2020
0
Deodorants and Body Products: Incl Impact of COVID-19 – Brazil – July 2020
2020-10-17T04:02:04+01:00
OX990100
3265
126094
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Report
en_GB
“Body care products and deodorants are part of many Brazilians’ daily routine. In addition to being associated with their personal hygiene, consumers have demonstrated a high interest in formulations that…

Deodorants and Body Products: Incl Impact of COVID-19 – Brazil – July 2020

£ 3,265 (Excl.Tax)

Report Summary

“Body care products and deodorants are part of many Brazilians’ daily routine. In addition to being associated with their personal hygiene, consumers have demonstrated a high interest in formulations that deliver health and wellbeing benefits, by means of aromatherapy-inspired fragrances and textures that awaken their senses. It is likely that the demand for products that provide a holistic experience will increase after the pandemic, as a form of relaxation.”
– Amanda Caridad, Beauty & Personal Care Senior Analyst

This Report covers the following areas:

  • The impact of COVID-19 on consumer behavior and the deodorants and body care products market
  • How the market will fare in the post-COVID-19 slowdown
  • Habits, behaviors, attitudes and perceptions of the Brazilian consumer
  • Usage of products by and analysis of different demographic groups
  • Product innovations during and after the pandemic

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market overview
              • The impact of COVID-19 on deodorants and body products
                • Figure 1: Expected impact of COVID-19 on deodorants and body products, in the short, medium and longer term, July 2020
              • The impact so far
                • Deodorant brands have the opportunity to explore exercise routines at home
                  • Self-care rituals boost consumption of body products that offer a spa experience at home
                    • Figure 2: Body moisturizers that provide sensory experiences
                  • Short and medium term (2 years)
                    • Deodorant brands could explore the antibacterial claim more clearly
                      • Figure 3: Nivea Men Intense Control Clinical Antitranspirante em Barra (Antiperspirant Stick) – Brazil, March 2020
                    • Beyond “hygienization,” skin protection becomes crucial
                      • Figure 4: Series of stories on Instagram made by CeraVe – Brazil, May 2020
                    • Refillable packaging meets the demands for sustainability and affordable prices
                      • Figure 5: Natura Tododia Cereja e Avelã Desodorante Hidratante Corporal (Cherry and Hazelnut Body Hydrator) – Brazil
                    • Long term (2-5 years)
                      • Demand for natural products grows, driven by consumers’ search for security and transparency
                        • Figure 6: Natural deodorants
                      • Challenges
                        • Impacted by the economic downturn, Brazilians are more sensitive to price
                          • Men find few options of natural spray deodorants that offer long-lasting hydration
                            • Opportunities
                              • Eco-friendly deodorant packaging appeals to women who value more sustainable consumption
                                • Body splash can provide a feeling of cleanliness and protection against germs
                                  • Women with children under age 18 are a potential target for sheet body masks
                                    • What we think
                                    • Market Drivers

                                      • The pandemic has changed habits and priorities, increasing the search for wellbeing
                                        • Showering frequency during the pandemic can positively impact the use of deodorants/antiperspirants
                                          • Impacted by the economic downturn, Brazilians are more sensitive to price
                                            • Essential hygiene and personal care items boost the sector’s growth
                                            • Key Players – What you need to know

                                              • Brazil reaffirms its strategic importance for the category
                                                • Boticário Group raises awareness about the Brazilian forests, while L’Occitane au Brésil changes its positioning
                                                  • Sustainability and naturalness play important roles in the category
                                                    • Visto.Bio creates a spray that eliminates the coronavirus, and Wild Cosmetics launches a natural and sustainable deodorant
                                                    • Market Share

                                                      • Multinational companies dominate Brazil’s deodorants and antiperspirants market
                                                        • Figure 7: Leading companies’ retail sales share of deodorants and antiperspirants, by value – Brazil, 2018-19
                                                      • Body care products market is highly competitive and led by two national companies
                                                        • Figure 8: Leading companies’ retail sales share of body care products, by value – Brazil, 2018-19
                                                    • Marketing Campaigns and Actions

