This report looks at the following areas:
- Body skin concerns
- Responsibility for personal hygiene products purchase
- Personal hygiene products purchase and spending on personal hygiene products
- Benefits linked to bath and shower products
- Attitudes towards personal hygiene
- Male grooming products usage, considering regular routines and special occasions
- Men’s attitudes toward beauty and personal care routines
Although inflation continues to impact consumption, the category is still finding room for innovation with solutions connected to health and wellbeing.
Amanda Caridad, Senior Analyst Beauty and Personal Care – Latam
Market Definitions
This Report analyzes the personal hygiene habits of Brazilian consumers, including an analysis of consumption and spending on the categories of bath products, oral hygiene and feminine care. It also includes an analysis of the male grooming category, seeking to understand the use of personal care products and the routines of Brazilian men, as well as their attitudes toward beauty and personal care.
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Executive Summary
- What you need to know
- Outlook for the personal hygiene category
- Challenges
- DE consumers are looking for ways to save money while still using essential items
- Deodorant action is still little explored in soaps
- Photoprotection is still a neglected step even for men dedicated to skincare
- Opportunities
- Shaving routines can stimulate treatment of conditions associated with hair removal
- Firming action is a major benefit for women aged 35+
- Younger men adopt more practical routines in everyday life, and more complex ones on special occasions
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The Consumer
- Category overview
- Oral care is a key category in the hygiene routines of Brazilians
- Graph 1: personal hygiene products purchase, 2024
- Usage of hand sanitizer declines
- Graph 2: personal hygiene products purchase – hand sanitizer, 2022-24
- Consumers with higher spending have more varied usage of products
- Graph 3: repertoire analysis – spending on personal hygiene products, by personal hygiene products purchase, 2024
- Consumers who are more dedicated to body skincare are more open to innovations
- Graph 4: repertoire analysis – attitudes toward personal hygiene, by personal hygiene products purchase, 2024
- Those who take sole responsibility for purchasing personal hygiene products are more affected by rising prices
- Graph 5: responsibility for personal hygiene products purchase, by age group, 2024
- Makeup and nail products still have low penetration among men
- Graph 6: male grooming products usage – I haven’t used this, 2024
- Personal hygiene products purchase
- Oral care is a priority for consumers who live with children
- Graph 7: personal hygiene products purchase – selected items, by children living in the household, 2024
- Oral hygiene brands should offer solutions for children and adolescents
- Brands have a mission to educate parents on how to take care of their children’s oral hygiene
- From childhood to adolescence: antibacterial protection and safe ingredients
- Hair removal is an important step in men’s and women’s personal hygiene routine
- Exfoliation is a step that could be introduced into men’s routines
- Intimate hair removal is a growing sub-category for both men and women
- Campaigns can help demystify hair removal for women and men
- Rise in viral infections can increase usage of hand sanitizers
- Graph 8: personal hygiene products purchase – selected item, by socioeconomic group, 2024
- Hand sanitizers can appeal to consumers by combining practicality and hand care
- Spending on personal hygiene products
- DE consumers have more moderate monthly spending
- DE consumers’ usage is restricted to essential personal hygiene products
- Discounts at your fingertips: apps facilitate smarter shopping decisions
- Households with children have higher spending
- Graph 9: spending on personal hygiene products, by children living in the household, 2024
- Programmed shopping could help overburdened parents have more free time and save money
- Benefits linked to bath and shower products
- In addition to cleansing, deodorizing action is a desired benefit of soaps
- Opportunities for soap with odor neutralizing claims
- Brands can combine antibacterial with deodorizing action
- Exfoliating soaps can help in the treatment of body acne
- Graph 10: benefits linked to bath and shower products – exfoliating soap, by generation, 2024
- Category can take inspiration on facial skincare
- Shower oil is an ally for dry skin
- Skincare can start in the shower
- Attitudes toward personal hygiene
- Younger women are interested in sensory experiences in the shower
- Younger women are increasingly drawn to luxurious shower routines
- Graph 11: attitudes toward personal hygiene – selected items, by gender and age group, 2024
- Brands can explore and communicate sensory attributes
- Elevate the bathing experience exploring all the senses
- Even with more minimalist routines, women aged 35+ show an interest in routines focused on body care
- Graph 12: attitudes toward personal hygiene – selected items, by gender and age group, 2024
- Cleansing formulas with firming action
- Devices can boost results
- Usage of male grooming products
- Daytime routines are marked by the use of basic essential products
- Graph 13: usage of male grooming products, 2024
- Younger men are more dedicated to skincare, but sun protection is still sporadic
- Graph 14: usage of male grooming products – skincare, by gender and age group, 2024
- Sun protection is still a neglected step in skincare routines
- Brands have a mission to make it easier for men to add sun protection to their routines
- Shaving can boost younger male’s confidence on special occasions
- Graph 15: usage of male grooming products – shaving/hair removal products, by gender and age group, 2024
- In addition to Father’s Day, brands need to focus on launches on dates that generate high usage of beauty products
- North region stands out as strategic for haircare products
- Graph 16: usage of male grooming products – in my regular daytime routine, by region, 2024
- Scalp treatments have low penetration, even in night time routines
- Graph 17: usage of male grooming products – in my regular night time routine, 2024
- Products specifically designed for men can stand out
- Attitudes toward beauty and personal care routines
- Brands should adopt different approaches to attract different age groups
- Graph 18: attitudes toward beauty and personal care routines, by gender and age (%), 2024
- While younger consumers care more about skin texture, older ones worry more about firmness
- Graph 19: body skin concerns, by gender and age group, 2024
- For younger consumers: highlight cleansing formulas that improve the skin texture
- For older consumers: moisturizing formulas that improve the skin firmness
- Brands should consider shared consumption by couples
- Graph 20: attitudes towards beauty and personal care routines – selected item, by responsibility for personal hygiene products purchase, 2024
- In addition to basic personal hygiene products, brands can explore intimacy at shared moments
- Graph 21: personal hygiene products purchase, by responsibility for personal hygiene products purchase, 2024
- Bath/shower can be a stimulus to awaken intimacy in couples
- Young men combine the search for uncomplicated routines with an interest in specific beard care products for special occasions
- In regular routines: help men maintain the basics in a few steps
- On special occasions: special attention to beard care
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Key Players
- Companies and brands
- Brazilian companies have reasons to celebrate
- New entrants to the category reveal investments in personal hygiene
- Launches and innovations
- Launches support Brazilian biodiversity and body skincare
- Feminine hygiene category includes innovations focused on self-care
- B.O.B enters the oral hygiene category with plastic-free solutions
- Marketing campaigns and actions
- Ypê launches two campaigns for the Flor de Ypê and Siene brands
- Oral hygiene brands reaffirm the importance of oral health
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The Market
- Unemployment reaches 7.9%
- Graph 22: unemployment rate, 2022 to 2024
- High prices impact consumption
- Graph 23: IPCA inflation index, 2021-23
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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