Market data analysis points to marked advance in liquid laundry detergent categories

In the Brazilian cleaning market, liquid washing machines still represent a much smaller share than powdered products – both in sales and volume. What is striking, however, is that liquids have been growing much faster in the last five years. A flag that this thread is heading for changes in behavior and consumption. Demands are becoming more and more, and leading companies are already working to meet them.

Euromonitor’s latest data for the clothing care category – considering standard and concentrated items – show that in 2017 the liquid laundry detergent market in Brazil earned R $ 1.56 billion, an increase of 172.4%. in the last five years (2012/2017). In the same period, powder products advanced 27% in value. Volume growth was also higher for liquids. From 2012 to 2017, liquid laundry increased by 88.6%, while detergent powder registered 3.7%.

Although liquids have accelerated their growth, which should continue until at least 2022, according to the company, powder products still dominate the market. In value, they represent 22.5% of the total cleaning market in the country. Meanwhile, liquids are responsible for 7.11% of total sector revenues (see table).

Performance – In the liquid washer market, one of the most relevant points is product performance. Your action force. Novozymes is a traditional company in this segment and continuously introduces news to manufacturers. A more recent highlight is its Medley 2.0 line. Leticia Pimentel de Araújo, regional marketing manager at the company, explains that these are blends that guarantee enzymatic stability, allowing high performance.

“They solve major consumer problems, such as removing stubborn stains and everyday dirt on collars and cuffs, which are so evident in large urban centers due to pollution,” he says.

According to the manager, manufacturers also benefit. “Companies have great advantages because they are blends that, in addition to providing relevant benefits to consumers, such as care of fibers and colors, and removal of stains, also reduce inventories, complexity and costs, because they are highly stable for liquid detergents, ”he says.

Long Life – Leticia points to a tendency for products to work for the ‘life’ of clothes. “Therefore, items that offer care and also the recovery of fibers meet what the consumer is looking for – not only washing, but also taking care of clothes,” he says. This is, according to her, an opportunity for manufacturers who want to seek innovations and bring news.

Another trend for the segment, according to the executive, is compression. “Compression is a trend, as are products that take care of fibers, eliminating stains and preventing clothing aging, while maintaining color brightness and whiteness.”

In the manager’s view, it is always possible to find some point for improvement and, thus, an innovation may emerge. She exemplifies by citing one type of benefit that can be considered new: products that can remove fruit stains.

Formula Ally – It’s not just the active ingredients that promote effectiveness. Products also need allies in their formulations to help ensure quality and effectiveness. One is preservative, the type of raw material in which supplier and distributor companies also invest. Brenntag is one of them. This year, the company, in partnership with Dow Biocidas, highlights the “ideal preservative for liquid laundry”, Bioban HG 427. Norma Clarice Gonçalves, head of Brenntag’s technical department, explains that for manufacturers, the differential of the product is in low concentration of use.

“With this, there is the cost-effectiveness and stability of the formulation as it has excellent compatibility with the main ingredients of the liquid washer while maintaining its effectiveness.” For the consumer, the benefit is “having the safety of having an effective and safe preservative in accordance with regulatory bodies.”

The benefits are diverse. In addition to its low dosage, according to Norma, Bioban HG 42 has stability over a wide range of pH and temperature. “It is not a donor of formaldehyde and does not break down the dyes present in the formulations,” he adds.

Multi-Benefits – Liquid washer can also offer varying benefits in a single product. Jessica Fernandes, home care marketing specialist at Dow, highlights two new company solutions this year for the market.

The first is the Dowsil GP-4633, which promises to ease rinsing in manual laundry. It is an encapsulated defoamer silicone, Dow’s patented technology for manual or semi-automatic laundry washing. “Its mechanism of action is based on the surface tension of the silicone release wash system. The main competitive differential is the fact that this technology is designed to save approximately 50% water in the rinse, ”says Jessica.

