Dry Wash in Brazil

The Lavanderia uses a combination of natural wax and an electric fan to clean cars spotless, saving millions of gallons of water in the process. And if you’re a billionaire exec, they even have a service for your private jets.

For household cleaning, Brazilians rely on more traditional products such as disinfectants and home care cleaners, and have historically prioritized product performance and efficacy over convenience. The pandemic-induced re-engagement with hygiene has however led to growth in demand for all purpose cleaning wipes, and new market entrants such as Unilever with its Cif brand have capitalised on this opportunity.

Preserving Beauty: The Benefits of Dry Wash in Brazil

While the prevalence of washing machines in Brazil is higher than in India (as seen in the chart below), most households still utilise a simple indoor clothesline and don’t wash their underwear with the rest of their laundry. Household help is also less common than in India, with maids typically visiting the house on a weekly or bi-weekly basis to perform chores such as washing.

Nevertheless, the fact that these consumers primarily rely on more traditional surface care products poses challenges for all-purpose cleaning wipes, and their wider penetration remains limited in the market. A key reason for this is that foaming properties are associated with a perceived superior level of cleaning efficacy, and while this attribute is attractive to many consumers, doubts over the actual benefits remain, thus hindering uptake.

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