to
purchased scented to pay more for food and support digestive/gut
candles use different drink that supports health
scented products based immune health
on their mood

Base: Brazil: 1,383 internet users aged 16+ who use scented products; Chile, Mexico: 1,000 internet
users aged 18+ in each market
Fonte: Kantar Profiles/Mintel, November 2022, September 2023, September 2022

…but that also brings threats from other categories

Brands with greater experience and heritage in communicating about ingredients, product benefits and
complex claims have the opportunity to use this advantage in homecare.
Award-winning laundry detergent
DedCool x Ouai Melrose Place Dedtergent contains coco-glucoside in a

cruelty-, paraben-, phtalate- and sulfate-free formula made for delicate
clothes and gentle on sensitive skin (US).
Homecare fragrances
Natura unveiled Natura Bothânica, its new homecare brand with

therapeutic products that are connected to wellness rituals at home and
enriched with Latin American essential oils (Brazil).
Homecare fragrances
O Boticário presented Casa 214, a homecare line that invites

consumers to relax and unwind with scents that reflect their household
essence (Brazil).

Future
GREATER Expectations on brands will rise markedly

EXPECTATIONS ON Consumers with a better understanding of their own personal
PRODUCTS requirements will place higher expectations on the brands they want to
44% buy and use.
of Brazilians would like This has the potential to play out in different ways:
to see more efforts • an understanding of surfaces, clothing or dishware in the home will drive
from companies to people toward products that will best take care of them
lower their carbon
• an understanding of what triggers particular health concerns, like skin
footprints
conditions, will create more demand for products tailored toward
mitigating them
• an understanding of the environmental impact of production processes

will mean consumers actively avoid those that do not fit their own
values

Source: Kantar Profiles/Mintel, April 2023
A lack of transparency will be a clear hindrance

In the future, a set of engaged, knowledgeable
consumers will threaten companies that rest on
their laurels. All stakeholders involved in creating,
distributing and selling homecare products will
need to adapt to these expectations or suffer
negative consequences.
Information on products will increasingly be

seen as a right, rather than an optional extra or a
selling point. Instead, accessibility and the
clarity of information on offer will more likely be
differentiators.

Chores done correctly will boost product loyalty

Although consumers tend to believe they are capable of carrying out homecare chores, there are still
frustrations that occur, indicating a less than optimal use of products.
In the future, with a more knowledgeable set of consumers, results are likely to be better – alongside the natural
improvement that often occurs with advanced product development.
Products that provide better results have the potential to create a group of consumers who are less inclined to
see the need to switch brands. Ensuring that the specific nuances of brands' products or the region that
products are being used in, such as the hardness of water, can therefore promote greater loyalty.
Brazil: indicators of cleanliness (%), 2022
There's no visible grime 70
Rooms smell clean 68
There's no visible dust 61
Rooms look tidy 52
Surfaces are smudge-free/shiny 49
Hard-to-reach places are clean 44
Other, please specify 5
0 10 20 30 40 50 60 70 80
% of consumers
Base: Brazil: 1,437 internet users aged 16+ who have any responsibility for doing household chores
Source: Kantar Profiles/Mintel, February 2022

Brands can guide consumers to achieve the desired results

Consumer expectations will extend to wanting to prove that the decisions they have made are
successful, in case they need to readjust once more.
Miracle and fast cleansing
Cif highlights the versatility of its multiuse cleanser Cif Limpeza

Milagrosa that can be used on 100 different types of surfaces, including
shoes (Brazil).
Quick tutorials for efficient cleansing
Vanish offers tutorials for fabric care and efficient stain removal on
different types of fabrics on its social medias (Brazil).
Home cleanliness test kit
Scotch Brite and Phylagen partnered to launch the first consumer home
cleanliness test kit, Scotch Clean Scan, which allowed people to swab
their home and determine the cleanliness of it (US).

