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"The category is entering a more mature phase, shaped by a discerning consumer base that is both demanding and open to experimentation, with a clear willingness to invest in personal wellbeing."
Mariana Lombardo, Research - Mintel Reports
Shower and bath rituals have taken on renewed significance, driving growth across the category. Brands are responding to rising demand for products that deliver a holistic sensory experience, encompassing texture and fragrance as well as proven efficacy. As a result, premium brands and propositions are gaining traction even within lower-ticket segments, with bar soap emerging as a key beneficiary. Overall, the category is entering a phase of maturation.
The premiumisation of shower and bath routines has transformed them into a deliberate moment of wellbeing for lower socioeconomic groups in particular. 48% of DE consumers and E consumers say they have adopted the “premium bath” trend, and 53% report adding an extra product to their shower and bath routine in the past 12 months. Among AB consumers, 47% say they have become more selective about the body cleansing products they purchase, while 39% report increased selectiveness around product choice over the same period.
Discerning consumers are drawn to high-quality products that deliver a rich sensory experience, positioning small luxuries as a key source of everyday indulgence. Strengthening associations with skincare benefits and elevating the role of the fragrances category can play a decisive role in shaping purchase decisions. However, the primary challenge remains expanding the product portfolio in a context of economic uncertainty and heightened price sensitivity.
This Report provides a comprehensive analysis of Brazilian consumers’ showering and bathing habits and routines, examining behavioral patterns, choice criteria and spending preferences across soap, bath and shower product categories. The products covered in the consumer survey include:
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