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Soap, Bath and Shower Products - Brazil - July 2013

“The soap market is an example of a mature market that has found space for more extensive growth via greater value-added products, such as liquid soap. Tapping into the sophistication of the category, soap, bath, and shower products that offer new benefits or have functional claims are becoming increasingly popular in the Brazilian market.”

– Iris Ramirez, Beauty and Personal Care Senior Analyst

This report will answer the following questions:

  • What are the existing opportunities to boost the growth of an already mature market?
  • How is it possible to increase market profitability by segmenting usage and functional claims?
  • What are the challenges faced by different purchasing channels?
  • How can companies compete in a market dominated by large global companies?
  • What are the barriers and possible alternatives for products in different price brackets?
  • What are the most sought-after claims by consumers and by different demographic profiles?
  • What are the trends and innovations in soap, bath, and shower products in Brazil and in the world?

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Table of contents

  1. Introduction

      • Definition
        • Concepts used throughout the report:
          • Abbreviations
            • Currency and scales
            • Executive Summary

                • The market
                  • Figure 1: Sales of soap, by value, by segment, 2008-12
                  • Figure 2: Sales of soap, by channel, by channel, 2008-12
                • Forecast
                  • Figure 3: Total sales of soap, 2008-18
                  • Figure 4: Sales of bar soap, by value, 2008-18
                  • Figure 5: Sales of liquid body soap, by value, 2008-18
                  • Figure 6: Sales of specific use liquid soaps, by value, 2008-18
                • Leading companies
                  • Figure 7: Companies' share in the Brazilian soap market, by value, 2010-12
                • The issues
                  • Soap market growth driven by a more sophisticated consumption
                    • Figure 8: Penetration of soap, by segment, January 2013
                  • Demand for benefits opens up opportunities for functional soap, bath, and shower products
                    • Figure 9: Launches of antibacterial and intimate soaps, Brazil, 2008-12
                  • Dominance of brands sold through supermarkets and pharmacies is not an obstacle for direct sales
                    • Figure 10: Penetration of soap purchasing channels, January 2013
                  • Selling a lifestyle can be beneficial to the soap market
                    • Figure 11: Soap launches, by claims, 2008-12, Brazil, indexed 2008
                  • What we think
                  • Soap Market Growth Driven by a More Sophisticated Consumption

                    • Key points
                      • Liquid soaps represent a market “premiumization,” generating value growth
                        • Figure 12: Per-capita expenditure on soap, bath, and shower products, US$, by country, 2008-11
                        • Figure 13: Sales of soap, by value, by segment, 2008-12
                        • Figure 14: Penetration of soap, by segment, January 2013
                        • Figure 15: Soap, bath, and shower products usage habits, January 2013
                        • Figure 16: Soap, bath, and shower products usage habits, by socioeconomic group, January 2013
                      • Among the liquid segments, those for hand stand out and are the gateway for other liquid segments
                        • Figure 17: Sales of liquid soap, by value, by segment, Brazil, 2008-12
                        • Figure 18: Penetration of liquid soap, by segment, January 2013
                        • Figure 19: Penetration of liquid soap segments, by socioeconomic groups, January 2013
                        • Figure 20: Penetration of the liquid soap segments, by age group, January 2013
                      • Women are higher users of liquid body and facial soap, but there are opportunities to attract men as well
                        • Figure 21: Market share of soap, bath, and shower products, by segment and countries, 2012
                        • Figure 22: Launches of liquid and bar soap, by segment, Brazil, 2007-12
                        • Figure 23: penetration of liquid soap segments, by gender, January 2013
                        • Figure 24: Launches of all types of soap by gender, Brazil, indexed 2008, 2008-12
                        • Figure 25: Soap, bath, and shower products usage habits, by gender, January 2013
                      • What it means
                      • Demand for Benefits Opens up Opportunities for Functional Soap, Bath, and Shower Products