RELAXING CHORES Consumers will enjoy chores more

47% Mintel's 2023 Household Care Trend Homemade Joy underlines the
opportunities that exist by tapping into the pleasure that the homecare
of Brazilians who have industry can create. Driving further understanding and knowledge can
any responsibility for therefore also accelerate this Trend.
household chores
agree that cleaning the Those who enjoy cleaning tasks are more likely to clean for longer
home helps them relax and spend more on the category.
Similarly, more learned consumers will feel greater confidence that the
products they use that won't harm their health and that they will achieve
superior results. This can help take some of the stress out of chores and
make it a more positive experience to use specific brands.
Base: Brazil: 719 internet users aged 16+ who have any responsibility for doing household chores
Source: Kantar Profiles/Mintel, February 2022
Key takeaways
Key takeaways
Knowledge and understanding
Consumers are becoming more curious and are interested in learning more about the products they
buy and use.
The tools that allow consumers to make better decisions will expand in number and scope, putting
more information into public hands.
Clarity is crucial
Brands and products that adapt to the new information age will succeed – not only in the amount of
information but also clarity and quality.
Consumers will still need guidance, and trusted brands are best placed to provide this guidance.
A more engaged consumer base means opportunities

More knowledgeable consumers are more likely to enjoy homecare tasks, and thus spend more
time doing them.
They will also get better results and will be more likely to stick to the brands they have created an
affinity with.

CLIMATE ADAPTATION
The need to protect the planet will continue, but consumers are also facing the
challenge of dealing with the direct consequences of climate change.

Climate changes are continuously impacting

consumers' daily routines
Mintel's 2024 Trend New Green Reality announces that incorporating
sustainability into the day-to-day is not enough – we are entering a new
reality in which survival within a new climate context is the priority.
Awareness of and exposure to the impact of climate change is

increasing.
In addition to supporting brands that are actively pushing back against

the causes of climate change, consumers will look for new ways to adapt
to the tangible consequences of climate change, which include
warmer temperatures and more extreme weather conditions, providing
opportunity for brands to support people through evolving circumstances.
Looking further ahead, climate change will increase the rate of

migration, shifting the landscape of homecare – driving demand for
different brands, products and methods in different markets.
Now
Awareness of climate change is growing…

The subject of climate change is becoming more prominent – and is the single biggest environmental
concern for consumers globally.
WE STILL HAVE TIME GLOBAL WARMING HIGHER

EXPECTATIONS
64% 58%
81%
of Mexican adults believe of Brazilian adults
that if we act now, we still believe that recent of Colombian* adults
have time to save the adverse weather events expect brands to take the
planet are consequences of lead on addressing
global warming environmental issues

Base: Mexico, Colombia: 1,000 internet users aged 18+ in each market; Brazil: 1,500 internet users
aged 16+
Source: Offerwise/Mintel Consulting Sustainability Barometer, April 2023; Kantar Profiles/Mintel, April
2023, September 2023

FORCED MOVES …as the impact is becoming clearer

21.5 million Of course, environmentalism and the climate conversation are nothing
new. The first Earth Day took place in 1970, and charities like WWF have
is the annual average been around for even longer. Natural disasters are not a new occurrence
of people forcibly either, as people have been forcibly displaced by floods, earthquakes
displaced by weather- and droughts for many years.
related sudden onset
hazards between 2008 However, the urgency of conversations around the climate are
and 2016 changing, and catastrophic weather events are happening more
frequently. Even in areas that have typically been untouched by issues
like water shortages, consumers are increasingly seeing the visible
impact that climate change is having on them and the area they live.
As consumers see and experience the more tangible impact of climate

change, their reaction will likely play out in two different ways –
prevention and adaptation.
Source: UNHCR

Consumers facing extreme weather conditions

In 2023 alone, there were droughts, floods, unprecedented wildfires and record temperatures.
Water shortages
Parts of eastern Africa have have suffered five consecutive failed rainy
seasons, leading to the worst droughts in 40 years.
Winter droughts in France put the country on alert as early as February.
Wildfires
Wildfires in Canada burned an estimated 18 million hectares, far more

than any other year going back to 1983.
States of emergency due to wildfires were declared in Chile, while
international aid was provided to Greece to battle flames.
Temperatures increases
According to NOAA, the average global temperature for September was

2.59°F (1.44°C) above the 20th-century average of 59°F (15°C),
meaning the warmest September on record.

