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Deodorants - Brazil - November 2012

“Brazil is one of the countries with the highest penetration of deodorants and antiperspirants in the world, with 95% of the population stating they use deodorants. For instance, this percentage is even higher than in the U.S., where 92% of the population uses this type of product.

Due to high temperatures year-round in most of their country, Brazilians are highly concerned with protection against underarm wetness and odor. This concern makes deodorants an essential element in Brazilians’ daily grooming routines.”

– Sebastian Concha, Research Director, Latin America

Some questions answered in this report include:

  • What are the opportunities to increase deodorant use in some demographic segments?
  • To what degree are there opportunities to develop niche formats and other positioning claims within the category?
  • What are the barriers to future growth and how can they be overcome?
  • In such a highly competitive and dynamic market, are there opportunities for innovations and new entrants?
  • What are the claims most valued by consumers and by the different demographic segments?
  • What are the trends and innovations in deodorants and antiperspirants in Brazil and in the rest of the world?

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Table of contents

  1. Introduction

      • Definition
      • Executive Summary

        • The market
          • Figure 1: Deodorants and antiperspirants market, by segment, 2007-11
          • Figure 2: Sales of deodorants and antiperspirants, by distribution channel, 2007-11
        • Forecast
          • Figure 3: Sales forecast, by value, 2007-17
        • Leading companies
          • Figure 4: Share* of leading companies in revenue, 2011
        • Issues
          • A market constantly seeking higher-value-added products
            • Figure 5: Percentage of launches, by format, January 2009-June 2012
          • Dominance of major brands is hard to break
            • Figure 6: Percentage of deodorant use, by age, June 2012
          • Direct sales loses ground to traditional retail channels
            • Figure 7: Share of direct sales in volume and value of the deodorant market, 2008-11
          • Consumers’ concern with protection generates growth opportunities
            • Figure 8: Women who use deodorants and agree with the statement, by age, June 2012
          • A market in search of good scents
            • Figure 9: Percentage of deodorant users, who try hard to ensure they never smell sweaty, by gender and age, 2012
            • Figure 10: Percentage of users who are willing to pay extra for deodorants with fragrances that they like, by social class, June 2012
          • Natural deodorants can fuel the category’s future growth
            • Figure 11: Percentage of users who have sensitive skin that is easily irritated by antiperspirant/deodorant, by gender and age, June 2012
        • A Market Constantly Seeking Higher-value-added Products

          • Key points
            • A grooming essential with higher value added
              • Figure 12: Percentage of deodorant usage, by social class, June 2012
              • Figure 13: Percentage of deodorant and antiperspirant usage, by format, June 2012
              • Figure 14: Share of deodorant/antiperspirant segments in volume sales of the category, 2007-11
              • Figure 15: Share of deodorant/antiperspirant segments in value sales of the category, 2007-11
              • Figure 16: Unit prices of Nivea deodorants, by format in drug stores, 2012
              • Figure 17: Percentage of launches by format, January 2009-June 2012
              • Figure 18: Launches of aerosol/pumps by packaging material, January 2009-June 2012
            • Growing dependency on aerosol imports can affect segment’s future performance
              • Opportunities to increase the popularity of niche formats
                • Figure 19: Launches with stick format as percentage of total launches, in selected countries, January 2009-June 2012
              • Additional benefits drive innovations
                • What it means
                • Dominance of Major Brands is Hard to Break

                  • Key points
                    • While competition intensifies, brand trust is still key to consumers
                      • Figure 20: Share* of leading companies in revenue, 2011
                    • Companies are targeting the young generation
                      • Figure 21: Percentage of deodorant use, by age, June 2012
                      • Figure 22: Brand loyalty, by age group, June 2012
                    • Opportunities to increase use in mature audience
                      • Figure 23: Usage in consumers aged 55+, by format, June 2012
                      • Figure 24: Percentage of users who believe that if the deodorant has a nice fragrance, there is no need to wear perfume, by age, June 2012
                    • Opportunities for brand associations, cross-marketing, and gift packaging
                      • What it means
                      • Direct Sales Lose Ground to Traditional Retail Channels

