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Brazil Soap, Bath and Shower Products Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Soap, Bath and Shower Products market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report examines consumer attitudes and behaviors toward soap, bath and shower products.

The consumer research section covers the interest in and use of various types of products: liquid hand soap, bar hand soap, hand sanitizer gel, liquid body wash/shower gel, bar body shower soap, shower body scrub, in-shower moisturizer, bath soak products (eg bubble bath, bath bomb, salts), bath/shower oil, combined hair and body wash, facial cleanser (liquid or soap bar), and feminine hygiene soap. The market data in the Appendix covers all retail channels, including direct sales. This market covers solid and liquid soap, bath and shower products for men, women, unisex, and for babies and children in the following subcategories:

  • Bar Soap: This includes all soap in the bar format, including baby soap, family soap, deodorant/scented soap, intimate soap, medicated soap, bacterial/sanitizer soap, syndetic soap
  • Liquid/gel hand soap: This includes all hand soap in the liquid/gel format: baby soap, family soap, deodorant/scented soap, intimate soap, medicated soap, bacterial/sanitizer soap liquids, and gels
  • Shower: This includes gels, creams, body wash, scrubs, body shampoos, and mousses
  • Bath: This includes foams, oils, gels, milk, pearls, salts, melts, tablets and powders

Excluded:Facial cleansers and scrubs and talcum powder

Expert analysis from a specialist in the field

Written by Juliana Martins, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The soap, bath and shower products market has some challenges in Brazil. The industry needs to be aware of the risks certain materials can cause to the environment and to people, such as microplastics in scrubs, for example. In addition, it's important that soap, bath, and shower products use less water, both during the manufacturing process and when they are used by consumers. Juliana Martins
Beauty & Personal Care Specialist

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Brands need to rethink their manufacturing processes
              • Consumers see liquid soap as safer and gentler than bar soap
                • Figure 1: Bar body shower soap vs. liquid body wash/shower gel, November 2018
              • Opportunities
                • Liquid soaps that get food smell off the hands can appeal to DE consumers
                  • Figure 2: Products used, by selected product and socioeconomic group, November 2018
                • Sponges soaked with facial or body soaps can bring innovation to the market
                  • Figure 3: Attitudes toward soap, bath and shower products, by selected attitude and gender, November 2018
                • Single-use products could decrease the chances of sharing between people
                  • Figure 4: Behaviors toward soap, bath and shower products, by gender, November 2018
                • What we think
                • Market Drivers

                  • Water scarcity must be taken into consideration during the manufacturing process
                    • Growing access to the internet can boost sales of products that protect the skin against the blue light
                      • Soaps can take advantage of opportunities that arise with global warming and pollution
                        • There is an opportunity for brands to invest more in products for mature skin
                          • The dollar can increase the final price of products
                          • Key Players – What You Need to Know

                            • Three companies have more than half of the market share
                              • Brands reposition their products
                                • Innovations from abroad could bring differentiation to Brazil
                                  • Kleenex and Alepia innovate in different ways
                                  • Market Share

                                    • Unilever dominates the category of shower products
                                      • Figure 5: Companies’ shares in the retail market of soap, bath and shower products, by value, Brazil, 2016-17
                                  • Marketing Campaigns and Actions

                                    • Francis' soaps have been repositioned
                                      • Figure 6: Francis campaign, August 2018
                                    • Francis makes a promotion to engage with consumers
                                      • Figure 7: Francis campaign, August 2018
                                    • Natura offers customization of soaps for Valentine's Day
                                      • Dermafeme presents country singers as ambassadors of the brand
                                        • Figure 8: Dermafeme campaign, August 2018
                                      • Lux Botanicals launches various efforts to celebrate a new concept
                                        • Figure 9: Lux Botanicals campaign, July 2018
                                      • Protex launches a new line with products' samples
                                        • Johnson & Johnson renews its line of products for children
                                          • L'Occitane au Brésil partner with an optical shop
                                            • Natura and Azul airline distribute soap to passengers
                                              • Mothers receive homage from the Baby Dove campaign
                                                • Figure 10: Baby Dove campaign, May 2018
                                              • Dermacyd launches new intimate soap
                                                • Figure 11: Dermacyd campaign, May 2017
                                            • Who's Innovating?

