Increased attention from end-product and raw material manufacturers to the opportunities that the household cleaning segment offers. This market has been showing positive results even in the face of more challenging economic periods. And the expectation for the near future is optimistic.
The Bathroom Cleaners category of specific bathroom cleaners, according to Euromonitor, has grown 45.9% in the last five years. In 2017, it earned R $ 260.4 million. The company’s forecast is to reach R $ 308.4 million in 2022. In volume, in that same period, the growth was 7.2%, reaching 15,800 tons of products in 2017.
The Toilet Care category of toilet-specific products – including liquids, gels and stones – grew 24% in the same period, moving R $ 472.1 million in 2017 and a volume of 5.9 thousand tons. In volume, over the past five years, these products have fallen 3.4%. For the next five years (2017-2022), however, the
Euromonitor forecasts an increase in volume of 15%. The bathroom should gain relevance in the cleanliness of the house (read box).
Renewal – Of the leading manufacturers in this market, SC Johnson is one that is aware of opportunities and demonstrates efforts to increase its performance in it. The example of movement in the kitchen and bathroom lines Mr Musculo. According to the manufacturer, the cleaning product segments called Specialists, such as kitchen and bathroom, are the fastest growing sales in recent years.
“Aware of this trend, Mr Musculo has just relaunched its kitchen and bathroom lines. The new products have a more efficient formula and an even more pleasant fragrance. Because of the new formula, the labels have also been updated, ”he says in a statement.
Launches – Bombril is also present, with news for this market. The company is currently launching a major launch in the line of cleaners, which not only involves items for the bathroom, but for the whole house. The new line, which carries the Limpol brand, a reference for housewives for over four decades, according to the manufacturer, hit the market in August this year.
“The new Limpol line of wipers features wiping and heavy cleaning, recommended items for bathroom and tile cleaning as well as wipers – ‘3 in 1’, ‘4 in 1’ with alcohol and the exclusive wiper with anti-fog action, which creates a film that prevents water vapor from clouding bathroom mirrors in the after-bath ”, explains Gustavo Amaral, from the company’s marketing area.
This collection features 38 items in the multipurpose segments, including degreasers, scented cleaner, baby cleaner, stainless steel cleaner, aluminum cleaner, household appliance cleaner and consumer electronics cleaner.
The expectation with the launch is that the company will grow in the first year, 20% of its revenue for the line of cleaners. Amaral also points out that the brand goes through a modernization, with new logo and new visual identity of the packaging. “We are further reinforcing the performance, practicality and fragrance benefits that are characteristic of the brand’s products,” he explains.
The executive also recalls that in addition to Limpol brand products for cleaning the house, Bombril has a complete line of disinfectants, with the brands Pinho Bril and Kalipto, “traditional and well-known housewife”. According to him, both lines are ideal for cleaning bathroom, floors and furniture. “In addition, (the company) has the Pinho Bril Accept line, ideal for cleaning toilets and bathrooms as a whole. With these products, Bombril offers its consumers a complete portfolio to keep their home clean, free of germs and bacteria and fragrant for much longer, ”he says.
Amaral adds that the cleaning market in general is very promising, in which the company bets a lot. “After all, consumers are looking for products that deliver performance and practicality at the right price. This is the purpose of Bombril and that is why we believe that the new line of Limpol cleaners can greatly contribute to the growth of this market ”, adds the executive.
“Cleaning the home and bathroom specifically is not a pleasant task for most consumers. To this end, Bombril innovates with a line that brings practicality and efficiency, to further endorse the brand’s partnership with its consumers in these ‘difficult times’. This is the market trend for the coming years and what we believe in ”, he concludes.
Superior performance – The search for more efficient formulas is continuous, after all the consumer wants practicality and result. With this demand in mind, commodity companies develop solutions to present alternatives to bathroom product manufacturers. One of them is Clariant. One of its releases is Glucopure Wet, obtained from sugar and natural oils.
“It makes it possible to formulate a bathroom cleaner that, when compared to traditional surfactants, has superior performance in removing soap residue and does not damage plastic surfaces, avoiding stains and cracks,” explains Fabrizio Mazzeo, Clariant’s technical manager for the home care.
“Flexibility is also a key point of this nonionic, which can act as a primary or secondary surfactant. In addition to being liquid, dispensing heat before use, it has excellent compatibility with cationic, anionic, amphoteric and nonionic surfactants, is stable over a wide pH range (4 to 10) and has a completely foam generating profile. adjustable, ”he adds.
Biodegradable – Química Anastacio is also new. The company introduces a new concept in bactericide, Salibact (Chlorhexidine Di-Undecylenate). It is a biodegradable bactericidal and fungicidal action product. “It can be used in many types of end products like disinfectants, general cleansers and even liquid soaps. Biodegradability is precisely a differential, given the restrictions of some conventional molecules, “says Ceiane Gonçalves, sales coordinator.
The distributor also has other solutions for bathroom cleaners in its portfolio, such as sulfonic acid, butyl glycol and eucalyptus oil. “We highlight the cost-effective bactericidal benzalkonium chloride used in general disinfectants and cleaners,” adds Ceiane.
Fast drying – In Basf’s portfolio, a highlight is a bactericidal product called Protectol BN. According to Fabricio Soto, senior home care manager at the company, this item, while killing bacteria, suppresses the chemical decomposition reaction of urea, eliminating bad odors from bathrooms with two distinct mechanisms. “It can be used in both bathroom surface cleaners and as a toilet cleanser additive,” says Soto.
The supplier has two innovations for bathroom cleaners. A bacteriostatic agent called Tinosan HP 100, which prevents the growth of bacteria, leaving the bathroom sanitized and free from contamination any longer, and a drying additive called Polyquart 149, which promises to facilitate bathroom cleaning, water drying and maintain. clean, shiny and unmarked glass and mirrors.
Concentrates – Oxiteno is another supplier that has a broad portfolio of bathroom cleaner solutions. However, the company emphasizes for this market the use of Alkonat L line, which are biodegradable compounds obtained by the reaction of lauric alcohol with ethylene oxide.
“Due to the degree of ethoxylation, this line features products that exhibit different HLB (hydrophilic-lipophilic balance) values, bringing varying benefits in seeking performance and solubility of solvents, fragrances and essential oils,” explains Elvis. Barreto, from the company’s research and development area.
A strong trend for the bathroom cleaners market, according to the executive, is the growth of concentrated multipurpose products. “Thinking of guaranteeing results and practicality, one of the alternatives would be offering concentrates, which the consumer can dilute more or less, depending on which room will clean and what cleaning power they need,” he says.
Along the same lines, but thinking of formulators and not end consumers, a trend for companies, according to Barreto, would be the optimization of production through the development of a single formulation chassis. “Oxiteno was able to develop a similar project in a large global customer, where it was possible to harmonize the raw materials used in the surface cleaner formulations and the Alkonat L line was a protagonist in this solution,” he says.
