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Soap, Bath and Shower Products - Brazil - October 2014

“Bar soaps already have high penetration rates, suggesting growth in the category can come from other segments with lower penetration rates, such as liquid soaps and shower gels. Younger consumers already use these types of products more, as they are more open to changes and innovations. It is just a matter of time to see more significant changes in the segments.”
– Andre Euphrasio, Research Analyst

This report looks at the following issues:

  • Increasing brand loyalty
  • More sophisticated claims
  • The elderly are key consumers

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of Brazil value sales of soap, bath, and shower products, 2009-19
            • Market drivers
              • Companies, brands, and innovation
                • Figure 2: Soap, Bath & Shower Products: Company retail market share by value
              • The consumer
                • What we think
                • Issues and Insights

                  • Increasing brand loyalty
                    • The facts
                      • The implications
                        • More sophisticated claims
                          • The facts
                            • The implications
                              • Figure 3: Beauty Enhancing Claims in Brazil, July 2013 and August 2014
                              • Figure 4: Beauty Enhancing Claims worldwide, July 2013 and August 2014
                              • Figure 5: Slimming shower gel by Guinot, May 2014, France
                              • Figure 6: Slimming and anti-cellulite bar soap by Ol’eo, August 2014, the Philippines
                            • The elderly are key consumers
                              • The facts
                                • The implications
                                    • Figure 7: Anti-aging products – JuJu Bar (US) and Fiama Di Wills (india)
                                • Trend Application

                                    • Play Ethic
                                      • Sense of Intense
                                        • Mood to Order
                                        • Market Drivers

                                          • Key points
                                            • Ban on animal testing
                                              • Devaluation of the Brazilian currency
                                                • Increase in personal disposable income
                                                  • Women in the workforce
                                                    • Online sales
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Figure 8: New launches in the SBS market, by company, July 2013 – August 2014
                                                      • Naturally against bacteria
                                                        • Figure 9: Memphis’ soap Biocrema Hidratante Proteção Natural
                                                      • Nivea In-Shower Hydrating Body Lotion
                                                        • Figure 10: Nivea In-Shower Hydrating Body Lotion
                                                      • L’Occitane au Brésil
                                                        • Figure 11: L’Occitane au Brésil’s soaps in Brazil made with jenipapo and Victoria regia
                                                        • Figure 12: L’Occitane au Brésil’s soaps for exports
                                                      • Brazilian touch
                                                        • Figure 13: New SBS products containing cupuaçu
                                                        • Figure 14: Bar soap containing murumuru butter
                                                      • Other ingredients
                                                        • Figure 15: Bar and liquid soaps with added argan oil by Ecologie
                                                        • Figure 16: Bar and liquid body soaps with added argan oil by Palmolive
                                                        • Figure 17: Bar soap with collagen
                                                    • Market Size, Forecast, and Segment Performance

                                                      • Key points
                                                        • Soap, bath, and shower products market
                                                          • Figure 18: Soap, bath, and shower products: Top 10 worldwide retail markets value
                                                          • Figure 19: Retail Top 5 market value for BPC in 2013
                                                          • Figure 20: Forecast of Brazil value sales of soap, bath, and shower products, 2009-19
                                                        • Sales by segment
                                                          • Figure 21: Retail market segmentation by value
                                                        • Bar soap
                                                          • Figure 22: Forecast of Brazil value sales of bar soap products, 2009-19
                                                        • Liquid body soaps
                                                          • Figure 23: Forecast of Brazil value sales of liquid body soap products, 2009-19
                                                        • Liquid soaps (Specific use - hands, intimate, antibacterial, prescription)
                                                          • Figure 24: Forecast of Brazil value sales of liquid body soap (specific use) products, 2009-19
                                                        • Future of the market
                                                          • Forecast Methodology
                                                          • Market Share

                                                            • Key points
                                                              • The SBS market is highly fragmented
                                                                • Figure 25: Soap, bath & shower products: Company retail market share by value, 2012-13
                                                                • Figure 26: Retail market segmentation share, 2012-13
                                                            • Companies and Brands

                                                              • Unilever Group
                                                                • Product range
                                                                  • Advertising and marketing
                                                                    • Operational issues
                                                                      • Colgate-Palmolive
                                                                        • Product range
                                                                          • Advertising and marketing
                                                                            • Operational issues
                                                                              • Grupo JBS (Flora)
                                                                                • Product range
                                                                                  • Advertising and marketing
                                                                                    • Johnson & Johnson
                                                                                      • Product range
                                                                                        • Operational issues
                                                                                        • The Consumer – Usage of Soap, Bath, and Shower Products

                                                                                          • Key points
                                                                                              • Figure 27: Usage of soap, bath & shower products, April 2014
                                                                                            • Old but gold
                                                                                              • Figure 28: Usage of soap, bath & shower products, once a day or more, April 2014
                                                                                            • Liquid soaps
                                                                                              • An intimate issue
                                                                                                  • Figure 29: Usage of intimate soap, April 2014
                                                                                                • Body oils and foot care
                                                                                                  • Figure 30: Usage of body oils, by sex, April 2014
                                                                                                  • Figure 31: Usage of foot care, by sex, April 2014
                                                                                              • The Consumer – Important Features When Buying

                                                                                                • Key points
                                                                                                    • Figure 32: Important features when buying, April 2014
                                                                                                  • As soft as velvet
                                                                                                    • Products with a natural touch
                                                                                                      • Figure 33: New product launches with Botanical/Herbal claims, July 2013 – August 2014
                                                                                                      • Figure 34: New products containing Botanical/Herbal ingredients
                                                                                                    • Designing for the elderly
                                                                                                      • Men focused
                                                                                                          • Figure 35: Nivea Men Sport 3 in 1; Jequiti ZINC;
                                                                                                      • The Consumer – Attitudes & Behaviors to Buying