                        • Key points
                          • Direct sales face turbulent moments
                            • Figure 25: Share of direct sales in volume and value of the deodorant market, 2008-11
                            • Figure 26: Share of deodorants and antiperspirants sales by distribution channel, 2007-11
                            • Figure 27: Sales of deodorants and antiperspirants by distribution channel, 2007-11
                          • New entrants intensify competition
                            • Figure 28: Share of launches in direct sales channel by company, January 2009-June 2012
                            • Figure 29: Percentage of users who purchased fragrances in direct sales channel in the last 12 months by region, June 2012
                            • Figure 30: Percentage of users who purchased fragrance through direct sales channel in the past 12 months, by social class, June 2012
                          • Meanwhile, traditional retail stands out
                            • Figure 31: Share of the traditional retail channel in the volume and value sales of deodorants, 2008-11
                          • What it means
                          • Consumers’ Concern with Wetness Protection Generates Growth Opportunities

                            • Key points
                              • High reapplication rate, especially in the North and Northeast regions, signals further opportunities
                                • Figure 32: Frequency of using deodorant and antiperspirant, June 2012
                                • Figure 33: Average annual temperature
                                • Figure 34: Percentage of users willing to pay extra for protection or scent, by region, June 2012
                              • Young women use deodorant to fight wetness, feel confident
                                  • Figure 35: Women who use deodorants and agree with the statement, by age, June 2012
                                • Long-lasting formulas actually mean “more efficiency”
                                    • Figure 36: Percentage of launches with long-lasting claims, January2009-June 2012
                                  • Opportunities for new protection technologies
                                    • What it means
                                    • A Market in Search of Good Scents

                                      • Key points
                                        • Odor-fighting concern is even greater among young women
                                          • Figure 37: Percentage of deodorant users who try hard to ensure they never smell sweaty, by gender and age, 2012
                                        • Gender-specific formulations are on the rise
                                          • The importance of women when marketing deodorants for men
                                            • Figure 38: Importance of having a masculine or feminine smell, by gender, June 2012
                                            • Figure 39: Percentage of perfume users who wear a fragrance that they know their partners like, June 2012
                                          • Consumers are willing to pay more for a good fragrance
                                            • Figure 40: Percentage of users who are willing to pay extra for deodorants with fragrances that they like, by social class, June 2012
                                          • What it means
                                          • Natural Deodorants Can Fuel the Category’s Future Growth

                                            • Key points
                                              • Concerns with irritation drive changes in deodorants’ formulations
                                                • Figure 41: Percentage of users who have sensitive skin that is easily irritated by antiperspirant/deodorant, by gender and age, June 2012
                                              • Alcohol-free formulations gain evidence
                                                • Figure 42: Percentage of alcohol-free deodorant launches, January 2009-June 2012
                                              • Aluminum is a concern that has not been met by the industry
                                                • Consumers want natural ingredients, but innovations are not meeting this demand
                                                  • Figure 43: Percentage of launches with natural claim in personal care categories, January 2009-June 2012
                                                  • Figure 44: Percentage of users who would like to see more deodorants with natural ingredients, by gender and age, June 2012
                                                • Antioxidants are especially attractive to women aged 35+
                                                  • Figure 45: Percentage of users who like the idea of having antioxidants in their deodorants, by gender and age, June 2012
                                                  • Figure 46: Percentage of launches with at least one antioxidant ingredient*, January 2009-June 2012
                                                • What it means
                                                • Appendix – The Market

                                                    • Figure 47: The deodorants and antiperspirants market by segment, in value and volume, 2007-11
                                                    • Figure 48: Sales of deodorants and antiperspirants by channel, 2007-11
                                                    • Figure 49: Share* of leading companies in revenue, 2011
                                                    • Figure 50: Sales forecast in value, 2012-17
                                                    • Figure 51: Sales forecast in volume, 2012-17
                                                • Appendix – The Consumer