                        • Key points
                          • New opportunities for the antibacterial soap market
                            • Figure 26: Growth index of new launches of antibacterial soaps, Brazil, 2008-12
                            • Figure 27: Launches of antibacterial soaps, 2008-12
                            • Figure 28: Penetration of antibacterial soaps, by gender, socioeconomic group, and children in household, January 2013
                            • Figure 29: Frequency of using intimate hygiene soaps among women, January 2013
                            • Figure 30: Launches of intimate hygiene soaps and wipes, 2008-12
                            • Figure 31: Penetration of intimate soap among women, by age group, January 2013
                          • Relaxing shower and bath products can attract stressed-out women
                            • Figure 32: Penetration of products for bathroom by genre, January 2013
                            • Figure 33: Penetration of oils and scrubs among women by age, January 2013
                          • What it means
                          • Dominance of Brands Sold Through Supermarkets and Pharmacies is Not an Obstacle for Direct Sales

                            • Key points
                              • Brands sold through supermarkets and pharmacies lead the soap market, but a lack of brand loyalty will create opportunities for direct sales brands
                                • Figure 34: Value sales of soap, bath, and shower products, by distribution channel, 2008-12
                                • Figure 35: Value sales of soap, bath, and shower products, by distribution channel, 2008-12
                                • Figure 36: Where people buy soap, bath, and shower products, January 2013
                                • Figure 37: Soap, bath, and shower brands bought in the last six months, January 2013
                                • Figure 38: Consumer use of soap, bath, and shower products, by where people buy them, January 2013
                                • Figure 39: Use of soap, bath, and shower products, by where people buy them, January 2013
                              • New product launch strategies and price positioning of soaps allow each channel to conquer its own space
                                • Figure 40: Soap companies’ market share, 2010-12
                                • Figure 41: Share of soap launches, by type of launch, 2008-12
                                • Figure 42: Consumer profiles by purchasing channel—gender, age group, region, and socioeconomic group, January 2013
                                • Figure 43: Soap usage habits, by purchasing channels, January 2013
                              • Taking advantage of the category’s “gift” appeal offers opportunities for different channels
                                • Figure 44: Share of packaging materials in soap bar launches, 2008-12
                                • Figure 45: Launches of bar soaps sold in boxes (sets and kits) with a gift appeal, 2008-12
                                • Figure 46: Growth Index soap launches in “gift” format, indexed 2008, 2008-12
                                • Figure 47: Soap, bath, and shower products usage habits, by retail channel, January 2013
                              • What it means
                              • Selling a Lifestyle can be Beneficial to the Soap Market

                                • Key points
                                  • Different claims for different skin needs can increase the usage of soaps
                                    • Figure 48: Frequency of using soaps, by segment, January 2013
                                    • Figure 49: Soap launches by claims, 2008-12, Brazil, indexed 2008
                                  • Exploring new and unexpected scents and ingredients
                                    • Figure 50: Agreement with the statement “I like trying different types of scents,” by gender, age, region and socioeconomic group, January 2013
                                    • Figure 51: Soap launches, by type of fragrances, 2008-12
                                  • Providing physiological benefits and highlighting natural ingredients are also interesting ways to develop the market
                                      • Figure 52: Soap launches with aromatherapy claim, 2008-13, indexed 2008
                                    • Environmentally friendly products and sustainable ingredients can appeal to consumers
                                      • What it means
                                      • Appendix – The Market

                                          • Figure 53: Sales of soap, by value and segment, 2008-12
                                          • Figure 54: Sales of soap, by distribution channel, 2008-12
                                          • Figure 55: Soap companies' market share, 2010-12
                                          • Figure 56: Soap market total sales forecast, 2013-18
                                          • Figure 57: Bar soap market sales forecast, 2013-18
                                          • Figure 58: Liquid body soap market sales forecast, 2013-18
                                          • Figure 59: Specific use soap market sales forecast, 2013-18
                                      • Appendix – The Consumer

