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Deodorants - Brazil - July 2014

"While expanding the scope of advertising to cover other occasions of use is important to give relevance to Motionsense technologies, a clear communication and consumers' usage tests can help better address concerns with non-staining formulations."

– Renata Pompa de Moura, Research Sector Manager

This report looks at the following issues:

  • How can non-staining formulations better address consumer's concern?
  • How to increase loyalty among young male users?
  • How to create relevance to Motionsense technology?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations, currencies, and scales
        • Executive Summary

            • The market
              • Figure 1: Brazil forecast of retail value sales of deodorants, 2009-19
            • Companies, brands, and innovations
              • Figure 2: Companies’ share in the Brazilian deodorants market, by value, 2011-13
            • The consumer
              • Effective and long-lasting protection are main drivers of deodorant usage
                • Figure 3: Attitudes and behaviors to deodorants/antiperspirants, January 2014
              • One third of Brazilians are willing to pay more for innovations in non-staining formulations, wetness, and long-lasting protection
                • Figure 4: Interest in innovation, January 2014
              • Price and effectiveness are closely related for more than one third of Brazilians
                • Figure 5: Attitudes toward the purchase of deodorant/antiperspirant, January 2014
              • What we think
              • Market – Key Issues

                  • How can non-staining formulations better address consumer’s concern?
                    • How to increase loyalty among young male users?
                      • How to create relevance to Motionsense technology?
                      • Trend Application

                        • Extend My Brand
                          • Middle Class Heroes
                          • Who’s Innovating?

                            • Key points
                              • Increasingly less focus on range extension and more focus on relaunches and new packaging
                                  • Aerosols sets itself apart as the number one product format in new product launches
                                    • Figure 7: Share of Brazil deodorant launches, by format type, 2010-June 2014
                                  • Antiperspirant and long-lasting protection are the leading claims
                                    • Figure 8: Share of Brazil deodorant launches, by top five claims, 2010-13
                                • Market and Forecast

                                  • Key points
                                    • Interest in value-added formats and formulations is fueling market growth
                                      • Figure 9: Brazil retail value sales of deodorants, 2009-19
                                      • Figure 10: Brazil retail value sales of deodorants, by segment, 2011-13
                                    • The market is expected to continue growing in the next five years
                                      • Figure 11: Brazil forecast of retail value sales of deodorants, 2009-19
                                    • Factors used in the forecast
                                    • Market Share

                                      • Key points
                                        • The deodorants market is becoming more concentrated
                                          • Figure 12: Companies’ share in the Brazilian deodorants market, by value, 2011-13
                                      • Companies and Brands

                                        • Unilever
                                          • Beiersdorf AG
                                            • L'Oréal
                                              • Hypermarcas
                                                • Procter & Gamble
                                                • The Consumer – Frequency and Usage

                                                  • Key points
                                                    • While usage among older consumers is lower across almost all formats, aerosols and sprays are more likely to appeal to young adults
                                                      • Figure 13: Use of deodorant formats, by age group, January 2014
                                                  • The Consumer – Attitudes and Behaviors Related to Deodorants/Antiperspirants

                                                    • Key points
                                                      • Effective and long-lasting protection are main drivers of deodorant usage
                                                        • Figure 14: Attitudes and behaviors to deodorants/antiperspirants, January 2014
                                                      • Comfort is especially important for ABs and northern users
                                                        • Figure 15: Agreement with the statement “I wear deodorant/antiperspirants to keep my skin feeling comfortable” by region, January 2014
                                                    • The Consumer – Interest in Innovation

                                                      • Key points
                                                        • One third of Brazilians are willing to pay more for innovations in non-staining formulations, wetness and long-lasting protection
                                                          • Figure 16: Interest in innovation, January 2014
                                                        • While interest in alcohol-free formulations is higher among young women, moisturizing formulas are likely to appeal to middle aged ones
                                                          • Figure 17: Interest in moisturizing and alcohol-free formula, by age group, January 2014
                                                        • Despite its limited appeal, products with functional benefits are more likely to resonate among users in the Northeast
                                                        • The Consumer – Attitudes towards the Purchase of Deodorants/Antiperspirants

