Household Products in Latin America to 2013

TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: household products 2
Summary category level: toilet care 3
Summary category level: furniture polish 4
Summary category level: insecticides 5
Summary category level: textile washing products 6
Summary category level: scouring products 7
Summary category level: general purpose cleaners 8
Summary category level: air fresheners 9
Summary category level: bleach 10
Summary category level: dishwashing products 11
Chapter 2 Introduction 12
What is this report about? 12
How to use this report 12
Market definition 13
Chapter 3 Overview 30
Value Analysis 30
Volume Analysis 31
Chapter 4 Latin America Household Products: Market Overview 32
Value analysis (US Dollar), 2003?08 32
Value analysis (US Dollar), 2008?13 33
Volume analysis, 2003?08 35
Volume analysis, 2008?13 36
Company share analysis 38
Distribution analysis 41
Expenditure and consumption per capita 43
Chapter 5 Leading Company Profiles 47
Unilever 47
The Procter & Gamble Company 50
Chapter 6 Category Analysis: Toilet care 52
Value analysis (US Dollar), 2003?08 52
Value analysis (US Dollar), 2008?13 53
Volume analysis, 2003?08 55
Volume analysis, 2008?13 56
Company share analysis 58
Distribution analysis 61
Expenditure and consumption per capita 63
Chapter 7 Category Analysis: Furniture polish 65
Value analysis (US Dollar), 2003?08 65
Value analysis (US Dollar), 2008?13 66
Volume analysis, 2003?08 68
Volume analysis, 2008?13 69
Company share analysis 71
Distribution analysis 73
Expenditure and consumption per capita 75
Chapter 8 Category Analysis: Insecticides 77
Value analysis (US Dollar), 2003?08 77
Value analysis (US Dollar), 2008?13 78
Volume analysis, 2003?08 80
Volume analysis, 2008?13 81
Company share analysis 83
Distribution analysis 85
Expenditure and consumption per capita 87
Chapter 9 Category Analysis: Textile washing products 89
Value analysis (US Dollar), 2003?08 89
Value analysis (US Dollar), 2008?13 90
Volume analysis, 2003?08 92
Volume analysis, 2008?13 93
Company share analysis 95
Distribution analysis 98
Expenditure and consumption per capita 100
Chapter 10 Category Analysis: Scouring products 102
Value analysis (US Dollar), 2003?08 102
Value analysis (US Dollar), 2008?13 103
Volume analysis, 2003?08 105
Volume analysis, 2008?13 106
Company share analysis 108
Distribution analysis 111
Expenditure and consumption per capita 113
Chapter 11 Category Analysis: General purpose cleaners 115
Value analysis (US Dollar), 2003?08 115
Value analysis (US Dollar), 2008?13 116
Volume analysis, 2003?08 118
Volume analysis, 2008?13 119
Company share analysis 121
Distribution analysis 124
Expenditure and consumption per capita 126
Chapter 12 Category Analysis: Air fresheners 130
Value analysis (US Dollar), 2003?08 130
Value analysis (US Dollar), 2008?13 131
Volume analysis, 2003?08 133
Volume analysis, 2008?13 134
Company share analysis 136
Distribution analysis 138
Expenditure and consumption per capita 140
Chapter 13 Category Analysis: Bleach 142
Value analysis (US Dollar), 2003?08 142
Value analysis (US Dollar), 2008?13 143
Volume analysis, 2003?08 145
Volume analysis, 2008?13 146
Company share analysis 148
Distribution analysis 150
Expenditure and consumption per capita 152
Chapter 14 Category Analysis: Dishwashing products 154
Value analysis (US Dollar), 2003?08 154
Value analysis (US Dollar), 2008?13 155
Volume analysis, 2003?08 157
Volume analysis, 2008?13 158
Company share analysis 160
Distribution analysis 163
Expenditure and consumption per capita 165
Chapter 15 Research Methodology 167
Methodology overview 167
Secondary research 168
Market modeling 169
Creating an initial data model 169
Revising the initial data model 169
Creating a final estimate 170
Creating demographic value splits 170
Primary research 170
Data finalization 171
Ongoing research 171
Chapter 16 APPENDIX 172
Future readings 172
How to contact experts in your industry 172
Disclaimer 172

LIST OF FIGURES
Figure 1: Household products, Latin America, value by category ($m), 2003?13 34
Figure 2: Household products, Latin America, category growth comparison, by value, 2003?13 34
