2022
0
Brazil Personal Hygiene Habits Market Report 2022
2022-04-11T04:00:43+01:00
OX1100293
3265
150433
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Report
en_GB
“The past year has been marked by new challenges, such as the water and energy crises, and the aggravation of existing problems, such as menstrual poverty. In a context of…

Brazil Personal Hygiene Habits Market Report 2022

£ 3,265 (Excl.Tax)

Report Summary

“The past year has been marked by new challenges, such as the water and energy crises, and the aggravation of existing problems, such as menstrual poverty. In a context of socioeconomic difficulties, Brazilians have tried to find ways to save money but have kept assiduous hygiene habits, with a significant consumption of shower, oral and intimate hygiene products. Women’s awareness of how their different hormonal cycles influence their physical and emotional health opens new opportunities for innovation in the intimate hygiene and care category, and it challenges brands to adopt a more diverse and representative language.”
Amanda Caridad, Beauty and Personal Care Senior Analyst

This Report looks at the following areas:

  • Usage of soap, bath and shower products, and frequency of use
  • Bath and shower routines
  • Usage of oral hygiene products and feminine hygiene products
  • Behaviors toward oral care
  • Current menstruation status
  • Behaviors toward menstruation

Table of Contents

  1. Overview

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

            • Market overview
              • Analyst outlook
                • Figure 1: Analyst outlook for the personal hygiene category, 2022
              • Challenges
                • Fast rinse is a new differential for consumers who use bar soap
                  • Reusable menstrual pads are challenged to communicate cost-benefit to women from the DE class
                    • Oral hygiene routines can communicate emotional benefits to consumers who suffer from stress-related disorders
                      • Opportunities
                        • Shower oils can offer convenience to mothers
                          • “Mask mouth” can boost demand for mouthwashes with probiotics
                            • Sexual health and wellness are new demands to be explored by feminine hygiene brands
                            • Market Drivers

                              • Brazil records lower unemployment rate since the beginning of the pandemic
                                • Worst water crisis in 91 years affects Central-West, Southeast and South regions
                                  • Inflation reaches 10.06% due to economic and political instability
                                    • Cases of COVID-19 among children may lead parents to adopt stricter hygiene habits
                                      • Menstrual poverty gains attention during the pandemic
                                      • Key Players

                                        • Companies and brands
                                          • Discussion on herpes during reality show mobilizes oral hygiene brands on social media
                                            • Figure 2: Oral-B posts educational content on cold sores – Brazil, 2021
                                            • Figure 3: Colgate posts content on cold sores – Brazil, 2021
                                          • B.O.B enters the intimate hygiene segment with the aim of revolutionizing the category
                                            • Figure 4: B.O.B and Marieli Mallman join forces to promote an “intimate revolution” – Brazil, 2021
                                          • With “PPK SAC” and Kira platform, Intimus connects to consumers addressing women’s sexuality and health
                                            • Figure 5: Intimus announces the launch of Kira platform – Brazil, 2021
                                            • Figure 6: Influencer Thaynara OG discusses sexuality in the PPK SAC – Brazil, 2021
                                            • Figure 7: Gynecologist and obstetrician answers questions from followers – Brazil, 2021
                                          • Optimism is the central point of Colgate’s new campaign for the Latin American market
                                            • Figure 8: Colgate campaign – Brazil, 2021
                                            • Figure 9: Colgate playlist
                                          • Pantys launches first menstrual underwear for trans men
                                            • Figure 10: Pantys launches Boxer – Brazil, June 2021
                                          • Feminine hygiene brands mobilize to fight menstrual poverty
                                            • Figure 11: Always campaign – Brazil, 2021
                                            • Figure 12: Sempre Livre offers content on menstrual dignity – Brazil, 2021
                                            • Figure 13: Korui joins NGO to donate menstrual collectors
                                            • Figure 14: #PantysProtest campaign – Brazil, 2021
                                          • Oral-B launches new electric brush with artificial intelligence
                                            • Figure 15: Magalu shows differentials of Oral-B new electric brush – Brazil, 2021
                                          • Case study
                                            • Inciclo grows 156% in 2021 and succeeds on social media addressing female pleasure
                                              • Figure 16: Inciclo explains about female anatomy – Brazil, 2022
                                              • Figure 17: Reusable Inciclo products
                                          • Usage of Soap, Bath and Shower Products

                                            • Exfoliating soaps can be positioned as a self-care stage for sleep improvement
                                              • Figure 18: Usage of soap, bath and shower products, by working and student status, 2021
                                              • Figure 19: Bath scrubs with sleep-enhancing benefits
                                            • Shower oils can offer convenience to mothers
                                              • Figure 20: Usage of soap, bath and shower products, by gender and parental status, 2021
                                              • Figure 21: Shower oils that can be shared by mothers and children
                                            • Bubble bath can help parents create more fun routines for children
                                              • Figure 22: Usage of soap, bath and shower products, by children living in the household, 2021
                                              • Figure 23: Bubble bath suitable for children, 2021
                                          • Frequency of Use of Soap, Bath and Shower Products

