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Babies' and Childrens' Personal Care - Brazil - October 2015

"The majority of parents with children aged 8-12 at home report buying from one to three personal care products for their children, while a minority of them report buying from 7-12 products. Products that use licensed children’s characters or that are endorsed by athletes and/or artists well known by children, and products that bring technology and fun together could attract consumers. In addition, innovation in children’s oral hygiene products and clear information on the packaging of ingredients used could earn consumers’ loyalty even more.”

– Juliana Martins, Beauty and Personal Care Analyst

This report covers the following issues:

  • How can companies encourage parents of children aged 8-12 to keep buying children's personal care products?
  • Considering that many parents feel it is important to read the ingredients list of products, how can brands make this easier to consumers?
  • There is potential for more innovation in children's oral care products

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of retail sales of disposable diapers*, by value, Brazil, 2010-20
            • Companies and brands
              • Figure 2: Leading companies' sales share in the Brazil disposable diapers market, by value, 2012-14
            • The consumer
              • 43% of Brazilians with children aged 0-12 reported having purchased moisturizing lotions during the last six months
                • Figure 3: Types of babies’ and children’s personal care products purchased, Brazil – August 2015
              • Recommendation by family and friends is important to 45% of parents
                • Figure 4: Behavior toward babies’ and children’s personal care products purchase, Brazil – August 2015
              • 58% of parents look for medically approved children’s personal care products
                • Figure 5: Important benefits when choosing babies’ and children’s personal care products, Brazil – August 2015
              • 54% of parents are concerned about potential skin allergic reactions caused by brands they don’t know
                • Figure 6: Attitudes toward babies’ and children’s personal care products, Brazil – August 2015
              • What we think
              • Issues and Insights

                  • How can companies encourage parents of children aged 8-12 to keep buying children’s personal care products?
                    • Considering that many parents feel it is important to read the ingredients list of products, how can brands make this easier to consumers?
                      • There is potential for more innovation in children’s oral care products
                      • Who’s Innovating?

                        • Key points
                          • Despite parents’ interest in scent-free products, launches with this position in Brazil are very low
                            • Figure 7: Launches of babies’ and children’s beauty and personal care products positioned as “scent free,” by top 5 countries and Brazil, 2013-August 2015
                          • Products positioned as “organic” and “100% natural” are rare in Brazil
                            • Figure 8: Launches of babies’ and children’s personal care products positioned as “organic” and “100% natural,” by top 5 countries and Brazil, 2013-August 2015
                          • Launches of children’s makeup are on the rise
                            • Figure 9: Launches of babies’ and children’s personal care products (aged 0-12), by category, Brazil, 2013-August 2015
                        • Market and Forecast

                          • Key points
                            • Innovation and affordable prices drove rapid growth in the diapers market from 2012-14
                              • Figure 10: retail sales of disposable diapers*, by value, Brazil, 2010-20
                              • Figure 11: Retail sales of regular and pull-up* diapers, by value, Brazil, 2013-14
                            • Consumers are likely to start looking for cheaper products in 2015
                              • Figure 12: Forecast of retail sales of disposable diapers*, by value, Brazil, 2010-20
                            • Factors used in forecasting
                              • The subcategory of wet wipes is the one that generated most revenues from 2013-14
                                • Figure 13: Retails sales of babies’ and children’s personal care products, by selected subcategories, by value, Brazil, 2013-14
                            • Market Share

                              • Key points
                                • Procter & Gamble is the market leader thanks to its brand Pampers, with several different ranges of diapers
                                  • Figure 14: Leading companies’ sales share in the Brazil disposable diapers market, by value, Brazil 2012-14
                              • Companies and Brands

                                • Procter & Gamble
                                  • Kimberly-Clark
                                    • Hypermarcas S.A.
                                    • The Consumer – Products Purchased

                                      • Key points
                                        • 43% of Brazilians with children aged 0-12 reported having purchased moisturizing lotions during the last six months
                                          • Figure 15: Types of babies’ and children’s personal care products purchased, Brazil – August 2015
                                        • Penetration of fragrances is higher among parents of babies, while sunblock tends to attract more parents of children aged 3-7
                                          • Figure 16: Types of babies’ and children’s personal care products purchased, by parents of children aged 0-3 and 3-7, Brazil, August 2015
                                        • Basic personal care products are less purchased by parents with children aged 8-12
                                          • Figure 17: Types of babies’ and children’s personal care products purchased, by parents of children aged 0-3, 3-7, and 8-12, Brazil, August 2015
                                      • The Consumer – Purchasing Behavior

                                        • Key points
                                          • Recommendation by family and friends is important to 45% of parents
                                            • Figure 18: Behavior toward babies’ and children’s personal care products purchase, Brazil – August 2015
                                          • Men are more likely than women to buy in supermarkets and pharmacies
                                            • Figure 19: Behavior toward babies’ and children’s personal care products purchase, by gender, Brazil – August 2015
                                          • Consumers in the Northeast are more attracted to promotions and lower price in the children’s personal care category
                                            • Figure 20: Behavior toward babies’ and children’s personal care products purchase, by region, Brazil – August 2015
                                        • The Consumer – Important Benefits

                                          • Key points
                                            • 58% of parents look for medically approved children’s personal care products
                                              • Figure 21: Important benefits when choosing babies’ and children’s personal care products, Brazil – August 2015
                                            • Mothers are more likely to look for products with sun protection, while fathers are more attracted to easy-to-apply products
                                              • Figure 22: Important benefits when choosing babies’ and children’s personal care products, by gender, Brazil, August 2015
                                            • Packaging featuring children’s characters and gender-specific products attract parents of children aged 3-7
                                              • Figure 23: Important benefits when choosing babies’ and children’s personal care products, by parents of children aged 0-3 and 3-7, Brazil, August 2015
                                          • The Consumer – Attitudes toward Babies’ and Children’s Personal Care Products

                                            • Key points
                                              • 54% of parents worry about possible allergic reactions triggered by brands they don’t know
                                                • Figure 24: Attitudes toward babies’ and children’s personal care products, Brazil, August 2015
                                              • Men are more likely than women to consider national brands and private brands to be of good quality
                                                • Figure 25: Attitudes toward babies’ and children’s personal care products, by gender, Brazil, August 2015
                                              • Parents of children aged 3-7 trust in the quality and fun provided by products using licensed characters
                                                • Figure 26: Attitudes toward babies’ and children’s personal care products, by parents of children aged 0-3, 3-7, and 8-12, Brazil – August 2015

                                            Companies Covered

                                            To learn more about the companies covered in this report please contact us.

                                            Babies' and Childrens' Personal Care - Brazil - October 2015

                                            £3,174.67 (Excl.Tax)