                                        • Use and frequency of soap
                                          • Figure 60: Use and frequency of soap, January 2013
                                          • Figure 61: Use and frequency of soap, January 2013 (continued)
                                          • Figure 62: Use and frequency of soap, by brands purchased in the last 6 months, January 2013
                                          • Figure 63: Use and frequency of soap, by brands purchased in the last 6 months, January 2013 (continued)
                                          • Figure 64: Use and frequency of soap, by brand bought with more frequency, January 2013
                                          • Figure 65: Most popular frequency of using soap, by demographics, January 2013
                                          • Figure 66: Most popular frequency of using liquid soap, by demographics, January 2013
                                          • Figure 67: Next most popular frequency of using liquid soap, by demographics, January 2013
                                          • Figure 68: Most popular frequency of using bar soap, by demographics, January 2013
                                          • Figure 69: Most popular frequency of using liquid body soap, by demographics, January 2013
                                          • Figure 70: Next most popular frequency of using liquid body soap, by demographics, January 2013
                                          • Figure 71: Most popular frequency of using liquid hand soap, by demographics, January 2013
                                          • Figure 72: Next most popular frequency of using liquid hand soap, by demographics, January 2013
                                          • Figure 73: Most popular frequency of using liquid face soap, by demographics, January 2013
                                          • Figure 74: Next most popular frequency of using liquid face soap, by demographics, January 2013
                                          • Figure 75: Most popular frequency of using antibacterial soap, by demographics, January 2013
                                          • Figure 76: Next most popular frequency of using antibacterial soap, by demographics, January 2013
                                          • Figure 77: Most popular frequency of using intimate soap, by demographics, January 2013
                                          • Figure 78: Next most popular frequency of using intimate soap, by demographics, January 2013
                                          • Figure 79: Most popular frequency of using moisturizing body wash, by demographics, January 2013
                                          • Figure 80: Next most popular frequency of using moisturizing body wash, by demographics, January 2013
                                          • Figure 81: Most popular frequency of using body oils, by demographics, January 2013
                                          • Figure 82: Next most popular frequency of using body oils, by demographics, January 2013
                                          • Figure 83: Most popular frequency of using foot care/foot scrub, by demographics, January 2013
                                          • Figure 84: Next most popular frequency of using foot care/foot scrub, by demographics, January 2013
                                          • Figure 85: Frequency of using soap, by most popular brands bought in the last 6 months, January 2013
                                          • Figure 86: Frequency of using soap, by next most popular brands bought in the last 6 months, January 2013
                                          • Figure 87: Frequency of using soap, by brands bought most often, January 2013
                                          • Figure 88: Frequency of using soap, by most popular soap and shower products usage habits, January 2013
                                          • Figure 89: Frequency of using soap, by next most popular soap and shower products usage habits, January 2013
                                          • Figure 90: Purchase channel, by most popular usage of soap, January 2013
                                          • Figure 91: Purchase channel, by next most popular usage of soap, January 2013
                                          • Figure 92: Brands bought in the last 6 months, by most popular usage of soap, January 2013
                                          • Figure 93: Brands bought in the last 6 months, by next most popular usage of soap, January 2013
                                          • Figure 94: Brands bought most often, by most popular usage of soap, January 2013
                                          • Figure 95: Brands bought most often, by next most popular usage of soap, January 2013
                                          • Figure 96: Soap and shower products usage habits, by frequency of using soap, January 2013
                                          • Figure 97: Soap and shower products usage habits, by frequency of using liquid soap, January 2013
                                          • Figure 98: Soap and shower products usage habits, by frequency of using bar soap, January 2013
                                          • Figure 99: Soap and shower products usage habits, by most popular frequency of using liquid body soap, January 2013
                                          • Figure 100: Soap and shower products usage habits, by next most popular frequency of using liquid body soap, January 2013
                                          • Figure 101: Soap and shower products usage habits, by most popular frequency of using liquid hand soap, January 2013
                                          • Figure 102: Soap and shower products usage habits, by next most popular frequency of using liquid hand soap, January 2013
                                          • Figure 103: Soap and shower products usage habits, by frequency of using liquid face soap, January 2013
                                          • Figure 104: Soap and shower products usage habits, by most popular frequency of using antibacterial soap, January 2013
                                          • Figure 105: Soap and shower products usage habits, by next most popular frequency of using antibacterial soap, January 2013
                                          • Figure 106: Soap and shower products usage habits, by frequency of using intimate soap, January 2013
                                          • Figure 107: Soap and shower products usage habits, by most popular frequency of using moisturizing body wash, January 2013
                                          • Figure 108: Soap and shower products usage habits, by next most popular frequency of using moisturizing body wash, January 2013
                                          • Figure 109: Soap and shower products usage habits, by frequency of using body oils, January 2013
                                          • Figure 110: Soap and shower products usage habits, by most popular frequency of using foot care/foot scrub, January 2013
                                          • Figure 111: Soap and shower products usage habits, by next most popular frequency of using foot care/foot scrub, January 2013
                                        • Purchasing channel
                                          • Figure 112: Purchasing channel, January 2013
                                          • Figure 113: Purchasing channel, by demography, January 2013
                                          • Figure 114: Purchasing channel, by demography, January 2013 (continued)
                                          • Figure 115: Purchasing channel, by soap usage, January 2013
                                          • Figure 116: Purchasing channel, by soap usage, January 2013 (continued)
                                          • Figure 117: Purchasing channel, by soap usage habits, January 2013
                                          • Figure 118: Purchasing channel, by soap usage habits, January 2013 (continued)
                                        • Brands bought in the last 6 months
                                          • Figure 119: Brands bought in the last 6 months, January 2013
                                          • Figure 120: Brands bought in the last 6 months, by demographics, January 2013
                                          • Figure 121: Brands bought in the last 6 months, by demographics, January 2013 (continued)
                                          • Figure 122: Brands bought in the last 6 months, by soap usage, January 2013
                                          • Figure 123: Brands bought in the last 6 months, by soap usage, January 2013 (continued)
                                        • Brands bought more frequently
                                          • Figure 124: Brands bought more frequently, January 2013
                                          • Figure 125: Brands bought more frequently, January 2013 (continued)
                                          • Figure 126: Brands bought more frequently, by soap usage, January 2013
                                          • Figure 127: Brands bought more frequently, by soap usage, January 2013 (continued)
                                        • Habits toward soap usage
                                          • Figure 128: Habits toward soap usage, January 2013
                                          • Figure 129: Habits toward soap usage, by demographics, January 2013
                                          • Figure 130: Habits toward soap usage, by demographics, January 2013 (continued)
                                          • Figure 131: Habits toward soap usage, by purchasing channel, January 2013
                                          • Figure 132: Habits toward soap usage, by purchasing channel, January 2013 (continued)
                                          • Figure 133: Habits toward soap usage, by brands bought in the last six months, January 2013
                                          • Figure 134: Habits toward soap usage, by brands bought in the last six months, January 2013 (continued)
                                      • Appendix – GNPD Data

