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Brazil: most popular fabric softener brands 2019

In 2019, Química Amparo Ltda., which markets fabric softener brand Ypê, was the company with the highest Consumer Reach Points (CRP) in the fabric softener segment in Brazil accounting for 74.6 million CRP. Gtex Brasil ranked second, with 44.8 million CRP.
In the same year, Unilever was the leading powder laundry detergent company in Brazil, reaching 435.2 million consumer reach points.

Leading fabric softener companies in brazil in 2019

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Release date

October 2020



Survey time period


Special properties

Only cities with more than ten thousand inhabitants were surveyed (with the exception of the North region, when only cities with more than 200 thousand inhabitants were surveyed).

Supplementary notes

The ranking is defined by the penetration of how many households have purchased a brand in the last year. Each company is classified by the sum of all the brands that make up its portfolio in each category. Each percentage point of penetration represents 560 thousand Brazilian households.

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