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Sanitary Protection and Feminine Hygiene Products - Brazil - March 2016

“Brazilian women like to feel clean, and the same is true regarding sanitary protection and feminine hygiene products. Among the concerns related to this sector mentioned by them are leakages, possible health problems, and unhygienic products. Brands therefore have some challenges to attract these consumers, developing innovative products that can be practical at the same time, facilitating women’s life.”
– Juliana Martins, Beauty and Personal Care Analyst

This report answers the following key questions:

  • How often do women use the various types of intimate hygiene products?
  • What are the major women concerns when using intimate hygiene products? 
  • Which purchasing habits related to intimate hygiene products do Brazilian women have? 
  • Which innovative products and services would Brazilian women have an interest in?

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Table of contents

  1. Overview

      • Definition
      • Executive Summary

          • The market
            • Mature market with affordable prices ensures good sales in the sector
              • Figure 1: Forecast of retail sales of sanitary protection and feminine hygiene products*, by value, Brazil, 2010-20
            • Market share
              • Johnson & Johnson and Kimberly-Clark lead retail sales
                • Figure 2: Leading brands' retail sales share in the sanitary protection and feminine hygiene products* market, by value, Brazil, 2013-14
              • The consumer
                • Pads could offer greater aggregate value to women
                  • Figure 3: Frequency of using sanitary protection and feminine hygiene products, Brazil, November 2015
                • Products that adapt to the female body could appeal to consumers
                  • Figure 4: Concerns toward the use of sanitary protection and feminine hygiene products, Brazil, November 2015
                • There are opportunities for well-known brands to enter the category of intimate hygiene
                  • Figure 5: Attitudes toward the purchase of sanitary protection and feminine hygiene products, Brazil, November 2015
                • The market lacks kits with pads and intimate hygiene products
                  • Figure 6: Interest in products and services related to intimate hygiene, Brazil, November 2015
                • What we think
                • Issues and Insights

                  • How could women who are afraid of possible leakages feel safer?
                    • The facts
                      • The implications
                        • Which alternatives do women have to use less water without neglecting the intimate hygiene?
                          • The facts
                            • The implications
                              • How could feminine hygiene brands boost consumers’ loyalty?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Renowned brands and conscious consumers warm the market
                                      • Sales of day and night pads grow in moderate pace
                                        • New production complex and aging population may shake the sector
                                        • Market Size and Forecast

                                          • Mature market is a strong point for good retail sales
                                            • Figure 7: Forecast of retail sales of sanitary protection and feminine hygiene products*, by value, Brazil, 2010-20
                                            • Figure 8: Retail sales of sanitary protection and feminine hygiene products, by value and segment, Brazil, 2013-14
                                            • Figure 9: Forecast of retail sales of sanitary protection and feminine hygiene products*, by value, Brazil, 2010-20
                                        • Market Drivers

                                          • BASF inaugurates new production complex in Brazil
                                            • Aging population is a great challenge for incontinence products
                                            • Key Players – What You Need to Know

                                              • Sanofi reformulates its intimate liquid soap Dermacyd
                                                • Carefree innovates with panty liners that adapt to the underwear
                                                  • Lojas Americanas intensifies the private label competition
                                                    • One more brand joins the category of feminine hygiene
                                                    • Market Share

                                                      • Two American companies lead the market of intimate hygiene
                                                        • Figure 10: Leading brands' retail sales share in the sanitary protection and feminine hygiene products* market, by value, Brazil, 2013-14
                                                    • Who’s Innovating?

                                                      • Products for sensitive skin have good opportunities in Brazil
                                                        • Figure 11: "Dermatologically tested" and "tested for allergies" sanitary protection and feminine hygiene products launches, by five selected countries, 2015
                                                      • Natural options attract consumers of feminine hygiene products
                                                        • Figure 12: "Natural"* sanitary protection and feminine hygiene product launches, by five selected countries, 2015
                                                      • Launches of pads decrease in 2015
                                                        • Figure 13: Launches of sanitary protection and feminine hygiene products, by subcategory, Brazil, January 2013-December 2015
                                                    • The Consumer – What You Need to Know

                                                      • Pads lack innovation, but intimate hygiene products warm the market
                                                        • Women have some concerns when using intimate products
                                                          • Brazilian women are loyal to the brand they know
                                                            • Kits with different products could appeal to Brazilian consumers
                                                            • Frequency of Using Sanitary Protection and Feminine Hygiene Products

                                                              • Pads could offer greater added value to women
                                                                • Figure 14: Frequency of using sanitary protection and feminine hygiene products, Brazil, November 2015
                                                              • Aerosol intimate deodorants could appeal to consumers
                                                                • Figure 15: Usage of sanitary protection and feminine hygiene products, by women aged 16+ who menstruate regularly, Brazil, November 2015
                                                              • Information about the correct use of products is essential
                                                                • Figure 16: Usage of sanitary protection and feminine hygiene products, by women aged 16-34, Brazil, November 2015
                                                            • Concerns toward the Use of Sanitary Protection and Feminine Hygiene Products

                                                              • Increasingly thinner pads could attract consumers
                                                                • Figure 17: Concerns toward the use of sanitary protection and feminine hygiene products, Brazil, November 2015
                                                              • Opportunities arise for antiseptics intimate products
                                                                • Figure 17: Concerns toward the use of sanitary protection and feminine hygiene products, by age group and selected concern, Brazil, November 2015
                                                              • Brands could offer specific products for young women
                                                                • Figure 18: Concerns toward the use of sanitary protection and feminine hygiene products, by women aged 16-24, Brazil, November 2015
                                                            • Attitudes toward the Purchase of Sanitary Protection and Feminine Hygiene Products

                                                              • There are opportunities for well-known brands to launch line extensions
                                                                • Figure 19: Attitudes toward the purchase of sanitary protection and feminine hygiene products, Brazil, November 2015
                                                              • Women aged 35+ are less attracted by special offers
                                                                • Figure 20: Attitudes toward the purchase of sanitary protection and feminine hygiene products, by age group, Brazil, November 2015
                                                              • Women from the Southeast region can be good buyers both in pharmacies and supermarkets
                                                                • Figure 21: Attitudes toward the purchase of sanitary protection and feminine hygiene products, by region, Brazil, November 2015
                                                            • Interest in Products and Services

                                                              • Market lacks kits with pads and intimate hygiene products
                                                                • Figure 22: Interest in products and services related to intimate hygiene, Brazil, November 2015
                                                              • Boxes might reduce the noise when opening pads
                                                                • Figure 23: Interest in products and services related to intimate hygiene, by age group, Brazil, November 2015
                                                              • Free samples could boost experimentation among young people
                                                                • Figure 24: Interest in products and services related to intimate hygiene, by women aged 16-24 and 25-34, Brazil, November 2015
                                                            • Appendix – Market Size and Forecast

                                                                • Figure 25: Forecast of retail sales of sanitary protection and feminine hygiene products*, by value, Brazil, 2010-20
                                                                • Figure 26: Forecast of retail sales of sanitary protection and feminine hygiene products*, by value, Brazil, 2010-20
                                                                • Figure 27: Retail sales of sanitary protection and feminine hygiene products, by value and segment, Brazil, 2013-14
                                                            • Appendix – Methodology and Definitions

                                                              • Fan chart forecast
                                                                • Abbreviations

                                                                Companies Covered

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

                                                                Sanitary Protection and Feminine Hygiene Products - Brazil - March 2016

                                                                £3,174.67 (Excl.Tax)