                                          • Figure 135: Liquid hand soap launches, 2008-12
                                          • Figure 136: Liquid body soap launches, 2012
                                          • Figure 137: Growth levels of soap launches by segment, indexed in 2008, 2008-12
                                          • Figure 138: Growth levels of soap launches, by gender, indexed in 2008, 2008, 2008-12
                                          • Figure 139: Growth levels of soap launches, by functionality, antibacterial and intimate hygiene claim, indexed 2008, 2008-12
                                          • Figure 140: Antibacterial soaps segment share, 2008-12
                                          • Figure 141: Growth levels of soap launches, indexed in 2008, 2008-12
                                          • Figure 142: Types of soap launches, 2008-12
                                          • Figure 143: Packaging materials in soap launches, 2008-12
                                          • Figure 144: Launches of bar soaps sold in boxes (sets and kits) with a gift appeal, 2008-12
                                          • Figure 145: Growth index of soap launches in gift format, 2008, 2008-12
                                          • Figure 146: Soap launches by claims, 2008-12, Brazil, indexed 2008
                                          • Figure 147: Soaps with a long-lasting claim, 2008-12
                                          • Figure 148: Growth levels of soap with UV protection claims, Global, indexed in 2008, 2008-12
                                          • Figure 149: Soap launches, by type of fragrances, 2008-12
                                          • Figure 150: Soap launches with aromatherapy claim, 2008-13, indexed 2008
                                          • Figure 151: Soaps with a “natural” claim, 2008-12
                                          • Figure 152: Most common soap “natural” claims, 2008-12

                                      Companies Covered

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                                      Soap, Bath and Shower Products - Brazil - July 2013

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