Figure 3: Household products, Latin America, volume by category (kg/liters/units, million), 2003?13 37
Figure 4: Household products, Latin America, category growth comparison, by volume, 2003?13 37
Figure 5: Household products, Latin America, company share (top five companies) by value (%), 2007?08 40
Figure 6: Household products, Latin America, distribution channels by value (%), 2007?08 42
Figure 7: Toilet care, Latin America, value by segment ($m), 2003?13 54
Figure 8: Toilet care, Latin America, category growth comparison, by value, 2003?13 54
Figure 9: Toilet care, Latin America, volume by segment (units, million), 2003?13 57
Figure 10: Toilet care, Latin America, category growth comparison, by volume, 2003?13 57
Figure 11: Toilet care, Latin America, company share (top five companies) by value (%), 2007?08 60
Figure 12: Toilet care, Latin America, distribution channels by value (%), 2007?08 62
Figure 13: Furniture polish, Latin America, value by segment ($m), 2003?13 67
Figure 14: Furniture polish, Latin America, category growth comparison, by value, 2003?13 67
Figure 15: Furniture polish, Latin America, volume by segment (units, million), 2003?13 70
Figure 16: Furniture polish, Latin America, category growth comparison, by volume, 2003?13 70
Figure 17: Furniture polish, Latin America, company share (top five companies) by value (%), 2007?08 72
Figure 18: Furniture polish, Latin America, distribution channels by value (%), 2007?08 74
Figure 19: Insecticides, Latin America, value by segment ($m), 2003?13 79
Figure 20: Insecticides, Latin America, category growth comparison, by value, 2003?13 79
Figure 21: Insecticides, Latin America, volume by segment (units/liters, million), 2003?13 82
Figure 22: Insecticides, Latin America, category growth comparison, by volume, 2003?13 82
Figure 23: Insecticides, Latin America, company share (top five companies) by value (%), 2007?08 84
Figure 24: Insecticides, Latin America, distribution channels by value (%), 2007?08 86
Figure 25: Textile washing products, Latin America, value by segment ($m), 2003?13 91
Figure 26: Textile washing products, Latin America, category growth comparison, by value, 2003?13 91
Figure 27: Textile washing products, Latin America, volume by segment (units/liters, million), 2003?13 94
Figure 28: Textile washing products, Latin America, category growth comparison, by volume, 2003?13 94
Figure 29: Textile washing products, Latin America, company share (top five companies) by value (%), 2007?08 97
Figure 30: Textile washing products, Latin America, distribution channels by value (%), 2007?08 99
Figure 31: Scouring products, Latin America, value by segment ($m), 2003?13 104
Figure 32: Scouring products, Latin America, category growth comparison, by value, 2003?13 104
Figure 33: Scouring products, Latin America, volume by segment (units, million), 2003?13 107
Figure 34: Scouring products, Latin America, category growth comparison, by volume, 2003?13 107
Figure 35: Scouring products, Latin America, company share (top five companies) by value (%), 2007?08 110
Figure 36: Scouring products, Latin America, distribution channels by value (%), 2007?08 112
Figure 37: General purpose cleaners, Latin America, value by segment ($m), 2003?13 117
Figure 38: General purpose cleaners, Latin America, category growth comparison, by value, 2003?13 117
Figure 39: General purpose cleaners, Latin America, volume by segment (liters, million), 2003?13 120
Figure 40: General purpose cleaners, Latin America, category growth comparison, by volume, 2003?13 120
Figure 41: General purpose cleaners, Latin America, company share (top five companies) by value (%), 2007?08 123
Figure 42: General purpose cleaners, Latin America, distribution channels by value (%), 2007?08 125
Figure 43: Air fresheners, Latin America, value by segment ($m), 2003?13 132
Figure 44: Air fresheners, Latin America, category growth comparison, by value, 2003?13 132
Figure 45: Air fresheners, Latin America, volume by segment (units, million), 2003?13 135
Figure 46: Air fresheners, Latin America, category growth comparison, by volume, 2003?13 135
Figure 47: Air fresheners, Latin America, company share (top five companies) by value (%), 2007?08 137
