IntroductionThis report forms a part of the Datamonitor's newly introduced product series titled "Market Insights". It aims to provide both quantitative and qualitative analysis to clients on the market data and trends across various markets.ScopeExamines developments in the Mexican household products marketProvides latest retail data at a market level further segmented by categories along with 5 year forecasts, highlighting specific growth areasIdentifies the leading players in the market, providing details on brand portfolio and new product launchesTracks the latest M&A deals that have taken place in the household products market in MexicoHighlightsThe household products market in Mexico was worth $5.4 billion in 2009, with a compound annual growth rate (CAGR) of 6.2% during 2004-09.Paper products was the key category driving growth in 2008-09 within the household products market.The household products market in Mexico is fairly consolidated, with P&G and Kimberly-Clark controlling roughly half of the total market.Reasons to PurchaseMarket understanding: develop a detailed understanding of the household products market and identify the key growth categories within itConsumer trends and behavior: find out the latest consumer trends driving the household products sector in Mexico alongside consumption and usage dataCompetitive landscape: obtain information on the key players operating in the market and understand their key strengths in various categories

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Market Insights: Household Products in Mexico
Published on February 2011
Report Summary
Introduction
This report forms a part of the Datamonitor's newly introduced product series titled "Market Insights". It aims to provide both
quantitative and qualitative analysis to clients on the market data and trends across various markets.
Scope
Examines developments in the Mexican household products marketProvides latest retail data at a market level further segmented by
categories along with 5 year forecasts, highlighting specific growth areasIdentifies the leading players in the market, providing details
on brand portfolio and new product launchesTracks the latest M&A deals that have taken place in the household products market in
MexicoHighlights
The household products market in Mexico was worth $5.4 billion in 2009, with a compound annual growth rate (CAGR) of 6.2% during
2004-09.
Paper products was the key category driving growth in 2008-09 within the household products market.
The household products market in Mexico is fairly consolidated, with P&G and Kimberly-Clark controlling roughly half of the total
market.
Reasons to Purchase
Market understanding: develop a detailed understanding of the household products market and identify the key growth categories
within itConsumer trends and behavior: find out the latest consumer trends driving the household products sector in Mexico alongside
consumption and usage dataCompetitive landscape: obtain information on the key players operating in the market and understand
their key strengths in various categories
Table of Content
OVERVIEW 1
Catalyst 1
Summary 1
EXECUTIVE SUMMARY 2
INTRODUCTION 3
Product Launch Analytics 3
Market Data Analytics 3
New Consumer Insight reports 4
The Country Statistics Database 4
Company Intelligence 4
What this report is about 5
How to use this report 5
Market definition 6
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TABLE OF CONTENTS 7
List of Figures 8
List of Tables 9
COUNTRY OVERVIEW 10
Economic overview 10
Demographic overview 13
HOUSEHOLD PRODUCTS MARKET PROFILE 15
Brazilian household products market value and growth 15
Household products market: a global perspective 18
Overview 18
Comparison with growth economies 19
HOUSEHOLD PRODUCTS CATEGORIES 24
Brazilian household products categories by value 24
Future prospects 28
Leading categories 29
Lagging categories 32
KEY TRENDS 33
Demographic and economic trends 33
Expanding middle class will drive consumption in the country 33
The young and aging Brazilian population demand greater levels of household hygiene 34
Consumer trends 36
Price-conscious consumers demand value for money 36
Industry trends 37
Hosting two huge sporting events in the next few years will drive the need for better sanitation and hygiene in and around Brazilian
homes and communities 37
Increasing private label sales could dilute the strong brand equity of major players 38
COMPETITIVE LANDSCAPE IN BRAZIL 40
Leading players and their shares 40
Presence of leading players in various categories of the household products market 41
Key players by categories and their ranks 43
Leading local player profiles 45
Santher 45
Química Amparo Ltda 45
Bombril Cirio 45
J.F.Produtos de Limpeza Doméstica Ltda 46
Zuppani Industrial Ltda 46
Recent M&A deals 46
NEW PRODUCT LAUNCHES IN BRAZIL 48
Overview 48
Product launches by top players 50
CONCLUSION 52
Highlights 52
RESEARCH METHODOLOGY 53
Methodology overview 53
Secondary research 54
Market modeling 55
Creating an initial data model 55
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Revising the initial data model 55
Creating a final estimate 55
Creating demographic value splits 56
Primary research 56
Data finalization 57
Ongoing research 57
APPENDIX 58
Further reading 58
Feedback 58
Ask the analyst 58
Datamonitor consulting 58
Disclaimer 58
List of Tables
Table 1: Household products market definitions 6
Table 2: Key statistics for Brazil and other growth economies, 2009 13
Table 3: Federal infrastructure investment plans for the 2014 World Cup and 2016 Olympics 37
Table 4: Brazilian household products market: top 10 players by company share and product launches 50
List of Figures
Figure 1: Real GDP and real GDP growth rate in Brazil, 2004-14e 10
Figure 2: Merchandise exports of Brazil, 2004-14e 11
Figure 3: Real GDP growth in Brazil and other growth economies, 2004-14e 12
Figure 4: Population in Brazil by age groups and median age, 2004-14e 14
Figure 5: Brazilian household products market sales, 2004-09 16
Figure 6: Brazilian household products market sales, 2009-14e 17
Figure 7: Brazilian household products market sales value (2009) and growth (2008-09) compared to other leading nations 19
Figure 8: Household products market per household expenditure and growth in growth economies, 2004-14e 20
Figure 9: Number of households compared to the average household size in Brazil, 2009-14e 21
Figure 10: Household products market growth in Brazil and other growth economies, 2004-14e 22
Figure 11: Per capita expenditure on various consumer goods in Brazil, and CAGR over 2009-14e 23
Figure 12: Washing machine sales in Brazil compared with the decline in sales of textile washing products, 2003-08 25
Figure 13: Brazilian household products market sales: contribution by categories, 2009 26
Figure 14: Brazilian household products market: growth by categories, 2008-09 27
Figure 15: Brazilian household products market value and growth by market, 2004-09 and 2009-14e 28
Figure 16: Brazilian household products market: leading categories by 2008-09 growth (%) 29
Figure 17: Examples of tissue products launched in 2009 31
Figure 18: Brazilian household products market: lagging categories in terms of 2008-09 growth (%) 32
Figure 19: Growth in various economic classes in Brazil between 2001 and 2008 34
Figure 20: Population distribution by age and gender in Brazil: 2000-50e 35
Figure 21: The degree to which various factors influence Brazilian consumers' choice of household cleaning and laundry products 36
Figure 22: Question: "how similar are store brand products compared to famous brand products in the household products market'" 39
Figure 23: Brazilian household products market: leading players and their ranks, 2009 40
Figure 24: Brazilian household products market: presence of key players across categories, 2009 41
Figure 25: Brazilian household products market: market share of top five players compared to other competitors, by category, 2009 43
Figure 26: Brazilian household products market: top five players by category, 2009 44
Figure 27: Brazilian household products market: new product launches by category, 2009 (percentage contribution) 48
Figure 28: Brazilian household products market: new product launches, volume and growth for 2008-09 49
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Figure 29: Brazilian household products market: new product launches by category, 2009 51
Figure 30: Conclusion 52
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