                                            • Fast rinse technology can be incorporated by bar soaps to help consumers reduce shower time
                                              • Figure 24: Frequency of use of soap, bath and shower products, by socioeconomic group, 2021
                                              • Figure 25: Bar soaps with fast rinse technology
                                            • Concerns about hand protection can increase penetration of liquid soaps into the daily routine of young consumers
                                              • Figure 26: Frequency of use of soap, bath and shower products, by age group, 2021
                                              • Figure 27: Liquid soaps with moisturizing properties
                                            • Facial soaps can explore relaxation benefits during shower time to increase frequency of use among young men
                                              • Figure 28: Frequency of use of soap, bath and shower products, by gender and age group, 2021
                                              • Figure 29: Facial soaps with antistress action
                                          • Bath and Shower Routines

                                            • Pet owners who live in regions affected by the water crisis seek conscious use of water
                                              • Figure 30: Bath and shower routines – CHAID – Tree output, 2021
                                              • Figure 31: Pet cleaning products inspired by beauty and personal care products
                                            • Hand sanitizers are still an indispensable product, especially for parents of young children
                                              • Figure 32: Bath and shower routines, by children living in the household, 2021
                                              • Figure 33: Hand sanitizers that are suitable for children
                                            • Brazilians in flexible work regimes choose bath routines focused on wellbeing
                                              • Figure 34: Bath and shower routines, by remote work, 2021
                                              • Figure 35: Bath products with aromatherapic claim
                                          • Usage of Other Personal Hygiene Products

                                            • “Mask mouth” can boost demand for mouthwashes with probiotics
                                              • Figure 36: Usage of other personal hygiene products, by remote work, 2021
                                              • Figure 37: Mouthwashes with portable packaging and formulated with probiotics
                                            • Seniors can be attracted by dental floss with more natural formulas
                                              • Figure 38: Usage of other personal hygiene products, by age group, 2021
                                              • Figure 39: Examples of dental floss with natural formulas for plate/tartar removal
                                            • Reusable menstrual pads are an economic alternative for women from the DE socioeconimic group
                                              • Figure 40: Usage of other personal hygiene products, by socioeconomic group, 2021
                                              • Figure 41: Fleurity reusable pads
                                              • Figure 42: Pantys and Sempre Livre underwear
                                          • Behaviors toward Oral Care

                                            • Consumers need to be made aware of the importance of changing toothbrushes regularly
                                              • Figure 43: Behaviors toward oral care, by gender and age group, 2021
                                              • Figure 44: Oral-B explains important electric toothbrush care – Brazil, 2018
                                              • Figure 45: Oral-B Indicator Color Collection – Brazil, 2021
                                            • Oral hygiene routines can communicate emotional benefits to consumers who suffer from stress-related disorders
                                              • Figure 46: Behaviors toward oral care, by working and student status, 2021
                                              • Figure 47: Oral hygiene products that promote holistic benefits
                                            • AB consumers may be interested in doing orthodontic and aesthetic treatments at home
                                              • Figure 48: Behaviors toward oral care, by socioeconomic group, 2021
                                              • Figure 49: Invisalign gathers patient testimonials about the use of aligners – Brazil, 2021
                                              • Figure 50: Caio Castro presents Orthopride’s tooth whitening treatment
                                          • Current Menstruation Status

                                            • Brands should be more representative to serve women who suffer from menopausal urinary incontinence
                                              • Figure 51: Current menstruation status, by age group, 2021
                                              • Figure 52: Exclusive solutions for women suffering from menopausal urinary incontinence
                                            • Food supplements can be allies in combating the physical and emotional symptoms of PMS
                                              • Figure 53: Current menstruation status, by age group, 2021
                                              • Figure 54: Food supplements to relieve the physical and emotional symptoms of PMS
                                          • Behaviors toward Menstruation

                                            • Sexual health and wellness are new demands to be explored by feminine hygiene brands
                                              • Figure 55: Behaviors toward menstruation, by current menstruation status, 2021
                                              • Figure 56: Queen V intimate region care products
                                              • Figure 57: Dr. Barbara Sturm V Collection
                                            • Facial care brands can develop products that respect women’s hormonal changes
                                              • Figure 58: Behaviors toward menstruation, by age group, 2021
                                              • Figure 59: MiYé facial care products
                                              • Figure 60: Amareta develops facial skincare products with a holistic approach
                                          • Appendix

                                            • Abbreviations

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