Brazil´s growing middle class is continuing to drive the rapidly expanding surfactants market in the emerging market.  Over the past few years, the growth rate of the personal and homecare sectors has exceeded the country´s gross domestic product (GDP), according to the latest research from business research company Frost & Sullivan.

The market earned revenues of over US$1.31bn in 2011 –  a figure which frost & Sullivan estimates will tip  US$ 1.90bn by 2018.

Between 2009-2011, around 10m people joined the “new middle class,” which currently accounts for more than 55 per cent of the total population of Brazil.
Factors such as higher incomes, rising middle class purchasing power and an ageing population that is increasingly concerned with health and beauty, have created an uptick in the surfactants industry, with personal care and household products being the major areas of growth.

“Consumers demand additional utilities from these products, including cosmetic and health benefits,” said Lisse de Oliveira, Frost & Sullivan industry analist.
“This has encouraged the development of multifunctional surfactants, which have significantly added value to the market.”