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The Brazilian Personal Hygiene Market: What Consumers Use and Why?

Published OnOct, 2013
Pages66
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Cement: 2014 Market Review and Forecast
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Product Synopsis

This report provides the results for the Personal Hygiene market in Brazil from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Personal Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Personal Hygiene market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
High levels of usage mean that in volume terms the market is highly developed. Population growth will therefore likely have a key role in shaping future usage volumes, but for value growth, marketers are likely to need to find ways of offering value-added, premium products.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Antiperspirants & Deodorants, Bath & Shower Products, and Soap.
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

The proportion of non-users users of Soap shows a significant increase between the Tweens & Early Teens age group, and the Early Young Adults group. Similarly the proportion of heavy users for these products falls significantly too. This highlights a key point where the category appears to be losing consumers and in the future soaps will need to either seek to regain these consumers, or avoid losing them in the first place.
The proportion of men in Brazil who do not currently use Bath & Shower products, 26%,issignificantly higher than that of women. This may be due to a preference for traditional soaps, but if penetration of these products were to increase to levels seen amongst women, this would allow additional volume growth in the future.
Market valuation reveals that per-capita consumption of Bath & Shower Products is lowest among the personal hygiene products, followed by Soap. Antiperspirants & Deodorants clearly more popular in terms of average spending.

Key Highlights

Survey results show that the overall penetration of private labels in the personal hygiene market in Brazil remains less than 3% by volume. This suggests that Brazilian consumers prefer branded products in this category, but also that in the future this may be an area Private Labels seek to target.
Based on the survey results, the top five organized retailers of Personal Hygiene products in Brazil account for more than 80% of volume sales, showing a high degree of consolidation.
Several consumer survey trends also play a significant role in determining consumers’ consumption choices. In particular, as people age they appear to seek out products that either meet their beauty needs or their desire for products that offer new experiences when used. Effectively targeting these areas are likely to be key battlegrounds in terms of product positioning between brands in the future.

Table of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Personal Hygiene Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Antiperspirants & Deodorants
3.2.2 Bath & Shower Products
3.2.3 Soap
3.3 Behavioral Trends and Market Value
3.3.1 Antiperspirants & Deodorants
3.3.2 Bath & Shower Products
3.3.3 Soap
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Antiperspirants & Deodorants
4.1.2 Bath & Shower Products
4.1.3 Soap
4.2 Consumer Profiles by Product Category
4.2.1 Antiperspirants & Deodorants
4.2.2 Bath & Shower Products
4.2.3 Soap
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Personal Hygiene Brand Choice and Private Label Consumer Penetration
5.2.1 Antiperspirants & Deodorants
5.2.2 Bath & Shower Products
5.2.3 Soap
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Personal Hygiene
6.1.2 Antiperspirants & Deodorants
6.1.3 Bath & Shower Products
6.1.4 Soap
7 Consumption Impact: Market Valuation
7.1 Personal Hygiene Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Personal Hygiene Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Personal Hygiene Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail by Category
8.1.1 Retail Share of Organized Retail by Volume - Antiperspirants & Deodorants
8.1.2 Retail Share of Organized Retail by Volume - Bath & Shower Products
8.1.3 Retail Share of Organized Retail by Volume - Soap
8.2 Profiles of End-Consumers of Personal Hygiene, by Retailer Used
8.2.1 Carrefour
8.2.2 Cia Zaffari
8.2.3 Companhia Brasileira de Distribuicao
8.2.4 Coop Cooperativa de Consumo
8.2.5 Drogasil S.A.
8.2.6 Irmaos Bretas
8.2.7 Lojas Americanas
8.2.8 Outro
8.2.9 Wal-Mart
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Personal Hygiene Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Personal Hygiene Value Share (%), by Age Groups, 2012
Table 5: Brazil Personal Hygiene Value Share (%), by Gender, 2012
Table 6: Brazil Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Personal Hygiene Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Personal Hygiene Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Antiperspirants & Deodorants Consumer Group Share (% market value), 2012
Table 11: Brazil Bath & Shower Products Consumer Group Share (% market value), 2012
Table 12: Brazil Soap Consumer Group Share (% market value), 2012
Table 13: Brazil Total Antiperspirants & Deodorants Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Brazil Total Bath & Shower Products Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Brazil Total Soap Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Brazil Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Brazil Bath & Shower Products Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Brazil Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Brazil Soap Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Antiperspirants & Deodorants Consumer Profiles (% consumers by sub-group), 2012
Table 23: Brazil Bath & Shower Products Consumer Profiles (% consumers by sub-group), 2012
Table 24: Brazil Soap Consumer Profiles (% consumers by sub-group), 2012
Table 25: Brazil Personal Hygiene Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Brazil Antiperspirants & Deodorants Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Brazil Bath & Shower Products Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Brazil Soap Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Brazil, Personal Hygiene: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Brazil, Antiperspirants & Deodorants: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Brazil, Bath & Shower Products: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Brazil, Soap: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Brazil Personal Hygiene Market Value (Brazilian Real million), by Category, 2012
Table 34: Brazil Personal Hygiene Market Value (US$ million), by Category, 2012
Table 35: Brazil Personal Hygiene Market Volume (Kg m or Ltrs m), by Category, 2012
Table 36: Brazil Personal Hygiene Market Value (US$ million), by Category, 2012
Table 37: Brazil Personal Hygiene Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 38: Brazil Personal Hygiene Expenditure Per Capita (US$), by Category, 2012
Table 39: Brazil Personal Hygiene Expenditure Per Household (Brazilian Real), by Category
Table 40: Brazil Personal Hygiene Expenditure Per Household (US$), by Category
Table 41: Brazil Personal Hygiene Market Volume,(Ltrs m or Kg m) by Category, 2012
Table 42: Brazil Personal Hygiene Consumption Per Capita, by Category, 2012
Table 43: Brazil Personal Hygiene Consumption Per Household, by Category, 2012
Table 44: Brazil Antiperspirants & Deodorants Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 45: Brazil Bath & Shower Products Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 46: Brazil Soap Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 47: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 48: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 49: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 50: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2012
Table 51: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2012
Table 52: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 53: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 54: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Outro (% by Subgroup, as tracked by the Survey), 2012
Table 55: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Personal Hygiene Value Share (%), by Age Groups, 2012
Figure 3: Brazil Personal Hygiene Value Share (%), by Gender, 2012
Figure 4: Brazil Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Personal Hygiene Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Personal Hygiene Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Bath & Shower Products Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Soap Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Personal Hygiene Market Share (US$ million), by Category, 2012
Figure 15: Brazil Personal Hygiene Expenditure Per Capita (US$), by Category, 2012
Figure 16: Brazil Personal Hygiene Expenditure Per Household (US$), by Category
Figure 17: Brazil Antiperspirants & Deodorants Survey-tracked Retailer Shares of Organized Retail of Organized Retail by Volume (Ltrs m), 2012
Figure 18: Brazil Bath & Shower Products Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 19: Brazil Soap Survey-tracked Retailer Shares of Organized Retail by Volume (Kg m), 2012
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