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Consumer Home Care Goods in Brazil Final Customers Identification

Customers Categorization

Based on the analysis of the value chain for Consumer Home Care Goods in Brazil, the final customers can be distinctly categorized into two primary segments: Business-to-Consumer (B2C) and Business-to-Business (B2B).

B2C (Business-to-Consumer) Customers:

The primary segment of final customers in the Brazilian Consumer Home Care Goods value chain is individual Households. These are the ultimate end-users who purchase and utilize cleaning, hygiene, and maintenance products for personal or family use within their residences. This segment represents the largest volume of consumption in the market.

B2B (Business-to-Business) Customers:

A secondary segment of final customers consists of Small Businesses and Institutional Users. These entities purchase consumer-grade home care products not for resale, but for their own operational cleaning and hygiene needs. Examples include offices, restaurants, small clinics, and condominiums that opt for readily available consumer products rather than industrial-grade or professional cleaning supplies. While they purchase consumer products, their transaction is business-to-business from the perspective of the retailer or distributor they buy from.

Detailed profiles of customer characteristics and demographics

Based on the information provided in the value chain analysis report:

Households (B2C):

  • Primary Characteristics: This segment comprises the vast majority of final consumers. Their consumption is driven by the need for maintaining cleanliness, hygiene, and order within their living spaces.
  • Demographics and Needs: Brazilian households exhibit varying needs influenced by factors such as:
    • Income Levels: This significantly impacts purchasing power and influences choices between economy, mid-range, and premium product tiers. The average monthly household income varies considerably across different regions and socioeconomic strata in Brazil.
    • Family Size and Composition: Larger families or those with children or pets may have different or higher volume cleaning needs.
    • Lifestyle: Factors like work-life balance and time availability can influence the demand for convenience-oriented or multi-functional cleaning products.
    • Hygiene Consciousness: Levels of concern for hygiene and cleanliness vary among households, particularly amplified in the context of public health awareness.
  • Purchasing Behavior: Households make purchasing decisions based on a combination of factors:
    • Perceived Value: Balancing price and product performance.
    • Brand Reputation and Loyalty: Trust in established or preferred brands.
    • Specific Cleaning Needs: Choosing products tailored for particular tasks (e.g., laundry, floor cleaning, disinfection).
    • Price and Promotions: Sensitivity to cost and responsiveness to discounts or special offers.
    • Product Experience: Repeat purchases are influenced by satisfaction with past usage.
  • Market Contribution: The cleaning products basket accounts for approximately 6% of total consumer spending in Brazil. There are over 70 million households in Brazil, collectively driving the demand for the entire market. This segment is increasingly showing growing awareness of environmental impact and interest in recycling product packaging.

Small Businesses/Institutional Users (B2B):

  • Primary Characteristics: These are commercial or institutional entities that acquire consumer-grade home care products for internal use in maintaining their premises.
  • Demographics and Needs: The report provides limited specific demographic details for this segment. Their needs are centered around the functional requirements of cleaning and hygiene for their operational spaces (e.g., offices, restaurant dining areas, small clinic waiting rooms).
  • Purchasing Behavior: Their purchasing decisions are likely influenced by factors such as:
    • Volume requirements (often buying in bulk, making them customers of wholesalers or atacarejos).
    • Cost-effectiveness.
    • Availability and ease of sourcing through their preferred suppliers (retailers or distributors).
    • Basic cleaning and hygiene standards required for their type of business.
  • Market Contribution: While distinct from the professional cleaning market that uses industrial-grade products, this segment contributes to the overall consumption volume of consumer-grade home care goods.

References

  • Anuário ABIPLA 2024: setor de produtos de limpeza cresce 5,6%. https://abipla.org.br/anuario-abipla-2024-setor-de-produtos-de-limpeza-cre
  • Custo Brasil: Entenda o que é e como impacta o seu negócio. https://www.lojampe.com.br/blog/custo-brasil/