                                                          • Key points
                                                            • Price and effectiveness are closely related for more than one third of Brazilians
                                                              • Figure 18: Attitudes toward the purchase of deodorant/antiperspirant, January 2014
                                                              • Figure 19: Agreement with the statement “Higher priced deodorant/antiperspirants are more effective (eg longer lasting perspiration protection) than cheaper products”, by gender and age group, January 2014
                                                            • Brand loyalty is higher among ABs and women
                                                              • Figure 20: Agreement with the statement “I prefer to use the same brand of deodorant/antiperspirants”, by gender and socioeconomic group, January 2014
                                                            • Women are more likely than men to feel clean and refreshed by using deodorants
                                                              • Figure 21: Agreements with the statements “Using deodorant/antiperspirant makes me feel clean” and “Using deodorant/antiperspirant makes me feel refreshed”, by gender and age group, January 2014
                                                          • Appendix– The Market

                                                              • Figure 22: Brazil retail value sales of deodorants and forecast, 2009-19
                                                              • Figure 23: Brazil retail value sales of deodorants, by segment, 2011-13
                                                              • Figure 24: Best and worst case scenarios and Mintel forecast of retail value sales of deodorants, 2014-19
                                                          • Appendix – The Consumer – Usage and Frequency

                                                              • Figure 25: Usage and frequency, January 2014
                                                              • Figure 26: Usage and frequency – Deodorant/anti-perspirant roll-on, by demographics, January 2014
                                                              • Figure 27: Usage and frequency – Deodorant/anti-perspirant aerosol, by demographics, January 2014
                                                              • Figure 28: Usage and frequency – Deodorant/anti-perspirant pump, by demographics, January 2014
                                                              • Figure 29: Usage and frequency – Deodorant/anti-perspirant gel/cream, by demographics, January 2014
                                                              • Figure 30: Usage and frequency – Deodorant/anti-perspirant stick, by demographics, January 2014
                                                              • Figure 31: Usage and frequency – Other deodorant/anti-perspirant, by demographics, January 2014
                                                          • Appendix – The Consumer – Attitudes and Behaviors Related to Deodorants/Antiperspirants

                                                              • Figure 32: Attitudes and behaviors to deodorants/antiperspirants, January 2014
                                                              • Figure 33: Most popular attitudes and behaviors to deodorants/antiperspirants, by demographics, January 2014
                                                              • Figure 34: Next most popular attitudes and behaviors to deodorants/antiperspirants, by demographics, January 2014
                                                          • Appendix – The Consumer – Interest in Innovation

                                                              • Figure 35: Interest in innovation, January 2014
                                                              • Figure 36: Interest in innovation – A clinical strength formula, by demographics, January 2014
                                                              • Figure 37: Interest in innovation – An alcohol-free formula, by demographics, January 2014
                                                              • Figure 38: Interest in innovation – Non-staining, by demographics, January 2014
                                                              • Figure 39: Interest in innovation – Moisturizing, by demographics, January 2014
                                                              • Figure 40: Interest in innovation – Motion sensing formulas, by demographics, January 2014
                                                              • Figure 41: Interest in innovation – Contains antioxidants, by demographics, January 2014
                                                              • Figure 42: Interest in innovation – Long lasting, by demographics, January 2014
                                                              • Figure 43: Interest in innovation – Odor neutralizing, by demographics, January 2014
                                                              • Figure 44: Interest in innovation – Hypoallergenic formula, by demographics, January 2014
                                                              • Figure 45: Interest in innovation – Has skin-healing properties, by demographics, January 2014
                                                              • Figure 46: Interest in innovation – Has anti-bacterial properties, by demographics, January 2014
                                                          • Appendix – The Consumer– Attitudes towards the Purchase of Deodorants/Antiperspirants

                                                              • Figure 47: Attitudes to deodorant/antiperspirant, January 2014
                                                              • Figure 48: Most popular attitudes to deodorant/antiperspirant, by demographics, January 2014
                                                              • Figure 49: Next most popular attitudes to deodorant/antiperspirant, by demographics, January 2014
                                                          • Appendix – GNPD

                                                              • Figure 50: Share of Brazil deodorant launches, by top fifteen claims, 2010-13

                                                          Companies Covered

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

                                                          Deodorants - Brazil - July 2014

                                                          US $3,995.00 (Excl.Tax)