Brazil Deodorants and Body Products Market Report 2022
£ 3,265 (Excl.Tax)
Report Summary
“Deodorants and body products are essential items in Brazilian consumers’ routines. In recent years, the search for formulas that offer benefits usually found in facial skincare products has been encouraged largely by consumers’ awareness of skin conditions and desire to take better care of their body skin. At the same time, health concerns have increased the demand for milder formulas free from controversial ingredients. As interest in wellness-focused routines grows, the body care category becomes an important step of self-care focused routines.”
– Amanda Caridad, Beauty and Personal Care Senior Analyst
This Report discusses the following key topics:
• Skin color and skin conditions and how these factors influence consumption of deodorants/antiperspirants and body products
• Use of deodorants, antiperspirants and body products
• Most consumed deodorant and antiperspirant formats
• Reasons for using deodorants and antiperspirants
• Important claims in deodorants and antiperspirants
• Important claims in body products
• Interest in and willingness to pay more for innovations in deodorants and antiperspirants
• Attitudes toward the use of deodorants, antiperspirants and body products
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- What you need to know
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Executive Summary
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- Market overview
- Analyst outlook
- Figure 1: Analyst outlook for the deodorants and body products category, August 2022
- Challenges
- Deodorants with safe and efficient formulas may appeal to parents of children in early puberty
- New hair removal routines could increase interest in formulas that inhibit hair growth
- Frequent use of antiperspirants may drive demand for gentler formulas
- Opportunities
- Butt skincare may increase demand for body scrubs
- Ceramides can be used in body products aimed at skin that suffers from acne and dryness
- Health concerns drive interest in aluminum-free natural deodorants
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Market Drivers
- Unemployment falls to the lowest level since 2015, but inflation continues to impact incomes
- Despite a drop in June, inflation remains above double digits for the 10th consecutive month
- Conflict in Ukraine affects the cosmetics industry production chain
- Hygiene, perfumery and cosmetics category grows 6.5% in Q1 2022
- Unemployment falls to the lowest level since 2015, but inflation continues to impact incomes
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Key Players
- Companies and brands
- Coty innovates by developing an alternative to D5 silicone in antiperspirant aerosol deodorant formula
- Natura invites for self-care with the Tododia line
- Figure 2: Natura presents Self-Care Cards – Brazil, 2022
- Nivea reinforces the celebration of Black ancestry with exclusive products for black skin and a web series
- Figure 3: NIVEA presents Radiant Beauty – Brazil, 2022
- Figure 4: NIVEA presents Power of Touch – Brazil, 2022
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- Figure 5: Nivea and Marie Claire celebrate the International Afro-Latin American and Afro-Caribbean Women’s Day – Brazil, 2022
- Rexona invites LGBTQIAP+ athletes to share their stories
- Figure 6: Rexona campaign – Brazil, 2022
- Boticário launches Nativa SPA Ruby Strawberry with actions in multiple channels
- Figure 7: Native Spa Ruby Strawberry – Brazil, 2022
- B.O.B joins the body care category with solid deodorants
- Figure 8: B.O.B presents new solid deodorants – Brazil, 2022
- Nivea’s Natural & Essencial seeks inspiration in nature to offer more sustainable solutions
- Figure 9: Nivea presents Natural & Essencial – Brazil, 2022
- Nativa SPA innovates with formulas that fight body swelling
- Figure 10: New Nativa SPA Ginseng and Caffeine – Brazil, 2022
- P&G launches women’s deodorant brand Secret in Brazil
- Figure 11: Secret launched in Brazil – Brazil, 2022
- Case study
- AKT begins expansion plan after a $2 million investment
- Figure 12: The Deodorant Balm AKT
- Fussy wins over UK consumers by offering natural and sustainable deodorants
- Figure 13: Fussy deodorants
- Companies and brands
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Deodorants/Antiperspirants and Body Products Usage
- Deodorants with safe and efficient formulas may appeal to parents of children in early puberty
- Figure 14: Deodorants/antiperspirants and body products usage, by parental status, 2022
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- Figure 15: Deodorants with formulas developed for kids
- Hand creams may appeal to Baby Boomers by offering photoaging protection
- Figure 16: Deodorants/antiperspirants and body products usage, by generation, 2022
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- Figure 17: Hand creams that prevent photoaging
- Butt skincare may increase demand for body scrubs
- Figure 18: Deodorants/antiperspirants and body products usage, by gender and age group, 2022
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- Figure 19: Body scrubs for body acne treatment
- Deodorants with safe and efficient formulas may appeal to parents of children in early puberty
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Deodorants and Antiperspirants Formats
- Consumers with an active lifestyle prefer aerosol
- Figure 20: Deodorants and antiperspirants formats, by age, 2022
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- Figure 21: Antiperspirants that offer high effectiveness in protecting against sweat and bad odors
- Women who use other scented products are more likely to choose fragrance-free roll-on deodorants
- Figure 22: Deodorants and antiperspirants formats, by gender and age group, 2022
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- Figure 23: Fragrance-free roll-on deodorants with antiperspirant action
- New hair removal routines could increase interest in formulas that inhibit hair growth
- Figure 24: Deodorants and antiperspirants formats, by remote work, 2022
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- Figure 25: Deodorants that inhibit or delay hair growth
