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Oral Hygiene - Brazil - May 2014

“The toothbrush and toothpaste segments have high penetration and frequency of use in Brazil, but there are opportunities for companies to develop more specific benefits, such as the addition of vitamins, higher protection and sensitive teeth action, since these attributes are of utmost importance to consumers. Supplementary oral care products (such as dental floss) and mouthwash are the two segments most suited to feature added benefit, experienced significant growth in the last few years and are used at a high frequency by Brazilians.”
– Sheila Salina, Senior Analyst

This report will answer the following key questions:

  • Which segments of the oral care category are mostly used by Brazilians and with what frequency?
  • Which factors (eg promotion, price, branding) influence consumers’ buying decisions the most?
  • What brand attributes/claims are more relevant for Brazilian consumers?
  • Which are the most common consumers’ attitudes and behaviors toward oral care products (related to health, well-being and appearance)?

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Table of contents

  1. Introduction

      • Definition
        • Oral care market
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Retail sales in the oral care category, 2008-18
              • Companies, brands, and innovation
                • Colgate and GlaxoSmith experienced slight market share growth in 2013
                  • Figure 2: Leading manufacturers’ shares in the Brazil oral care market, 2012-13
                • The consumer
                  • Most Brazilians use toothbrush and toothpaste at least twice a day
                    • Figure 3: Frequency of oral care products use, March 2014
                  • Consumers buy products by the same brand, but with different benefits
                    • Figure 4: Buying habits in oral hygiene, March 2014
                  • Cavity prevention and fresh breath are the main claims in the category, focused on health and well-being
                    • Figure 5: Most important claims when buying oral care products, March 2014
                  • Feeling healthy and clean is important to consumers when using oral care products
                    • Figure 6: General attitudes toward oral care, March 2014
                  • What we think
                  • The Market – Key Issues

                      • Products that provide relief to teeth sensitivity are highly valued by women
                        • Variants with added vitamins and minerals could appeal to over 55s
                          • Why young male adults value fresh breath just as much as cavity prevention?
                          • Trend Application

                            • Trend: Prepare for the Worst
                              • Trend: Mood to Order
                              • Who is innovating?

                                • Key points
                                  • The toothbrush and toothpaste segments lead category launches
                                    • Figure 7: Launches in the Brazilian oral care market, by segment, 2009-13
                                    • Figure 8: New product launches by launch type in the oral hygiene retail market, 2012-13
                                    • Figure 9: Toothbrush launches, by claims ‘antibacterial’ and ‘easy to use’, Brazil, 2013
                                    • Figure 10: Toothpaste launches, Brazil, 2012-13
                                  • Innovations in oral care products for children are on the rise
                                    • Figure 11: Oral care product launches, by top 5 claims, Brazil 2009-13
                                    • Figure 12: Launches of oral care products for children, Brazil, 2013:
                                  • New competitors enter the segment of oral care products for children
                                    • Figure 13: Share of top 10 leading companies in launches of oral care products, Brazil, 2009-13
                                    • Figure 14: Share of top 5 leading companies in launches of oral care products for children (aged 0-12), Brazil, 2012-13
                                    • Figure 15: Launches of oral care products in Brazil, by selected products with a ‘specialized’ or ‘low-price’ positioning, 2013-14
                                • Market Size and Forecast

                                  • Key points
                                    • In 2013, category revenues matched growth experienced in 2011
                                      • Figure 16: Retail value sales of oral care market in Brazil, total and segments, 2009-13
                                    • The oral care category will grow moderately over the next 5 years through supplementary products
                                      • Figure 17: Retail sales in the oral care category, Brazil, 2008-18
                                      • Figure 18: Retail sales in the oral care category, by value, 2008-18
                                    • Factors used in the forecast
                                    • Market Share

                                      • Key points
                                        • Colgate and GlaxoSmithKline grow slightly in market share, focusing on the toothpaste segment
                                          • Figure 19: Leading manufacturers’ shares in the Brazil oral care market, 2012-13
                                      • Companies and Brands

                                        • Colgate Palmolive
                                          • Marketing and promotional campaigns
                                            • Procter & Gamble Co.
                                              • Marketing and promotion
                                                • Johnson & Johnson
                                                  • Marketing and promotion
                                                  • The Consumer – Frequency of Use