                                                                                                        • Key points
                                                                                                            • Figure 36: Attitudes & behaviors to buying, April 2014
                                                                                                          • Judging by its smell
                                                                                                            • Products with multiple purposes
                                                                                                              • Not so expensive anymore
                                                                                                              • The Consumer – Attitudes & Behaviors to Using

                                                                                                                • Key points
                                                                                                                    • Figure 37: Attitudes & behaviors to using, April 2014
                                                                                                                  • Old habits die hard
                                                                                                                    • Brand trust is a good indicator
                                                                                                                      • Different uses of soap
                                                                                                                        • Up for a change
                                                                                                                          • Kids and parents all sharing soaps
                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                              • Figure 38: Additional best case/worst case for total value of soap, bath, and shower products category
                                                                                                                              • Figure 39: Additional best case/worst case for bar soap value
                                                                                                                              • Figure 40: Additional best case/worst case for liquid body soap value
                                                                                                                              • Figure 41: Additional best case/worst case for liquid soaps (specific use) value
                                                                                                                          • Appendix – The Consumer – Usage of Soap, Bath, and Shower products

                                                                                                                              • Figure 42: Usage of soap, bath, and shower products, April 2014
                                                                                                                              • Figure 43: Usage of soap, bath, and shower, by demographics, April 2014
                                                                                                                              • Figure 44: Usage of liquid soap, by demographics, April 2014
                                                                                                                              • Figure 45: Usage of bar soap, by demographics, April 2014
                                                                                                                              • Figure 46: Usage of liquid hand soap, by demographics, April 2014
                                                                                                                              • Figure 47: Usage of body oils (for use at shower time or immediately after shower), by demographics, April 2014
                                                                                                                              • Figure 48: Usage of Liquid facial soap, by demographics, April 2014
                                                                                                                              • Figure 49: Usage of foot care/foot scrub (for use at shower time), by demographics, April 2014
                                                                                                                              • Figure 50: Usage of intimate soap^, by demographics, April 2014
                                                                                                                              • Figure 51: Usage of shower gel, by demographics, April 2014
                                                                                                                              • Figure 52: Important features when buying, by usage of soap, bath, and shower, April 2014
                                                                                                                              • Figure 53: Important features when buying, by usage of liquid soap, April 2014
                                                                                                                              • Figure 54: Important features when buying, by usage of bar soap, April 2014
                                                                                                                              • Figure 55: Important features when buying, by usage of liquid hand soap, April 2014
                                                                                                                              • Figure 56: Important features when buying, by usage of body oils (for use at shower time or immediately after shower), April 2014
                                                                                                                              • Figure 57: Important features when buying, by usage of Liquid facial soap, April 2014
                                                                                                                              • Figure 58: Important features when buying, by usage of foot care/foot scrub (for use at shower time), April 2014
                                                                                                                              • Figure 59: Important features when buying, by usage of intimate soap^, April 2014
                                                                                                                              • Figure 60: Important features when buying, by usage of shower gel, April 2014
                                                                                                                              • Figure 61: Attitudes and behaviors to buying, by usage of soap, bath, and shower, April 2014
                                                                                                                              • Figure 62: Attitudes and behaviors to buying, by usage of liquid soap, April 2014
                                                                                                                              • Figure 63: Attitudes and behaviors to buying, by usage of bar soap, April 2014
                                                                                                                              • Figure 64: Attitudes and behaviors to buying, by usage of liquid hand soap, April 2014
                                                                                                                              • Figure 65: Attitudes and behaviors to buying, by usage of body oils (for use at shower time or immediately after shower), April 2014
                                                                                                                              • Figure 66: Attitudes and behaviors to buying, by usage of foot care/foot scrub (for use at shower time), April 2014
                                                                                                                              • Figure 67: Attitudes and behaviors to buying, by usage of Liquid facial soap, April 2014
                                                                                                                              • Figure 68: Attitudes and behaviors to buying, by usage of intimate soap^, April 2014
                                                                                                                              • Figure 69: Attitudes and behaviors to buying, by usage of shower gel, April 2014
                                                                                                                          • Appendix – The Consumer – Important features When Buying

                                                                                                                              • Figure 70: Important features when buying, April 2014
                                                                                                                              • Figure 71: Most popular important features when buying, by demographics, April 2014
                                                                                                                              • Figure 72: Next most popular important features when buying, by demographics, April 2014
                                                                                                                              • Figure 73: Other important features when buying, by demographics, April 2014
                                                                                                                          • Appendix – The Consumer – Attitudes and Behaviors to Buying

                                                                                                                              • Figure 74: Attitudes and behaviors to buying, April 2014
                                                                                                                              • Figure 75: Most popular attitudes and behaviors to buying, by demographics, April 2014
                                                                                                                              • Figure 76: Next most popular attitudes and behaviors to buying, by demographics, April 2014
                                                                                                                              • Figure 77: Other attitudes and behaviors to buying, by demographics, April 2014
                                                                                                                          • Appendix – The Consumer – Attitudes and Behaviors to Using

                                                                                                                              • Figure 78: Attitudes and behaviors to using, April 2014
                                                                                                                              • Figure 79: Most popular attitudes and behaviors to using, by demographics, April 2014
                                                                                                                              • Figure 80: Next most popular attitudes and behaviors to using, by demographics, April 2014

                                                                                                                          Companies Covered

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

                                                                                                                          Soap, Bath and Shower Products - Brazil - October 2014

                                                                                                                          £3,277.28 (Excl.Tax)