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Bodycare - Brazil - January 2015

“With their hectic lives, today’s consumers try to optimize their time as much as they can. Multifunctional products were created out of necessity, and body care brands have a great opportunity to follow the multifunctional trend. Hand care products have low penetration in the Brazilian market, and are more associated with household chores: almost three in 10 Brazilians cite using hand cream after doing the washing up or another domestic chore. Considering Brazil’s hot and humid climate, products that refresh the skin have a good potential to appeal to Brazilian consumers.”
– Juliana Martins, Beauty and Personal Care Analyst

In this report, we will answer the following key questions:

  • Could multifunctional body, hand, and footcare products, such as BB creams, attract more consumers?
  • Could more practical formats, such as spray moisturizers, increase usage frequency among male consumers?
  • Could scented products which provide a cooling sensation (eg, mint, aloe vera) generate a higher interest among Brazilians in body care products?
  • Could new line extensions increase consumers’ loyalty to brands of body care products?
More than half of Brazilians use body care products at least once a day. However, penetration of the hand and footcare segments in the Brazilian market is smaller. Brazilian consumers give preference to products that offer moisturizing properties, as well as products that feature a pleasant scent. In addition, more than a third of users of body care products are loyal to brands they are already used to buying, especially female consumers.
 
The body care market in Brazil is very competitive, with many brands trying to become consumers’ preference. In addition, more brands are entering the market, thereby widening product choice for consumers of body, hand, and footcare products. Nevertheless, Brazilian consumers still tend to stick to using body moisturizers, giving less importance to hand and footcare products. In order to stand out in this competitive market, brands should focus on highlighting how important it is to use products that are specifically designed to be used on the skin of hands and feet, or creating promotions and sending consumers free samples of products.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of retail sales of body, hand, and footcare products, by value, Brazil 2009-19
            • Companies and brands
              • Figure 2: Leading companies’ sales share in the Brazil body, hand, and footcare market, by value, 2011-13
            • The consumer
              • Hand and footcare products are still not used very much by Brazilians
                • Figure 3: Frequency of using body, hand, and footcare products, by segment, Brazil – November 2014
              • Users of body care products think it is important to moisturize regularly
                • Figure 4: Behavior toward using body, hand, and footcare products, Brazil – November 2014
              • Brazilians consider scent to be an important factor when buying body care products
                • Figure 5: Benefits when choosing body, hand, and footcare products, Brazil – November 2014
              • More than a third of consumers usually buy the same brand of body care products
                • Figure 6: Attitudes toward buying body, hand, and footcare products, Brazil – November 2014
              • What we think
              • Issues and Insights

                  • The beauty market is aware of consumers’ desire to save time
                    • Household chores makes consumers more likely to use hand creams
                      • Brazil’s hot and humid climate creates good opportunities for products that provide a fresh feeling
                      • Trends Application

                        • Trend: Prepare for the Worst
                          • Trend: Sense of the Intense
                            • Trend: Extend My Brand
                            • Who’s Innovating?

                              • Key points
                                • New product launches are the most popular type of launch in the Brazilian body care products market
                                  • Figure 7: Launches of body care products, percentage share, by type of launch, 2011-14
                                • Moisturizers dominate product launches in the Brazilian body care market
                                  • Figure 8: Share of launches of body care products, by claim, 2011-14
                                • Scent is an important product feature to consumers and companies can innovate by using Brazil’s natural resources
                                • Market Size and Forecast

                                  • Key points
                                    • The body care market should grow at a more moderate level compared to previous years
                                      • Figure 9: Retail sales of body care products, by value, Brazil – 2009-19
                                      • Figure 10: Forecast of retail sales of body care products, by value, Brazil 2009-19
                                    • Sales in the body care segment have grown substantially, while sales in the hand and footcare segments have stagnated
                                      • Figure 11: Retail sales of body, hand, and footcare products, by segment, by value, Brazil 2012-13
                                    • Factors used in the forecast
                                    • Market Share

                                      • Key points
                                        • The market has three main leading companies and new international players
                                          • Figure 12: Leading companies’ sales share in the Brazil body care market, by value, 2011-13
                                      • Companies and Brands

                                        • Beiersdorf AG
                                          • Hypermarcas SA
                                            • Johnson & Johnson
                                            • The Consumer – Frequency of Using Body, Hand, and Footcare Products

                                              • Key points
                                                • The majority of Brazilians uses body care products at least once a day
                                                  • Figure 13: Frequency of using body, hand, and footcare products, by segment, Brazil, November
                                                • Body lotions are the most popular products of the category among Brazilians
                                                  • Figure 14: Frequency of using body, hand, and footcare products, Brazil – November 2014
                                                • Although men are looking after their appearance more, women are more likely to use body care products
                                                  • Figure 15: Frequency of using body, hand, and footcare products, by gender, Brazil – November 2014
                                                • Consumers in the South are less likely to use body, hand, and footcare products
                                                  • Figure 16: Frequency of using body, hand, and footcare products, by region, Brazil – November 2014
                                              • The Consumer – Behavior toward Using Body, Hand, and Footcare Products

                                                • Key points
                                                  • Users of body care products think it’s important to moisturize their body regularly
                                                    • Figure 17: Behavior toward using body, hand, and footcare products, Brazil – November 2014
                                                  • Men aged 45+ think it’s important to hydrate their body, hands, and feet regularly
                                                    • Figure 18: Behavior toward using body, hand, and footcare products, by gender, Brazil – November 2014
                                                  • Consumers in socioeconomic group AB worry more about skin aging than lower-income consumers
                                                    • Figure 19: Behavior toward body, hand, and footcare products, by socioeconomic group, Brazil – November 2014
                                                • The Consumer – Benefits when Choosing Body, Hand and Footcare Products

                                                  • Key points
                                                    • Scent is a very important benefit for Brazilians when choosing which product to buy
                                                      • Figure 20: Benefits when choosing body, hand, and footcare products, Brazil – November 2014
                                                    • Women worry more about product ingredients than men do
                                                      • Figure 21: Benefits when choosing body, hand, and footcare products, by gender, Brazil – November 2014
                                                    • Southern consumers are attracted to products with sun protection
                                                      • Figure 22: Benefits when choosing body, hand, and footcare products, by region, Brazil – November 2014
                                                  • The Consumer – Attitudes toward Buying Body, Hand, and Footcare Products

                                                    • Key points
                                                      • More than a third of Brazilians usually buy the same brands of body care products
                                                        • Figure 23: Attitudes toward buying body, hand, and footcare products, Brazil – November 2014
                                                      • AB consumers are more loyal to brands of body care products
                                                        • Figure 24: Attitudes toward buying body, hand, and footcare products, Brazil – November 2014
                                                      • Young adults look for advice from family and friends, while more mature adults search for recommendations from dermatologists
                                                        • Figure 25: Attitudes toward buying body, hand, and footcare products, by gender, Brazil – November 2014

                                                    Companies Covered

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

                                                    Bodycare - Brazil - January 2015

                                                    US $3,995.00 (Excl.Tax)