- Consumers with an active lifestyle prefer aerosol
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Reasons for the Use of Deodorants and Antiperspirants
- As an extension of personal hygiene routines, deodorants should focus on consumers’ sensory experience
- Figure 26: Reasons for the use of deodorants and antiperspirants, by gender and age group, 2022
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- Figure 27: Deodorants that communicate fast-drying claims
- “Clinical” formulas can be a strategic differential, despite the price barrier
- Figure 28: Reasons for the use of deodorants and antiperspirants, by socioeconomic group, 2022
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- Figure 29: Economical-positioned “clinical” antiperspirant deodorants
- Aluminum-free antiperspirants are gentler alternatives for women suffering from hyperhidrosis
- Figure 30: Reasons for the use of deodorants and antiperspirants, by gender, 2022
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- Figure 31: Deodorants and antiperspirants without aluminum salts indicated for individuals with hyperhidrosis
- Figure 32: Visto.Bio kit
- As an extension of personal hygiene routines, deodorants should focus on consumers’ sensory experience
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Important Claims in Deodorants and Antiperspirants
- Deodorants and antiperspirants can increase market share by investing in invisible technology and pleasant fragrances
- Figure 33: TURF Analysis – Important claims in deodorants and antiperspirants, 2022
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- Figure 34: Deodorants and antiperspirants that bring together attributes valued by Brazilians
- Protection against stains might be explained by the desire to prolong clothes’ life
- Figure 35: Important claims in deodorants and antiperspirants, by gender and age group, 2022
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- Figure 36: Deodorants and antiperspirants that do not stain clothes
- Convenience is valued by seniors and can improve user experience
- Figure 37: Important claims in deodorants and antiperspirants, by age group, 2022
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- Figure 38: Easy-to-use deodorants and antiperspirants
- Deodorants and antiperspirants can increase market share by investing in invisible technology and pleasant fragrances
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Important Claims in Body Products
- Body products can boost consumption among young women by offering professional treatments for stretch marks
- Figure 39: Important claims in body care products, by gender and age group, 2022
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- Figure 40: Body care products for stretch marks
- Ceramides can be used in body products aimed at skins that suffer from acne and dryness
- Figure 41: Important claims in body care products, by working and student status, 2022
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- Figure 42: Body products formulated with ceramides for the treatment of acne-prone and dry skin
- Body products can boost consumption among young women by offering professional treatments for stretch marks
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Innovations in Deodorants and Antiperspirants
- Reusable packaging can attract consumers from the North region who show concern about waste and environmental impact
- Figure 43: Innovations in deodorants and antiperspirants, by region, 2022
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- Figure 44: Deodorants in stick format with reusable packaging
- Figure 45: Haan Morning Glory deodorant
- Health concerns drive interest in aluminum-free natural deodorants
- Figure 46: Innovations in deodorants and antiperspirants, by socioeconomic group, 2022
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- Figure 47: Natural deodorants with aluminum-free formulas
- In addition to armpits, probiotics can help control odor-causing bacteria in other parts of the body
- Figure 48: Innovations in deodorants and antiperspirants, by employment status, 2022
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- Figure 49: Body deodorants formulated with prebiotics and probiotics
- Reusable packaging can attract consumers from the North region who show concern about waste and environmental impact
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Attitudes toward Deodorants, Antiperspirants and Body Products
- Body care brands are challenged to help consumers deal with flaws through inclusive and diverse language
- Figure 50: Attitudes toward deodorants, antiperspirants and body products, by student status, 2022
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- Figure 51: Boticário’s image bank
- Frequent use of antiperspirants may drive demand for gentler formulas
- Figure 52: Attitudes toward deodorants, antiperspirants and body products, by parental status and gender, 2022
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- Figure 53: Deodorants with soft formulas indicated to treat ingrown hairs
- Use of accessories can help consumers maximize the benefits of skincare products
- Figure 54: Attitudes toward deodorants, antiperspirants and body products, by working and student status, 2022
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- Figure 55: Weleda and Holistix team up to offer self-care routines
- Figure 56: Products for body drainage at home
- Body care brands are challenged to help consumers deal with flaws through inclusive and diverse language
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Appendix – Abbreviations
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Appendix – Market Size and Market Share
- Market size
- Figure 57: Retail sales of deodorants and antiperspirants, by value – Brazil, 2014-2022
- Figure 58: Retail sales of body products, by value – Brazil, 2014-2022
- Market share
- Figure 59: Leading companies’ market share in the retail sales of deodorants and antiperspirants, by value – Brazil, 2019-2020
- Figure 60: Leading companies’ market share in the retail sales of body products, by value – Brazil, 2019-2020
- Market size
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