Home Care in Mexico

Abstract
Demand for home care saw an upturn in 2022, following the static performance of previous year. Growth was boosted by the improving fortunes of laundry care, which accounted for a relatively high proportion of overall retail volume sales. This was due to the return of pre-pandemic lifestyle patterns, following the easing of COVID-19 related restrictions, which saw many consumers returning to their physical offices and educational establishments. This led them to wash their clothes more frequently...

Euromonitor International's Home Care in Mexico market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Content
Home Care in Mexico
January 2023

List Of Contents And Tables

HOME CARE IN MEXICO
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN MEXICO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Improved performance for laundry care in 2022, following a return to pre-pandemic lifestyle patterns
Inflationary pressures have negative impact on washing machine usage, as well as facilitating switch towards cheaper brands
Local player Fábrica de Jabón la Corona continues to lead sales, while cost-effective bar detergents still playing an important role
PROSPECTS AND OPPORTUNITIES
Steady growth expected, in line with growing washing machine penetration and rise of convenience trends
Products with antibacterial properties will remain in demand
Green alternatives will continue to gain traction
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2017-2022
Table 19 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 20 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 21 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 22 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 23 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 25 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN MEXICO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Positive growth in 2022, as consumers continue to cook more frequently at home than before the pandemic
Demand for automatic dishwashing continues to grow, in line with rising penetration of dishwashers
Tablets represent the most convenient choice
PROSPECTS AND OPPORTUNITIES
Expected stable demand for dishwashing products, assisted by rising penetration of appliances
Hand dishwashing will continue to see innovation in terms of more convenient
cleaning solutions
Promotions will be a key feature of the category
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2017-2022
Table 29 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 30 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 31 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 32 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN MEXICO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continued strong performance in 2022, amid consumers’ continued hygiene concerns
Eco-friendly products grow in prominence
Smaller players compete for space in consolidated landscape
PROSPECTS AND OPPORTUNITIES
Healthy growth expected, with a growing demand for products for specific purposes
Eco-friendly products will continue to gain traction
Brands continue to innovate amid growing competition from private label
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2017-2022
Table 35 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 38 NBO Company Shares of Surface Care: % Value 2018-2022
Table 39 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 42 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN MEXICO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bleach remains a popular product, particularly with low-income consumers
Cloralex leads sales, assisted by the introduction of new formulations
Players attempt to innovate through new fragrances
PROSPECTS AND OPPORTUNITIES
Stable demand for affordable bleach, but forecast period will see increasing competition from less ‘toxic’ products
Manufacturers to focus on new fragrances and formats in a bid to enliven the category
Marketing will remain crucial to build relationships with consumers
CATEGORY DATA
Table 44 Sales of Bleach: Value 2017-2022
Table 45 Sales of Bleach: % Value Growth 2017-2022
Table 46 NBO Company Shares of Bleach: % Value 2018-2022
Table 47 LBN Brand Shares of Bleach: % Value 2019-2022
Table 48 Forecast Sales of Bleach: Value 2022-2027
Table 49 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN MEXICO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Expansion hindered by competition from cheaper, non-specialised alternatives
SC Johnson and Reckitt Benckiser dominate sales amid increasing competition from new entrants
Leading brands look to offer greater convenience to users through the ‘duck-style” bottle presentation
PROSPECTS AND OPPORTUNITIES
Stable, yet modest growth expected, as toilet care continues to compete with other home care products
Toilet liquids/foam likely to see further innovation and new launches
New fragrances will be a focus of innovation
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2017-2022
Table 51 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 53 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 54 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN MEXICO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for shoe polish receives boost from consumers returning to their physical offices
Wipes offer greater convenience to time-pressed consumers
Alex Cera dominates floor polish amid growing competition from newer brands
PROSPECTS AND OPPORTUNITIES
Stable demand for mature category
Shoe polish brands branch out into deodorising and disinfecting products
E-commerce offers brands an alternative avenue of growth
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2017-2022
Table 57 Sales of Polishes by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Polishes: % Value 2018-2022
Table 59 LBN Brand Shares of Polishes: % Value 2019-2022
Table 60 Forecast Sales of Polishes by Category: Value 2022-2027
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN MEXICO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continued growth for air care, with plug-in varieties leading the way
Disinfecting properties remain key in marketing messages
Players continue to launch new exciting fragrances
PROSPECTS AND OPPORTUNITIES
Stable demand for air care over the forecast period
Affordability will continue to drive demand for popular spray format
Expected blurring of lines between surface and air care
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2017-2022
Table 63 Sales of Air Care by Category: % Value Growth 2017-2022
Table 64 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 65 NBO Company Shares of Air Care: % Value 2018-2022
Table 66 LBN Brand Shares of Air Care: % Value 2019-2022
Table 67 Forecast Sales of Air Care by Category: Value 2022-2027
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN MEXICO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continued demand as consumers focus on maintaining the hygiene standards of their living environment
Increasing demand for natural options
Dominant Raid continues to identify innovative ways to maintain consumers
PROSPECTS AND OPPORTUNITIES
Stable demand for home insecticides, while higher value indicates further potential for innovation
Younger Mexicans likely to drive up demand for environmentally friendly home insecticides
Spray/aerosol insecticides to remain most popular option
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2017-2022
Table 70 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 72 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 73 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 74 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027