Figure 48: Air fresheners, Latin America, distribution channels by value (%), 2007?08 139
Figure 49: Bleach, Latin America, value by segment ($m), 2003?13 144
Figure 50: Bleach, Latin America, category growth comparison, by value, 2003?13 144
Figure 51: Bleach, Latin America, volume by segment (kg/liters, million), 2003?13 147
Figure 52: Bleach, Latin America, category growth comparison, by volume, 2003?13 147
Figure 53: Bleach, Latin America, company share (top five companies) by value (%), 2007?08 149
Figure 54: Bleach, Latin America, distribution channels by value (%), 2007?08 151
Figure 55: Dishwashing products, Latin America, value by segment ($m), 2003?13 156
Figure 56: Dishwashing products, Latin America, category growth comparison, by value, 2003?13 156
Figure 57: Dishwashing products, Latin America, volume by segment (units, million), 2003?13 159
Figure 58: Dishwashing products, Latin America, category growth comparison, by volume, 2003?13 159
Figure 59: Dishwashing products, Latin America, company share (top five companies) by value (%), 2007?08 162
Figure 60: Dishwashing products, Latin America, distribution channels by value (%), 2007?08 164
Figure 61: Annual data review process 168

LIST OF TABLES
Table 1: Household products category definitions 14
Table 2: Household products distribution channels 16
Table 3: Latin America household products value (country-wise), 2003?08 ($m) 30
Table 4: Latin America household products value (country-wise) forecast, 2008?13 ($m) 30
Table 5: Latin America household products volume (country-wise), 2003?08 (kg/liters/units, million) 31
Table 6: Latin America household products volume (country-wise) forecast, 2008?13 (kg/liters/units, million) 31
Table 7: Household products, Latin America, value by category ($m), 2003?08 32
Table 8: Household products, Latin America, value forecast by category ($m), 2008?13 33
Table 9: Household products, Latin America, volume by category (kg/liters/units, million), 2003?08 35
Table 10: Household products, Latin America, volume forecast by category (kg/liters/units, million), 2008?13 36
Table 11: Household products, Latin America, company share (top 20 companies) by value (%), 2007?08 38
Table 12: Household products, Latin America, value by company ($m), 2007?08 39
Table 13: Household products, Latin America, distribution channels by value (%), 2007?08 41
Table 14: Household products, Latin America, value by distribution channel ($m), 2007?08 41
Table 15: Household products, Latin America, expenditure per capita ($), 2003?08 43
Table 16: Household products, Latin America, forecast expenditure per capita ($), 2008?13 44
Table 17: Household products, Latin America, consumption per capita (kg/liters/units), 2003?08 45
Table 18: Household products, Latin America, forecast consumption per capita (kg/liters/units), 2008?13 46
Table 19: Unilever key facts 47
Table 20: The Procter & Gamble Company key facts 50
Table 21: Toilet care, Latin America, value by segment ($m), 2003?08 52
Table 22: Toilet care, Latin America, value forecast by segment ($m), 2008?13 53
Table 23: Toilet care, Latin America, volume by segment (units, million), 2003?08 55
Table 24: Toilet care, Latin America, volume forecast by segment (units, million), 2008?13 56
Table 25: Toilet care, Latin America, company share by value (%), 2007?08 58
Table 26: Toilet care, Latin America, value by company ($m), 2007?08 59
Table 27: Toilet care, Latin America, distribution channels by value (%), 2007?08 61
Table 28: Toilet care, Latin America, value by distribution channel ($m), 2007?08 61
Table 29: Toilet care, Latin America, expenditure per capita ($), 2003?08 63
Table 30: Toilet care, Latin America, forecast expenditure per capita ($), 2008?13 63
Table 31: Toilet care, Latin America, consumption per capita (units), 2003?08 64
Table 32: Toilet care, Latin America, forecast consumption per capita (units), 2008?13 64
Table 33: Furniture polish, Latin America, value by segment ($m), 2003?08 65
Table 34: Furniture polish, Latin America, value forecast by segment ($m), 2008?13 66
Table 35: Furniture polish, Latin America, volume by segment (units, million), 2003?08 68