                                                  • Frequency of using deodorant and antiperspirant
                                                    • Figure 52: Frequency of using deodorant and antiperspirant, June 2012
                                                  • General attitudes toward deodorants and antiperspirants
                                                    • Figure 53: General attitudes toward deodorants and antiperspirants, June 2012
                                                    • Figure 54: General attitudes toward deodorants and antiperspirants, by most popular general attitudes toward deodorants and antiperspirants, June 2012
                                                    • Figure 55: General attitudes toward deodorants and antiperspirants, by next most popular general attitudes toward deodorants and antiperspirants, June 2012
                                                    • Figure 56: General attitudes toward deodorants and antiperspirants, by frequency of using deodorant and antiperspirant, June 2012
                                                    • Figure 57: General attitudes toward deodorants and antiperspirants, by frequency of using deodorant/antiperspirant roll-on, June 2012
                                                    • Figure 58: General attitudes toward deodorants and antiperspirants, by frequency of using deodorant/ antiperspirant aerosol (eg, Rexona, AXE), June 2012
                                                    • Figure 59: General attitudes toward deodorants and antiperspirants, by frequency of using deodorant/ antiperspirant gel/cream, June 2012
                                                    • Figure 60: General attitudes toward deodorants and antiperspirants, by frequency of using deodorant spray, June 2012
                                                  • Attitudes toward features of deodorants and antiperspirants
                                                    • Figure 61: Attitudes toward features of deodorants and antiperspirants, June 2012
                                                    • Figure 62: Attitudes toward features of deodorants and antiperspirants (any agree), by frequency of using deodorant and antiperspirant, June 2012
                                                    • Figure 63: Attitudes toward features of deodorants and antiperspirants (any agree), by frequency of using deodorant/antiperspirant roll-on, June 2012
                                                    • Figure 64: Attitudes toward features of deodorants and antiperspirants (any agree), by frequency of using deodorant/antiperspirant aerosol, June 2012
                                                    • Figure 65: Attitudes toward features of deodorants and antiperspirants (any agree), by frequency of using deodorant/antiperspirant gel/cream, June 2012
                                                    • Figure 66: Attitudes toward features of deodorants and antiperspirants (any agree), by frequency of using deodorant Spray, June 2012
                                                    • Figure 67: Attitudes toward features of deodorants and antiperspirants (any agree), by most popular general attitudes toward deodorants and antiperspirants, June 2012
                                                    • Figure 68: Attitudes toward features of deodorants and antiperspirants (any agree), by next most popular general attitudes toward deodorants and antiperspirants, June 2012
                                                    • Figure 69: General attitudes toward deodorants and antiperspirants, by most popular attitudes toward features of deodorants and antiperspirants (any agree), June 2012
                                                    • Figure 70: General attitudes toward deodorants and antiperspirants, by next most popular attitudes toward features of deodorants and antiperspirants (any agree), June 2012
                                                  • Attitudes toward purchasing deodorants and antiperspirants
                                                    • Figure 71: Attitudes toward purchasing deodorants and antiperspirants, June 2012
                                                    • Figure 72: Attitudes toward purchasing deodorants and antiperspirants, by frequency of using deodorant and antiperspirant, June 2012
                                                    • Figure 73: Attitudes toward purchasing deodorants and antiperspirants, by frequency of using deodorant/antiperspirant roll-on, June 2012
                                                    • Figure 74: Attitudes toward purchasing deodorants and antiperspirants, by frequency of using deodorant/antiperspirant aerosol, June 2012
                                                    • Figure 75: Attitudes toward purchasing deodorants and antiperspirants, by frequency of using deodorant/antiperspirant gel/cream, June 2012
                                                    • Figure 76: Attitudes toward purchasing deodorants and antiperspirants, by frequency of using deodorant spray, June 2012
                                                    • Figure 77: Attitudes toward purchasing deodorants and antiperspirants, by most popular general attitudes toward deodorants and antiperspirants, June 2012
                                                    • Figure 78: Attitudes toward purchasing deodorants and antiperspirants, by next most popular general attitudes toward deodorants and antiperspirants, June 2012
                                                    • Figure 79: General attitudes toward deodorants and antiperspirants, by most popular attitudes toward purchasing deodorants and antiperspirants, June 2012