                                                      • Boticário Group uses Instagram to raise awareness of Brazilian forests’ illegal deforestation
                                                        • Figure 9: Boticário Group’s brands raise awareness of illegal deforestation among Instagram followers
                                                      • Garnier launches “Green Beauty,’ a sustainable initiative aimed at reducing the brand’s environmental impact by 2025
                                                        • Figure 10: Garnier launches the Green Beauty campaign – Brazil, July 2020
                                                      • L’Occitane au Brésil creates new slogan and repositions its brand in the Brazilian market
                                                        • Figure 11: Fernanda Souza reveals L’Occitane au Brésil new positioning – Brazil, July 2020
                                                      • Dove invites competitors to take part in a new campaign
                                                        • Figure 12: Dove invites soap brands to reinforce the importance of washing hands – Brazil, June 2020
                                                      • Natura invites couples to share their stories during the pandemic
                                                        • Figure 13: Natura Valentine’s Day campaign – Brazil, June 2020
                                                      • Rexona encourages the practice of physical exercise during the quarantine
                                                        • Figure 14: Rexona campaign – Brazil, April 2020
                                                        • Figure 15: Rexona offers free exercise classes to followers
                                                      • Rexona launches a deodorant range inspired by the singer Anitta
                                                        • Figure 16: Rexona by Anitta – Brazil, February 2020
                                                        • Figure 17: Rexona by Anitta was launched during Carnival 2020
                                                      • Nivea Flower Market promotes a sensorial experience in São Paulo
                                                        • Figure 18: Nivea Flower Market – Brazil, November 2019
                                                      • Natura invites women to challenge stereotypes in a new campaign
                                                        • Figure 19: Natura campaign – Brazil, September 2019
                                                    • Who’s Innovating?

                                                      • Body care products could invest in eco-friendly packaging
                                                        • Figure 20: Total launches of body care products with ethical and environmental claims, by top five regions – 2017-19
                                                        • Figure 21: UpCircle and P&G innovate with ethical and sustainable products
                                                      • Brazil is a potential market for natural deodorants
                                                        • Figure 22: Total launches of deodorants with a natural claim, by top five countries – 2017-19
                                                        • Figure 23: Deodorants with a natural claim
                                                    • Case Studies

                                                      • Visto.Bio antiseptic deodorant is recognized as one of the top five global innovations in the fight against the coronavirus
                                                        • Figure 24: Visto.Bio antiseptic deodorant is effective against the coronavirus
                                                      • Wild Cosmetics gains popularity by launching the world’s first compostable and biodegradable deodorant
                                                        • Figure 25: Wild Cosmetics launches the world’s first deodorant with compostable and biodegradable packaging, July 2020
                                                        • Figure 26: Wild Cosmetics deodorant
                                                    • The Consumer – What you need to know

                                                      • Lifestyle impacts consumer choice of deodorants and antiperspirants
                                                        • Portable aerosol formats that offer discretion and convenience on the go appeal to Brazilians
                                                          • Women and Brazilians aged 55+ seek deodorants that offer skincare benefits
                                                            • Deodorants that contain vitamins appeal to Generation Z, while AB consumers seek detox solutions
                                                              • Body moisturizers could offer unique benefits to men
                                                                • Probiotics could boost usage of foot moisturizer, and body moisturizers could invest in new textures
                                                                  • Anti-friction balms attract students with a busy lifestyle
                                                                  • Deodorants and Antiperspirants Usage

                                                                    • Men have an interest in spray deodorants with moisturizing action and organic or natural formula
                                                                      • Figure 27: Deodorants and antiperspirants usage, by gender – Brazil, April 2020
                                                                      • Figure 28: Spray deodorants with a plant-based formula
                                                                    • Cream antiperspirants that provide long-lasting protection, pleasant fragrance and anti-staining benefits appeal to women aged 16-34
                                                                      • Figure 29: Deodorants and antiperspirants usage, by gender and age – Brazil, April 2020
                                                                      • Figure 30: Cream deodorants and antiperspirants with attributes that appeal to women aged 16-34
                                                                    • Students who exercise may have an interest in deodorants inspired by aromatherapy
                                                                      • Figure 31: Deodorants and antiperspirants usage, by status as a student – Brazil, April 2020
                                                                      • Figure 32: Spray deodorants inspired by aromatherapy
                                                                  • Usage Occasion of Deodorants and Antiperspirants

                                                                    • Portable formats may attract Brazilians who use aerosol deodorants on the go
                                                                      • Figure 33: Usage occasion of deodorants and antiperspirants – Brazil, April 2020
                                                                      • Figure 34: Aerosol deodorants in a compact and portable format
                                                                    • Brazilians with an active lifestyle have an interest in stick antiperspirants that provide long-lasting protection
                                                                      • Figure 35: Usage occasion of deodorants and antiperspirants – Brazil, April 2020
                                                                      • Figure 36: Stick antiperspirants aimed at consumers who exercise
                                                                    • Normally used after showering, the roll-on format could innovate to deliver cotton fabric benefits
                                                                      • Figure 37: Usage occasion of deodorants and antiperspirants – Brazil, April 2020
                                                                      • Figure 38: After-shower roll-on antiperspirants
                                                                  • Most Important Claims for Deodorants and Antiperspirants