Table 36: Furniture polish, Latin America, volume forecast by segment (units, million), 2008?13 69
Table 37: Furniture polish, Latin America, company share by value (%), 2007?08 71
Table 38: Furniture polish, Latin America, value by company ($m), 2007?08 71
Table 39: Furniture polish, Latin America, distribution channels by value (%), 2007?08 73
Table 40: Furniture polish, Latin America, value by distribution channel ($m), 2007?08 73
Table 41: Furniture polish, Latin America, expenditure per capita ($), 2003?08 75
Table 42: Furniture polish, Latin America, forecast expenditure per capita ($), 2008?13 75
Table 43: Furniture polish, Latin America, consumption per capita (units), 2003?08 76
Table 44: Furniture polish, Latin America, forecast consumption per capita (units), 2008?13 76
Table 45: Insecticides, Latin America, value by segment ($m), 2003?08 77
Table 46: Insecticides, Latin America, value forecast by segment ($m), 2008?13 78
Table 47: Insecticides, Latin America, volume by segment (units/liters, million), 2003?08 80
Table 48: Insecticides, Latin America, volume forecast by segment (units/liters, million), 2008?13 81
Table 49: Insecticides, Latin America, company share by value (%), 2007?08 83
Table 50: Insecticides, Latin America, value by company ($m), 2007?08 84
Table 51: Insecticides, Latin America, distribution channels by value (%), 2007?08 85
Table 52: Insecticides, Latin America, value by distribution channel ($m), 2007?08 85
Table 53: Insecticides, Latin America, expenditure per capita ($), 2003?08 87
Table 54: Insecticides, Latin America, forecast expenditure per capita ($), 2008?13 87
Table 55: Insecticides, Latin America, consumption per capita (units/liters), 2003?08 88
Table 56: Insecticides, Latin America, forecast consumption per capita (units/liters), 2008?13 88
Table 57: Textile washing products, Latin America, value by segment ($m), 2003?08 89
Table 58: Textile washing products, Latin America, value forecast by segment ($m), 2008?13 90
Table 59: Textile washing products, Latin America, volume by segment (units/liters, million), 2003?08 92
Table 60: Textile washing products, Latin America, volume forecast by segment (units/liters, million), 2008?13 93
Table 61: Textile washing products, Latin America, company share by value (%), 2007?08 95
Table 62: Textile washing products, Latin America, value by company ($m), 2007?08 96
Table 63: Textile washing products, Latin America, distribution channels by value (%), 2007?08 98
Table 64: Textile washing products, Latin America, value by distribution channel ($m), 2007?08 98
Table 65: Textile washing products, Latin America, expenditure per capita ($), 2003?08 100
Table 66: Textile washing products, Latin America, forecast expenditure per capita ($), 2008?13 100
Table 67: Textile washing products, Latin America, consumption per capita (units/liters), 2003?08 101
Table 68: Textile washing products, Latin America, forecast consumption per capita (units/liters), 2008?13 101
Table 69: Scouring products, Latin America, value by segment ($m), 2003?08 102
Table 70: Scouring products, Latin America, value forecast by segment ($m), 2008?13 103
Table 71: Scouring products, Latin America, volume by segment (units, million), 2003?08 105
Table 72: Scouring products, Latin America, volume forecast by segment (units, million), 2008?13 106
Table 73: Scouring products, Latin America, company share by value (%), 2007?08 108
Table 74: Scouring products, Latin America, value by company ($m), 2007?08 109
Table 75: Scouring products, Latin America, distribution channels by value (%), 2007?08 111
Table 76: Scouring products, Latin America, value by distribution channel ($m), 2007?08 111
Table 77: Scouring products, Latin America, expenditure per capita ($), 2003?08 113
Table 78: Scouring products, Latin America, forecast expenditure per capita ($), 2008?13 113
Table 79: Scouring products, Latin America, consumption per capita (units), 2003?08 114
Table 80: Scouring products, Latin America, forecast consumption per capita (units), 2008?13 114
Table 81: General purpose cleaners, Latin America, value by segment ($m), 2003?08 115
Table 82: General purpose cleaners, Latin America, value forecast by segment ($m), 2008?13 116