The push toward prevention will continue apace…

The importance of trying to
limit global temperature
increases means that brands
will continue to focus on
environmental claims
centered on the limitation of
further damage.
Already, ethical and

environmental claims on
Blueland Toilet Cleaning Ecos Dish Soap is a climate product launches far
Tablets are certified climate positive cleaning company outnumber other types of
neutral claims.
As a big driver of climate

change, carbon claims are
becoming increasingly
prevalent and are expected
to become more specific to
remove confusion.
…but consumers will increasingly look to

adapt to their conditions
The human race, as with all lifeforms, are defined by their ability to adapt
to emerging external conditions. Even over the past few years, people
have been forced to adapt, change and move on – first through a
pandemic, and then geopolitical instability and difficult financial
circumstances.
Mintel's 2024 Trend Positive Perspectives shows how brands have the
chance to present genuine products and services that fit into the current
reality and help consumers deal with uncertainty.
Adapting to climate change is, and will continue to be, a longer, slower
process than many immediate events in recent years. But adaptation is
still underway, and brands that are prepared for how the planet and
consumers are evolving will be well placed to succeed in the midst of
more potential chaos.

Many consumers have begun their adaptation to climate change,

even if they haven't yet realized it
As a result of economic difficulty, many consumers around the world have been forced into making changes
that also have a positive impact on the environment, such as buying less, using less or washing at lower
water temperatures.
Although done for economic reasons, these behaviours and habits mimic potential future scenarios in
which water supplies are limited and there are more disrupted supply chains due to weather conditions.
Brazil: behaviors adopted to save money (%), 2023
Did laundry less frequently 31
Ironed clothes less frequently 31
Washed clothes by hand more often 24
Used refillable household products 23
Used an eco wash machine setting more frequently 13
Washed dishes less frequently 10
None of these 9
Purchased household products in bigger sizes* 42
Switched to cheaper brands* 41
Switched to cheaper retailers* 36
0 5 10 15 20 25 30 35 40 45
% of consumers
Base: Brazil: 1,433 internet users aged 16+ who have any responsibility for household care chores; *
1,412 internet users aged 16+ who have any responsibility for household care chores and purchased
household care products in the past 12 months
Source: Kantar Profiles/Mintel, May 2023

Next
Water consumption will be under the

WATER SHORTAGE
59%
microscope
According to UNICEF, half of the world's population could be living in
of Mexican adults are
areas facing water scarcity by 2025. Inevitably, water is going to
concerned about water
become a much bigger issue for consumers to face over the coming
shortages
years. Already, water shortages are, on average, the second biggest
concern that people around the world have, after climate change.
Water scarcity in more places will lead to greater restrictions on water

usage from authorities and potentially higher prices as well – thus,
market forces will ensure that the use of water in people's own homes
will come under even greater scrutiny.
Consumers will need to deal with getting chores done with less water
freedom, putting product innovation that allows consumers to use less
water at the forefront. In addition, manufacturers reducing their own
water consumption and being more water responsible will save their
own costs and boost their reputation.
Base: Mexico: 1,000 internet users aged 18+

Source: Offerwise/Mintel Consulting Sustainability Barometer, April 2023

Responsible water use will drive innovation

The water conversation will push product innovation in different directions, but all will predominantly be
under the umbrella of more responsible usage.
Reduced water consumption
Coquel Lava-Roupas is an environmentally friendly solution for fabric

care: it contains a biodegradable surfactant and promises easy rinsing
for lower water consumption (Brazil).
Waterless cleaner
Blanco Decent Cleaning is a waterless multipurpose home cleaner

claimed to provide double cleaning care – it absorbs and neutralise
odours and grime and removes stubborn stains from all surfaces in the
home (South Korea).
Fast rinse
Max Lavavajilla Líquida offers high performance on hand dishwashing

in an easy-rinse and biodegradable formula. It leaves no residue and
contains Aloe vera, being gentle on skin (Peru).

Increasing temperatures will create new

habits and demands
Hotter weather will have implications for both consumers and their
homes. Factors like hydration will become more top of mind, even in
homecare, while energy-sapping conditions can encourage more
consumers toward functional scents that energise them.
Consumers will also be looking to deal with the physical consequences

of heat and the sun. Consumers will likely sweat more, creating more of
a need for laundry detergents capable of fully removing sweat stains
and locked-in bacteria, while clothing may also be at more risk of
discolouration through UV rays.
Damage to surfaces will not be limited to clothing – surfaces in homes

and cars may be more exposed to UV rays, creating additional
demand for protective products.

