Brazil: most popular fabric softener brands 2020

Published by Statista Research Department, Feb 17, 2023
In 2020, 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 80.9 million CRP. P&G ranked second, with 48.9 million CRP.
In the same year, Química Amparo was one of the leading powder laundry detergent company in Brazil, reaching 168.7 million consumer reach points.

Leading fabric softener companies in brazil in 2020 (in million Consumer Reach Points)

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Release date

November 2021

Region

Brazil

Survey time period

2020

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 and frequency 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. The area covered by Kantar corresponds to 81% of Brazilian households and represents 91% of the national consumption potential.

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