                                                                    • Women aged 16-24 seek products that lighten underarm skin
                                                                      • Figure 39: Most important claims for deodorants and antiperspirants, by gender and age – Brazil, April 2020
                                                                      • Figure 40: Deodorants and antiperspirants that lighten underarm skin
                                                                    • Fragrance-free formulations attract consumers aged 55+
                                                                      • Figure 41: Most important claims for deodorants and antiperspirants, by age – Brazil, April 2020
                                                                      • Figure 42: Free-fragrance deodorants with hypoallergenic formulas for sensitive skin
                                                                  • Interest in Deodorant and Antiperspirant Innovations

                                                                    • Deodorants in refillable packaging may attract women who value sustainable consumption
                                                                      • Figure 43: Interest in deodorant and antiperspirant innovations, by gender – Brazil, April 2020
                                                                      • Figure 44: Deodorants with refillable packaging
                                                                    • Formulations containing vitamins may attract Gen Zs focused on health benefits
                                                                      • Figure 45: Interest in deodorant and antiperspirant innovations, by generation – Brazil, April 2020
                                                                      • Figure 46: Natural deodorants enriched with vitamins
                                                                    • Natural alternatives to the use of antiperspirants may attract AB consumers interested in detox products
                                                                      • Figure 47: Interest in deodorant and antiperspirant innovations, by socioeconomic group – Brazil, April 2020
                                                                      • Figure 48: Products that offer detox action
                                                                  • Body Care Products Usage

                                                                    • Body creams and lotions can boost usage among men
                                                                      • Figure 49: Body care products usage, by gender – Brazil, April 2020
                                                                      • Figure 50: Body creams and lotions for men
                                                                    • Antibacterial body splash may attract students who also work
                                                                      • Figure 51: Body care products usage, by status as a student and worker – Brazil, April 2020
                                                                      • Figure 52: For All Folks Antibacterial Body Mist – Mexico, March 2020
                                                                    • Anti-staining hand moisturizers appeal to men aged 35+
                                                                      • Figure 53: Body care products usage, by gender and age – Brazil, April 2020
                                                                      • Figure 54: Anti-staining hand creams and lotions
                                                                  • Most Important Claims for Body Care Products

                                                                    • There is space for deodorant foot spray that contains probiotics
                                                                      • Figure 55: Most important claims for body care products, by body care products usage – Brazil, April 2020
                                                                      • Figure 56: Foot products with probiotics
                                                                    • Body moisturizers with changing textures can appeal to those who use these products when showering
                                                                      • Figure 57: Most important claims for body care products, by body care products usage – Brazil, April 2020
                                                                      • Figure 58: L’Occitane Sabonete Líquido de Amêndoa Shower Shake (Almond Liquid Soap) – Brazil, November 2019
                                                                  • Interest in Body Care Innovations

                                                                    • Relaxing products gain space during the pandemic
                                                                      • Figure 59: Interest in body care innovations – Brazil, April 2020
                                                                      • Figure 60: Body moisturizers that provide relaxation and wellbeing
                                                                    • Anti-friction balms to be used before exercise may appeal to students
                                                                      • Figure 61: Interest in body care innovations, by status as a student – Brazil, April 2020
                                                                      • Figure 62: Stick anti-friction balms for those who exercise
                                                                    • Sheet body masks could target women with children at home
                                                                      • Figure 63: Interest in body care innovations, by parental status – Brazil, April 2020
                                                                      • Figure 64: Sheet body mask for specific areas
                                                                  • Attitudes toward Body Care, Deodorants and Antiperspirants

                                                                    • Solid and portable formats may attract Brazilians
                                                                      • Figure 65: Attitudes toward body care, deodorants and antiperspirants – Brazil, April 2020
                                                                      • Figure 66: Body care products with portable packaging and solid format
                                                                    • Antiperspirants could offer antibacterial protection to both skin and clothes
                                                                      • Figure 67: Attitudes toward body care, deodorants and antiperspirants, by gender and age – Brazil, April 2020
                                                                      • Figure 68: Antiperspirants that offer odor protection
                                                                  • Appendix – Abbreviations

                                                                    • Abbreviations
                                                                    • Appendix – Market Size and Market Share

                                                                      • Market Size
                                                                        • Figure 69: Retail sales of deodorants and antiperspirants, by value – Brazil, 2014-20
                                                                        • Figure 70: Retail sales of body care products, by value – Brazil, 2014-20
                                                                      • Market Share
                                                                        • Figure 71: Leading companies’ retail sales share of deodorants and antiperspirants, by value – Brazil, 2018-19
                                                                        • Figure 72: Leading companies’ retail sales share of body care products, by value – Brazil, 2018-19

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