Protect against higher temperatures, heat and the sun
Breaks down biological stains
Dirty Labs Free & Clear Bio Enzyme Laundry Booster with Phytalase
claims to feature a groundbreaking enzyme that breaks down biological
stains like sweat, blood and body grime to prevent yellow sweat stains
and "permastank" (US).
UV protection for clothes
BSC Essence Daily Care Impression Scented Liquid Laundry Detergent

contains Polymer-A to protect against dirt redeposit and provides UV
protection (Thailand).
Protects surfaces from UV, temperature and ozone
Somkolch Leather Cleanser protects leather, wood, plastic and rubber

from harmful UV rays, high temperatures and ozone. It is said to
prevent panels, leather and tires from fading, cracking, wrinkling and
ageing (Nigeria).

Greater demand for refreshment and cooling sensations
Hard surfaces
By Bio Crystal Surface Cleaner combines the refreshing aroma and

powerful properties of rosemary essential oil as an antiseptic, fungicide
and antibacterial product (Mexico).
Aircare
PanVel Casa Verbena is a scented sachet that adds a feeling of

refreshment and wellbeing to the environment, thanks to its aroma that
combines the fresh touch of verbena with nuances of citrus fruits and
jasmine (Brazil).
Fabrics
Kobayashi Monster Cool Spray for Shirt contains approximately 6%

menthol, giving a strong cooling sensation. Designed to be applied all
over clothes, it also deodorises and kills bacteria (Japan).
Climate change will increase the need for

pest control
Warmer and wetter conditions, as well as droughts, can also shift the
typical areas and seasons in which pests like mosquitos thrive.
According to the WHO, over 4.2 million cases of dengue were reported in
2022, compared to just half a million in 2000. Across Latin America,
countries like Argentina, Brazil, Paraguay and Peru saw an explosion of
Brazil's Ministry of Health cases in the first two months of 2024, with some of them declaring an
alerts to increase of dengue emergency in much of the country.
cases
Even more harmless pests like houseflies are expected to live longer and
breed more rapidly under conditions brought about by climate change –
driving greater need for products to deal with in-home appearances.

Increase of dengue cases boosts demand for household

solutions
In the first quarter of 2024, an increase of dengue cases boosted the demand for topical insect repellents,
following health and sanitary recommendations.
Suitable for homes with babies
SBP Electric Liquid Insect Repellent is suitable for home environments

with babies over six months old, has a mild scent and repels Zika and
dengue mosquitoes (Brazil).
Long-lasting repellent
VM Oko Aerosol Insecticide kills flying and crawling insects, including

the dengue and chikungunya mosquitoes and has a prolonged action
(Mexico).
Effective against dengue mosquito larvae
Tay Active Chlorine Bleach has a three-in-one action – disinfectant,

bleach and bactericide – and it's effective against dengue mosquito
larvae (Brazil).

Climate change events can cause even more pollution

Air quality is under threat from industrialisation, flooding and wildfires. Anti-pollution is a relevant
claim, and household brands can take inspiration from the BPC segment.
Removing external pollution residue
TotalEnergies Wash Glass Cleaner is specially designed to clean and

degrease glass surfaces, eliminating traces of grease and carbon
pollution (France).
Air purification claims
Flora Casa Ecologica Organic Air Purifier Spray is claimed to purify and
refresh the air in environments polluted by smog and smoke. It's ideal
for any environment and neutralises bad odours (Italy).
Anti-pollution laundry
Sunlight Floral Bliss Perfumed After Wash is said to get rid of seven
stubborn odours including sweat smell, musty smell, smell of pollution,
smell of smoke, onion smell and body odour (Sri Lanka).

Prepare for an increased prevalence of skin conditions

Pollution and extreme temperatures are both considered to exacerbate skin conditions like eczema and
other types of dermatitis.
LATAM: skin conditions (%), 2023
33
33
Spots/acne 35
40
45
48
19
14
Allergic reaction (eg rash, hives) 21
20
18
21
15
10
Skin redness 18
19
24
23
10
4
Rosacea 10
6
7
9
10
7
Dermatitis/eczema 12
14
11
10
0 10 20 30 40 50 60
% of consumers

Base: Argentina, Chile, Colombia, Mexico, Peru: 1,000 internet users aged 18+ in each market; Brazil:
1,000 internet users aged 18+