Another important technology, according to the executive, is Dowsil HV 496 Emulsion, which has “properties that bring lubricity to the treated fabric, reduce the friction between the fabric and the iron and facilitate the ironing process. Of course, save time, effort and electricity ”. Jessica adds that this product also improves the softness of the fabrics without negatively affecting the drying time.

Launches – Manufacturers operating in the liquid laundry segment are connected to market opportunities and present news. Ype is one of them. In July of this year, the brand relaunched the Ypê Premium liquid washer, bringing a new color of liquid, now green, and a new cover color, which became blue.

“The purpose of the change was to attract consumer attention at the point of sale and convey the high performance that the exclusive formula of the product provides,” explains Mariane Ferraresso Jeremias, Ypê marketing manager.

A year earlier, the brand had introduced new formula for the product. Besides having capsules of freshness and intense perfume, which provide longer fragrant clothes, it also has a unique combination “Multienzymes + Active Oxygen”, which promises to facilitate the removal of even the most difficult stains.

In October, it was the turn of the Tixan Ypê liquid washing machine to bring news. “Now our 3 liter Tixan Ypê liquid laundry bottles are made from 100% recycled PET. The labels on this package have a differentiated communication for the buyer to know that he is consuming a product that has concern for the environment ”, says the executive.

Efficiency and value for money are the main claims explored in this business segment. “With quality guaranteed since its launch and recognized for its efficiency in cleaning clothes, Tixan Ypê offers excellent value for money,” says Mariane.

The manager explains that Tixan Ype cleans the most difficult dirt, due to the action of active enzymes, and leaves a pleasant perfume that prolongs the feeling of clean clothes. Besides bringing innovation in the formula, the packaging gives its own identity to the products, highlighting the category in gondolas, according to the executive. Another highlight, according to her, is the dosing cap on the bottles. “It facilitates the correct dosage and use of the product, avoiding waste and risk of leakage,” he says.

Specific action – At Casa KM, this year’s news for the liquid washer segment was Intimiss, especially developed for the care of delicate and intimate underwear, and the redesign of the Samper Super concentrated washbasin.

Intimiss has in its formulation a protective polymer that forms a layer over the part, preventing dirt from penetrating deeply. “The fatty acid and glucose-derived asset offers greater flexibility for the fibers and the glycerin and coconut-based softener that preserves elasticity between tissues,” explains Aline Silva, the company’s marketing manager.

She says this product is ideal for washing lingerie, bikinis and delicate clothes. “The new Intimiss has antibacterial action and also inhibits the development of bacteria Salmonella choleraesuis and Staphylococcus aureus, villains of the intimate regions,” he says.

Already the Samper Super concentrate has more modern label and packaging, according to the executive, in white, and with double action (clean and fragrant), facilitating the removal of difficult stains. The package has 990 ml and allows up to 30 washes.

Fitness Culture – The Ola brand, which specializes in the delicate clothing market, also invests in specific benefits and offers consumers products that are designed for different purposes. This year, the news came with the new Ola Sport. The product, which is specific to sportswear, removes sweat stains on colored clothing, keeping them new for longer, according to Daniela Cabrillano, home care product manager for Colgate-Palmolive, the manufacturer of the products. She also points out that the new formula features Odor Free technology, which neutralizes the bad smell and leaves a refreshing aroma in the fabric.

Daniela says that people are increasingly concerned about health and well-being, so interest in physical activity is growing. “Usually sportswear is chosen with care and the investment in the pieces is usually high. Thinking about it, we created Ola Sport, for a differentiated washing of these sports clothes, which are super-delicate and deserve special care, ”he says.

In addition, the executive points out that most sportswear manufacturers recommend not using fabric softener in dry-fit fabrics – present in sportswear – as this product can wear and tear the properties of parts. “Thus, Ola Sport emerges as an appropriate and effective alternative for washing sportswear,” he says.

In November 2017, the brand had launched Ola Black and Dark Clothing, a washing machine suitable for fine and delicate clothes in these colors. “The product doesn’t damage or fade fabrics, and it also offers 20% more color protection, making clothes last much longer.”

Source: H&C Magazine Writing