                                                    • Key points
                                                      • Most Brazilians use brush and toothpaste at least twice a day
                                                        • Figure 20: Frequency of oral care products use, March 2014
                                                      • Just more than half of Brazilians, and more women than men, use mouthwash daily
                                                        • Figure 21: Frequency of using oral care products, March 2014
                                                      • Dental floss is used frequently, but main consumers are still part of socioeconomic groups AB
                                                        • Figure 22: Frequency of using regular dental floss, by socioeconomic group, March 2014
                                                    • The Consumer – Buying Behavior

                                                      • Key points
                                                        • Consumers buy oral care products by the same brand, but with different benefits
                                                          • Figure 23: Figure: Oral care buying habits, March 2014
                                                          • Figure 24: Launches in the oral care category, by type of launch, 2012-13
                                                        • Special offers and multipacks are more relevant in the North-East region
                                                          • Figure 25: Oral care buying habits, by regions, March 2014
                                                      • The Consumer – Most Important Factors when Choosing Oral Care Products

                                                        • Key points
                                                          • Cavity prevention and fresh breath are the category’s main claims, focused on health and well-being
                                                            • Figure 26: Most important factors when choosing oral care products, March 2014
                                                          • Fresh breath can be further explored through sensations and its effects
                                                            • Figure 27: top ten claims in oral care products, 2013
                                                        • The Consumer – General Attitudes toward the Category

                                                          • Key points
                                                            • Feeling healthy and clean is important to consumers when using oral care products
                                                              • Figure 28: General attitudes toward oral care products, March 2014
                                                            • Antibacterial properties can be explored more in toothbrushes
                                                              • Figure 29: Agreement with statement ‘I worry about the germs in my toothbrush, all and by selected gender and age group, March 2014
                                                          • Appendix – Market Size and Forecast

                                                              • Figure 30: Retail sales in the oral care category, by value, 2013-18
                                                              • Figure 31: Forecasting sales in value in retail of toothpaste in Brazil, 2013-18
                                                              • Figure 32: Best- and worst-case forecasts for toothbrush sales, by value, Brazil, 2013-18
                                                              • Figure 33: Best- and worst-case forecasts for mouthwash sales, by value, Brazil, 2013-18
                                                              • Figure 34: Best- and worst-case forecasts for supplementary oral care products, by value, Brazil, 2013-18
                                                          • Appendix – Frequency of Use

                                                              • Figure 35: Frequency of oral care products use, March 2014
                                                              • Figure 36: Frequency of oral care products use - Regular toothpaste, by demographics, March 2014
                                                              • Figure 37: Frequency of oral care products use - Multipurpose toothpaste (eg with gum protection, preventing cavity or other specific benefits), by demographics, March 2014
                                                              • Figure 38: Frequency of oral care products use - Whitening toothpaste, by demographics, March 2014
                                                              • Figure 39: Frequency of oral care products use - Mouthwash, by demographics, March 2014
                                                              • Figure 40: Frequency of oral care products use - Manual toothbrush, by demographics, March 2014
                                                              • Figure 41: Frequency of oral care products use - Electric toothbrush, by demographics, March 2014
                                                              • Figure 42: Frequency of oral care products use – Multipurpose dental floss (eg with gum protection, whitening claim or other specific benefit), by demographics, March 2014
                                                              • Figure 43: Frequency of oral care products use - Regular dental floss, by demographics, March 2014
                                                              • Figure 44: Frequency of oral care products use - Tongue scraper, by demographics, March 2014
                                                              • Figure 45: Frequency of oral care products use - Whitening strips/kits, by demographics, March 2014
                                                          • Appendix – Buying Habits

                                                              • Figure 46: Buying habits, March 2014
                                                              • Figure 47: Buying habits, by demographics, March 2014
                                                              • Figure 48: Buying habits, by demographics, March 2014 (cont.)
                                                          • Appendix – Most Important Attributes in the Category

                                                              • Figure 49: Most important attributes when choosing oral care products, March 2014
                                                              • Figure 50: Most important attributes when choosing oral care products, by demographics, March 2014
                                                              • Figure 51: Most important attributes when choosing oral care products, by demographics, March 2014 (cont.)
                                                          • Appendix – Attitudes toward Oral Care

                                                              • Figure 52: Attitudes toward oral care, March 2014
                                                              • Figure 53: Attitudes toward oral care, by demographics, March 2014
                                                              • Figure 54: Attitudes toward oral care, by demographics, March 2014 (cont.)
                                                              • Figure 55: Attitudes toward oral care, by demographics, March 2014 (cont.)

                                                          Companies Covered

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

                                                          Oral Hygiene - Brazil - May 2014

                                                          £3,174.67 (Excl.Tax)