Allergy and skin-related claims might resonate in the near future

This will put more emphasis on products with dermatology-tested, skin sensitivity and hypoallergenic
claims, which have seen minimal growth globally in recent years.
In particular, products used with the hands, like washing-up liquids, will have the opportunity to increase their
handcare proposition.
Global: launches of household care products carrying allergy and skin-related claims, 2018-24
Dermatologically tested For sensitive skin Hypoallergenic
70
6.3 6.2 6.3 6.2
6.0
60
5.5
50
% of launches
40
3.6 3.5
3.3
3.1
30 2.7 2.7 2.7
2.4 2.5
2.3 2.3 2.2
20
10
Feb 2018-Jan Feb 2019-Jan Feb 2020-Jan Feb 2021-Jan Feb 2022-Jan Feb 2023-Jan
2019 2020 2021 2022 2023 2024
Fonte: Mintel GNPD, February 2018-January 2024

Fabric care leads the way with skin-friendly solutions
Removes dust mites
Yuri-Matic Romantic Blue Scented Laundry Liquid Detergent is said to

remove dust mites, which contain enzymes that cause allergic reactions
and eczema, providing long-lasting freshness for up to 24 hours
(Indonesia).
Gentle on skin
Tide Coldwater Clean Free & Gentle Detergent is a three-in-one

detergent, stain remover and color protector. It's dermatologist
recommended and certified by the National Eczema Association and
National Psoriasis Foundation (US).
Bio-based laundry detergent
Dirty Labs Free & Clear Bio Laundry Detergent is bio-based, non-toxic
and biodegradable, being a good alternative for sensitive skin, clothes
and the planet. It is certified by the National Eczema Association and
EWG Verified (US).

Future
Climate adaptation will change migration

MASS MIGRATION
1.2 billion
patterns
Many consumers impacted by extreme weather events or natural
people could be
disasters are displaced on a temporary basis until rains return, floods
displaced globally by
clear or wildfires are brought under control.
2050
However, as the frequency of such events are expected to increase,
more people will look to permanently move to new areas where they
can foresee a more stable and positive future for themselves and their
families.
There are many reasons for migration, but increasingly climate-related

ones – like floods, droughts and food and water insecurity – will drive
people into new regions. People will predominantly move further north
to escape ecological difficulties combined with political instability.
Source: The Institute for Economics & Peace
Help communities suffering from climate change

Mintel's 2021 Household Trend Humanity Begins
at Home outlines that higher consumer
engagement with homecare amid COVID-19
created the opportunity for brands to become
drivers of social change.
Humanitarian causes will increase in the wake of

more ecological threats to parts of the world. All
manner of consumers, both those currently living
in these affected areas and those moving from
these areas, will eventually be affected.
Unilever supported victims of flooding on the north
coast of Sao Paulo, Brazil

Local knows best

Environmental concerns are
likely to shape a future more
defined by local production –
to try to shorten supply chains
and therefore emissions.
However, shifting conditions in

specific regions can also
provide the opportunity for
local brands to stand out
based on their local AWA soap "cleans" river Pinho Sol is a traditional
knowledge and therefore the water while celebrating local multipurpose disinfectant in
expertise they have to culture in Peru Brazil
effectively work in certain
conditions.

Fundamental changes to the home due to climate change

Many parts of the world already rely heavily on air conditioning.
In parts of the world where air conditioning is less prevalent, there is even greater potential for take up of air
conditioning.
This will impact the use of aircare products but also drive the use of maintenance products.
LATAM: current ownership and interest in air conditioning (%), 2023
Do not have but interested in purchasing in the future Currently have

Do not have and not interested in purchasing in the future
54
Brazil 25
21
38
Mexico 32
30
0 5 10 15 20 25 30 35 40 45 50 55 60
% of consumers
Base: Brazil: 1,000 internet users aged 16+; Mexico: 1,000 internet users aged 18+
Source: Kantar Profiles/Mintel Consulting Sustainability Barometer; Offerwise/Mintel Consulting
Sustainability Barometer, April 2023

WATER WASTE
The circularity of water will boost greywater
62%
claims
of Brazilians have Water scarcity will put greater focus on making water go as far as is
actively reduced water possible, including the recycling of water.
waste, including Greywater claims are relatively rare on household care products – just
reusing water 1% of laundry, dish, or surface care product launches globally in 12
months to September 2023 carried reference to greywater – and are
largely limited to areas of Asia, Oceania and North America.
Implementing at-home systems to recycle water safely will present a

huge undertaking for the average consumer. In the years to come, it's
more likely that they will become part of new commercial or residential
buildings, driving interest in greywater-safe solutions.