Table 83: General purpose cleaners, Latin America, volume by segment (liters, million), 2003?08 118
Table 84: General purpose cleaners, Latin America, volume forecast by segment (liters, million), 2008?13 119
Table 85: General purpose cleaners, Latin America, company share by value (%), 2007?08 121
Table 86: General purpose cleaners, Latin America, value by company ($m), 2007?08 122
Table 87: General purpose cleaners, Latin America, distribution channels by value (%), 2007?08 124
Table 88: General purpose cleaners, Latin America, value by distribution channel ($m), 2007?08 124
Table 89: General purpose cleaners, Latin America, expenditure per capita ($), 2003?08 126
Table 90: General purpose cleaners, Latin America, forecast expenditure per capita ($), 2008?13 127
Table 91: General purpose cleaners, Latin America, consumption per capita (liters), 2003?08 128
Table 92: General purpose cleaners, Latin America, forecast consumption per capita (liters), 2008?13 129
Table 93: Air fresheners, Latin America, value by segment ($m), 2003?08 130
Table 94: Air fresheners, Latin America, value forecast by segment ($m), 2008?13 131
Table 95: Air fresheners, Latin America, volume by segment (units, million), 2003?08 133
Table 96: Air fresheners, Latin America, volume forecast by segment (units, million), 2008?13 134
Table 97: Air fresheners, Latin America, company share by value (%), 2007?08 136
Table 98: Air fresheners, Latin America, value by company ($m), 2007?08 137
Table 99: Air fresheners, Latin America, distribution channels by value (%), 2007?08 138
Table 100: Air fresheners, Latin America, value by distribution channel ($m), 2007?08 138
Table 101: Air fresheners, Latin America, expenditure per capita ($), 2003?08 140
Table 102: Air fresheners, Latin America, forecast expenditure per capita ($), 2008?13 140
Table 103: Air fresheners, Latin America, consumption per capita (units), 2003?08 141
Table 104: Air fresheners, Latin America, forecast consumption per capita (units), 2008?13 141
Table 105: Bleach, Latin America, value by segment ($m), 2003?08 142
Table 106: Bleach, Latin America, value forecast by segment ($m), 2008?13 143
Table 107: Bleach, Latin America, volume by segment (kg/liters, million), 2003?08 145
Table 108: Bleach, Latin America, volume forecast by segment (kg/liters, million), 2008?13 146
Table 109: Bleach, Latin America, company share by value (%), 2007?08 148
Table 110: Bleach, Latin America, value by company ($m), 2007?08 149
Table 111: Bleach, Latin America, distribution channels by value (%), 2007?08 150
Table 112: Bleach, Latin America, value by distribution channel ($m), 2007?08 150
Table 113: Bleach, Latin America, expenditure per capita ($), 2003?08 152
Table 114: Bleach, Latin America, forecast expenditure per capita ($), 2008?13 152
Table 115: Bleach, Latin America, consumption per capita (kg/liters), 2003?08 153
Table 116: Bleach, Latin America, forecast consumption per capita (kg/liters), 2008?13 153
Table 117: Dishwashing products, Latin America, value by segment ($m), 2003?08 154
Table 118: Dishwashing products, Latin America, value forecast by segment ($m), 2008?13 155
Table 119: Dishwashing products, Latin America, volume by segment (units, million), 2003?08 157
Table 120: Dishwashing products, Latin America, volume forecast by segment (units, million), 2008?13 158
Table 121: Dishwashing products, Latin America, company share by value (%), 2007?08 160
Table 122: Dishwashing products, Latin America, value by company ($m), 2007?08 161
Table 123: Dishwashing products, Latin America, distribution channels by value (%), 2007?08 163
Table 124: Dishwashing products, Latin America, value by distribution channel ($m), 2007?08 163
Table 125: Dishwashing products, Latin America, expenditure per capita ($), 2003?08 165
Table 126: Dishwashing products, Latin America, forecast expenditure per capita ($), 2008?13 165
Table 127: Dishwashing products, Latin America, consumption per capita (units), 2003?08 166
Table 128: Dishwashing products, Latin America, forecast consumption per capita (units), 2008?13 166


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