                                                    • Figure 80: General attitudes toward deodorants and antiperspirants, by next most popular attitudes toward purchasing deodorants and antiperspirants, June 2012
                                                    • Figure 81: Attitudes toward purchasing deodorants and antiperspirants, by most popular attitudes toward features of deodorants and antiperspirants (any agree), June 2012
                                                    • Figure 82: Attitudes toward purchasing deodorants and antiperspirants, by next most popular attitudes toward features of deodorants and antiperspirants (any agree), June 2012
                                                    • Figure 83: Attitudes toward purchasing deodorants and antiperspirants, by most popular attitudes toward purchasing deodorants and antiperspirants, June 2012
                                                    • Figure 84: Attitudes toward purchasing deodorants and antiperspirants, by next most popular attitudes toward purchasing deodorants and antiperspirants, June 2012
                                                  • Frequency of using deodorant and antiperspirant
                                                    • Figure 85: Frequency of using any deodorant, by demographics, June 2012
                                                    • Figure 86: Frequency of using deodorant/antiperspirant roll-on, by demographics, June 2012
                                                    • Figure 87: Frequency of using deodorant/antiperspirant aerosol, by demographics, June 2012
                                                    • Figure 88: Frequency of using deodorant/antiperspirant gel/cream, by demographics, June 2012
                                                    • Figure 89: Frequency of using deodorant spray, by demographics, June 2012
                                                  • General attitudes toward deodorants and antiperspirants
                                                    • Figure 90: Most popular general attitudes toward deodorants and antiperspirants, by demographics, June 2012
                                                    • Figure 91: Next most popular general attitudes toward deodorants and antiperspirants, by demographics, June 2012
                                                  • Attitudes toward features of deodorants and antiperspirants
                                                    • Figure 92: Most popular attitudes toward features of deodorants and antiperspirants, by demographics, June 2012
                                                    • Figure 93: Next most popular attitudes toward features of deodorants and antiperspirants, by demographics, June 2012
                                                    • Figure 94: Agreement with the statements “It is worth paying extra for antiperspirant/deodorant that doesn’t irritate the skin” and “I would be interested in a deodorant that also eliminates underarm hair,” by demographics, June 2012
                                                    • Figure 95: Agreement with the statements “I like the idea of alcohol-free antiperspirant/deodorant” and “I like the idea of having antioxidants in my antiperspirant/deodorant,” by demographics, June 2012
                                                    • Figure 96: Agreement with the statements “I would like to see more deodorants/antiperspirants made without aluminum” and “I would like to see more deodorants/antiperspirants made from all-natural ingredients,” by demographics, June 2012
                                                    • Figure 97: Agreement with the statements “I like to try products that use new technology, such as motion-activated formulations” and “I only use deodorants/antiperspirants that don’t leave white marks,” by demographics, June 2012
                                                    • Figure 98: Agreement with the statements “It is important to me to have the strongest possible protection when it comes to deodorant” and “I like the idea of 48-hour protection from my antiperspirant/deodorant,” by demographics, June 2012
                                                  • Attitudes toward purchasing deodorants and antiperspirants
                                                    • Figure 99: Most popular attitudes toward purchasing deodorants and antiperspirants, by demographics, June 2012
                                                    • Figure 100: Next most popular attitudes toward purchasing deodorants and antiperspirants, by demographics, June 2012
                                                • Appendix – GNPD Data

                                                    • Figure 101: Percentage of deodorant launches, per year, January 2009-June 2012
                                                    • Figure 102: Percentage of launches per format type, January 2009-June 2012
                                                    • Figure 103: Share of company in deodorant launches, per year, January 2009-June 2012
                                                    • Figure 104: Share of private labels in annual launches, January 2009-June 2012
                                                    • Figure 105: Main claims in deodorant launches, per year, January 2009-June 2012
                                                • Appendix – Relevant Contacts

                                                    • Figure 106: Contacts of companies and associations

                                                Companies Covered

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

                                                Deodorants - Brazil - November 2012

                                                US $3,995.00 (Excl.Tax)