Source: Kantar Profiles/Mintel, January 2021
Key takeaways
Key takeaways
Exposure to climate change is growing
Consumers are having to face the direct consequences of climate change on a more frequent basis.
As well as coming together to prevent further damage, brands can also help consumers deal with the
consequences amid uncertainty.
Changing conditions provide opportunity

Consumers will have less freedom when it comes to water usage, which will change the way they deal
with homecare chores.
At the same time, warmer temperatures and an increased frequency of natural disasters will create new
cases for innovation.
An understanding of consumers will be more important

Increased climate-enforced migration will mean opportunities for brands to diversify the types of product
they offer.
Brands with a local understanding of conditions and their consumers will benefit as different habits move
into new regions.

Meet the expert

Amanda Caridad
Senior Analyst Beauty and Personal Care - Latam
Amanda Caridad holds a bachelor degree in International Relations by

Rio Branco University and a specialization in Marketing by the University
of Akron. Before joining Mintel, Amanda has worked for more than 9
years at a global leading chemical manufacturer, acquiring a profound
understanding of the beauty, personal and household care industries.
Read more by this expert | Get in touch

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a licensed market
survey agent (see Research Methodology for more
information).
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5 APRIL 2024 | REPORT

2024 HOUSEHOLD CARE TRENDS

Prepared for sabrina.souza@effragrance.com.br

Graph 1: household purchase behaviours (%), 2022........................................................................ 8

Graph 3: indicators of cleanliness (%), 2022 .................................................................................. 20

Key takeaways ................................................................................................................................ 22

CLIMATE ADAPTATION ...................................................................................................................... 23

Graph 4: behaviors adopted to save money (%), 2023................................................................... 28

Graph 5: skin conditions (%), 2023 ................................................................................................. 36

Key takeaways ................................................................................................................................ 42

Prepared for sabrina.souza@effragrance.com.br

Introduction to our 2024 Household Care

Our 2024 Household Care Trends

Knowledge is Homecare Power

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KNOWLEDGE IS HOMECARE POWER

Prepared for sabrina.souza@effragrance.com.br

Recent events, including the pandemic, geopolitical tensions, economic

As illustrated by Mintel's 2024 Trend Positive Perspective, uncertainty is

Base: Brazil: 1,500 internet users aged 16+

Consumers are willing to learn more about household care

FRIENDS/FAMILY SOCIAL MEDIA

of Colombian, Mexican of Brazilians who have

* taken from Mintel's Global Consumer

Prepared for sabrina.souza@effragrance.com.br

Confusion reigns supreme, but a willingness to learn prevails

KEEPING UP TO DATE FREE-FROM CONCERNS OVER

* taken from Mintel's Global Consumer

Prepared for sabrina.souza@effragrance.com.br

More tools are emerging to help people track things

Consumer websites to guide

Environmental footprint tracking

UN Carbon Offset is a climate action that enables individuals and

Unilever and TikTok announced the #CleanTok partnership to tap into

Prepared for sabrina.souza@effragrance.com.br

Consumers' knowledge is limited and can cause confusion

LATAM: household purchase behaviours (%), 2022

Argentina Brazil Chile Colombia Mexico Peru

Prepared for sabrina.souza@effragrance.com.br

INGREDIENTS Ingredient transparency is a growing trend

Household brands can be inspired by other market segments to increase

* taken from Mintel's Global Consumer

Prepared for sabrina.souza@effragrance.com.br

Efforts to increase understanding are present but limited in

QR code for further instructions

Clorox Ropa Quitamanchas Blancos Brillantes provides detailed

Disclosed ingredients list

Vanish Oxi Action Potenciador de Lavado en Polvo offers

The Respect Co. Limpiador para Cocina Desinfectante adds a scientific

Prepared for sabrina.souza@effragrance.com.br

The impact of AI development on LATAM consumers

KNOW A LOT ABOUT MAKES LIFE EASIER EASIER TO SHOP

* taken from Mintel's Global Consumer

Tech development will put information at

Technology development will inevitably create an even more

ChatClimate aims to make

Prepared for sabrina.souza@effragrance.com.br

Brands will be required to provide much-needed guidance

Argentina Brazil Chile Colombia Mexico Peru

Prepared for sabrina.souza@effragrance.com.br

New legislation to stamp out greenwashing will emerge

The proposed EU Green Claims directive has been proposed to ensure

There are few regulations in the US with regards to greenwashing,