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Executive Summary
- What consumers want and why
- Challenges
- Opportunities
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THE CONSUMER
- Category overview and consumer profiles
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DEODORANTS AND ANTIPERSPIRANTS
- Key market indicators
- Features that stand out as important when choosing deodorants and antiperspirants
- Fragrance and skincare are essential priorities
- Graph 2: important attributes in deodorants and antiperspirants, 2025
- Long-lasting
- Women prioritize skincare and health, while men tend to be more loyal to their favorite brands
- Graph 3: important attributes in deodorants and antiperspirants, by gender 2025
- Care that goes beyond aesthetics
- Brazilians have been using deodorant and antiperspirant more frequently
- Graph 4: attitudes toward deodorants and antiperspirants, 2025
- Formulas that take care of the skin
- Bridge products
- Cross-industry: supplements that act as deodorants
- Different niches for the category
- Expanding the role of deodorants
- Whole body protection
- Intimate region
- Protection for the whole body and intimate area
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BODYCARE
- Key market indicators
- The pursuit of wellbeing rewrites the rules
- Motivations driving bodycare
- Bodycare gains a new status
- Graph 5: attitudes toward body products, 2025
- What matters to different generations
- Graph 6: attitudes toward body products, by generation, 2025
- Graph 7: attitudes toward body products, by generation, 2025
- Evening the skin
- Target set, result guaranteed
- On the radar: Ozempic, Mounjaro and bodycare
- Consumers seek body products that offer long-lasting fragrance and added benefits
- Graph 8: important attributes in bodycare products, 2025
- Body skincare focused on specific needs
- Opportunities in the market for black consumers
- Graph 9: frequency of body cream usage, by race/ethnicity, 2025
- Graph 10: frequency body lotion usage, by race/ethnicity, 2025
- Innovation and representativeness
- Skin cooling: a claim to be considered
- Skin-cooling products for all ages
- Bodycare and neuroscience
- Bodycare, synonymous with renewal
- Graph 11: attitudes toward body products, by socioeconomic group, 2025
- Boosting wellbeing with technology
- Wellbeing revolution with bodycare products
- Bodycare: an essential haven for parents
- Gourmand products
- Delicious textures and small moments of happiness
- Sportcare: bodycare that transforms habits and markets
- Why are Brazilians exercising more?
- Graph 12: reasons to exercise, 2024
- Practical products focused on training and wellbeing
- Products designed for athletes in everyday life
- Bodycare that aids in pre-workout
- Hand care products can be icons of desire
- Hand care: an alternative to win over aspirational consumers
- Graph 13: frequency of hand lotions/creams and hand masks usage, 2025
- Beyond deep hydration: 51% of consumers seek added skincare benefits
- Antiseptics and hand cream gain prestige in the bodycare segment
- Men and women maintain a consistent hand care routine
- Hand creams with a focus on the male consumer are an opportunity for brands
- Strategies for the consumer cutting expenses
- Even with a tight budget, Brazilians moisturize their skin
- Graph 14: frequency of body cream usage, 2025
- Attracting the consumer with better cost-benefit and performance
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Key Players
- Companies and brands
- Interest in clean label
- Natura & Co’s simplification agenda
- Natura at the top of the Merco ESG ranking in Brazil
- Market shows interest in the bodycare category
- Launches and innovations
- Ypê invests in body moisturizers under its Flor de Ypê brand
- Caring for the little ones
- Marketing campaigns and actions
- O Boticário Women’s Research Center
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THE MARKET
- IOF tax increase and the market
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APPENDIX – Definition, Methodology and Abbreviations
- Methodology
This report looks at the following areas:
- Market size and forecast
- Opportunities and market drivers
- How consumers use bodycare and deodorant products: usage and frequency
- Attitudes and behaviors toward bodycare and deodorant products
- New statuses and different performances of bodycare products
- Product trends.
The bodycare and deodorant category is growing; however, economic challenges and the decline in Brazilians' purchasing power could impact the market. Additionally, evolving consumer aspirations, shaped by current behaviors and lifestyles, are influencing new directions in brand performance and communication strategies.
Mariana Lombardo, Research – Mintel Reports
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