                                              • Antibacterial soaps can benefit from the probiotics trend
                                                • Figure 12: Global launches of soap, bath and shower products positioned as "antibacterial," top 5 countries and Brazil, Jan 2010-Dec 2018
                                              • Products have the power to give consumers a unique sensory experience
                                                • Figure 13: Global launches of soap, bath and shower products positioned as "seasonal," top 5 countries and Brazil, Jan 2015-Nov 2018
                                              • Soaps that control odor can bring innovation to the male audience
                                                • Figure 14: Global launches of soap, bath and shower products positioned as "male," Jan 2016-Nov 2018
                                            • Case Studies

                                              • Kleenex launches bar soap in Mexico
                                                • Figure 15: Kleenex campaign, August 2015
                                              • Alepia recreates ancestry soaps from Aleppo
                                                • Figure 16: Alepia campaign, March 2018
                                            • The Consumer – What You Need to Know

                                              • Brazilians have an interest in products such as body scrub
                                                • Some consumers shower in the morning to wake themselves up
                                                  • Consumers show how they differentiate bar and liquid soaps
                                                    • Millennials can be attracted by natural products and women by innovative sponges
                                                      • Many Brazilians store soaps at home
                                                      • Products Used

                                                        • Multifunctional scrubs can bring innovation to the market
                                                          • Figure 17: Products used, by selected products, November 2018
                                                        • DE consumers may be interested in liquid hand soaps that get food smell off
                                                          • Figure 18: Products used, by selected product and socioeconomic group, November 2018
                                                        • Multifunctional bar soaps can attract women aged 55+
                                                          • Figure 19: Products used, by selected product and women age, November 2018
                                                      • Shower Behaviors

                                                        • Coffee- and guaraná-based formulas could help consumers feel awake in the morning
                                                          • Figure 20: Shower behaviors, November 2018
                                                        • Facial cleaning soaps in stick format can help those who shower more than once a day
                                                          • Figure 21: Shower behaviors, by selected behavior and interest in products, November 2018
                                                        • Products that are quick to use and facilitate shaving can attract young men
                                                          • Figure 22: Shower behaviors, by selected behavior and men age, November 2018
                                                      • Bar Body Shower Soap vs Liquid Body Wash/Shower Gel

                                                        • Bar soaps can be seen as gentler and safer for sensitive skin
                                                          • Figure 23: Bar body shower soap vs liquid body wash/shower gel, November 2018
                                                        • Complete lines of home products with strong fragrances could please AB consumers
                                                          • Figure 24: Bar body shower soap vs. liquid body wash/shower gel, by socioeconomic group, November 2018
                                                        • Brands and stores can encourage men to buy refill liquid soaps
                                                          • Figure 25: Bar body shower soap vs liquid body wash/shower gel, by gender, November 2018
                                                          • Figure 26: Lush Naked Shower Gel campaign, September 2017
                                                      • Attitudes toward Soap, Bath and Shower Products

                                                        • Millennials would pay more for products with natural ingredients
                                                          • Figure 27: Attitudes toward soap, bath and shower products, November 2018
                                                        • Sponges soaked with facial or body soaps can bring innovation to the market
                                                          • Figure 28: Attitudes toward soap, bath and shower products, by selected attitude and gender, November 2018
                                                      • Behaviors toward Soap, Bath and Shower Products

                                                        • Direct sales brands could make promotions to attract those aged 55+
                                                          • Figure 29: Behaviors toward soap, bath and shower products, November 2018
                                                        • Single-use products could decrease the chances of sharing between people
                                                          • Figure 30: Behaviors toward soap, bath and shower products, by gender, November 2018
                                                        • Soaps with specific claims could make fewer men use the same soap to wash their hands and take a shower
                                                          • Figure 31: Behaviors toward soap, bath and shower products, by gender, November 2018
                                                      • Appendix – Abbreviations

                                                        • Abbreviations
                                                        • Appendix – Market Size

                                                          • Market size
                                                            • Figure 32: Retail sales of soap, bath and shower products, by value – Brazil, 2013-17
                                                          • Market share
                                                            • Figure 33: Companies’ shares in the retail market of soap, bath and shower products, by value, Brazil, 2016-17