Segment shares in total market revenue of the home and laundry care market in Latin America 2017

The Home and Laundry Care market covers cleaning products for private households. The market is differentiated by application fields: Laundry Care covers detergents for fabric care. Household Cleaners cover household detergents for surface care (incl. bleach and toilet care products). Dishwashing contains detergents for washing dishes and cutlery, and Polishes, Room Scents and Insecticides cover the remaining specialty products. The market takes into account consumable detergents for use in private households only (B2C). Auxiliary cleaning equipment (e.g. mops and brooms) are not included in the shown sales figures. Also excluded are professional products for industry use or household cleaning services (B2B). The market for Home and Laundry Care products is characterized by relatively low grwoth rates and is dominated by a few big brand manufacturers such as Procter & Gamble, Unilever, Reckitt Benckiser, Henkel, Kao and Lion. The market is constituted by the following segments: