Brazil Personal Hygiene Habits Market Report 2020

Overview

• What you need to know
• Definition

Executive Summary

• Challenges
• Unemployment rate and personal hygiene industry performance improve
• Consumers with children seek services that provide shopping convenience
• In addition to competitive prices, consumers seek experience and entertainment at cash and carry retailers
• Discomfort with tissues encourages brands to offer smoother options
• Opportunities
• Wellbeing and sustainability are important for women who buy feminine hygiene products
• Retailers can boost toilet paper online sales offering special prices and delivery options
• Oral care brands can combine the microbiome health and functional benefits with natural formulations
• Young men are more likely to use premium oral care products to avoid going to the dentist
• What we think

Market Drivers

• 12.8 million unemployed people in Brazil in 2019
• Congress approves economic reform measures
• Currency devaluation may raise prices of personal hygiene products
• Cosmetics, toiletry and fragrance industry register moderate growth
• Natura closes acquisition of Avon and becomes the world’s fourth-largest beauty group
• Despite good results in Brazil, Coty plans to sell its operation in the country

Key Players – What you need to know

• Sustainability is a key theme for brands of personal care and household paper products
• Interest in natural ingredients and sustainable claims boost launches of oral care and intimate hygiene products
• Oral-B Genius X bets on technology to educate consumers on how to brush their teeth as a professional would

Marketing campaigns and actions

• Colgate Luminous White highlights inspiring young people on its package
  • Figure 1: Colgate Luminous White Creme Dental Brilliant Mint White Anticárie com Flúor (Brilliant Mint Flavored Anti-Cavity Toothpaste with Fluoride), May 2019
• Sempre Livre partners with Pantys to launch absorbent underwear
  • Figure 2: Sempre Livre absorbent underwear launched in partnership with Pantys – Brazil, May 2019
• Colgate distributes oral care kits in underserved communities throughout Brazil
  • Figure 3: Colgate-Palmolive campaign, October 2019
• Colgate expands its presence among young consumers with the acquisition of Hello Products
  • Figure 4: Example of a box sent to subscribers of the Hello Products plan
• Avon features “Call 180” logo on its packaging
  • Figure 5: “Call 180” logo on Avon products, Brazil, December 2019
• Avon stops testing products on animals
• Granado celebrates 150th anniversary
  • Figure 6: Granado celebrates 150 years with special packaging, January 2020
• Copapa launches first sustainable toilet paper, with a plastic packaging that becomes fertilizer
  • Figure 7: Copapa Carinho Eco Green – Brazil, January 2020

Who’s Innovating?

• Consumers have an interest in oral care products made with natural ingredients
  • Figure 8: Launches of “natural” oral care products, by region, Jan 2017-Jan 2020
• • Figure 9: Toothpastes with “natural” claim
• Women have an interest in sustainable intimate hygiene products
  • Figure 10: Launches of “sustainable” feminine hygiene products, by region, Jan 2017-Jan 2020
  • Figure 11: Love Mousse Tampon Révolution (Revolutionary Tampons), France, November 2019
• • Figure 12: Einhorn feminine hygiene products
  • Figure 13: Einhorn video on sustainable actions in Tanzania

Case Studies

• The Flex Company promises greater comfort and freedom to women
  • Figure 14: The Flex Company offers menstrual disc and cup, US
• Oral-B Genius X helps consumers monitor their tooth brushing with artificial intelligence technology
  • Figure 15: Oral-B launches toothbrushes with artificial intelligence, US, March 2019
• • Figure 16: Oral-B Genius presents toothbrush with artificial intelligence technology for perfect tooth brushing, March 2019

The Consumer – What you need to know

• Digital delivery services offer comfort and convenience to consumers with children
• Retailers can encourage the purchase of toilet paper, tissues and wet wipes online
• Search for younger appearance increases demand for oral care products
• Odor control and antibacterial protection are among the most important benefits for women
• Unemployed consumers can be attracted by sustainable actions in exchange for discounts and rewards
• Brazilian women associate the use of menstrual collectors with sustainable practices

Products Purchased

• Digital delivery services offer comfort and convenience to consumers with children
  • Figure 17: Products purchased, by children in the household – Brazil, December 2019
• • Figure 18: Avocado app, Brazil
• Feminine hygiene brands can innovate by focusing on wellbeing for young women
  • Figure 19: Products purchased, by female age group – Brazil, December 2019
• • Figure 20: Cora and MYLILY offer pads that promise comfort for modern woman
  • Figure 21: Thinx offers sport period-proof underwear for active women
• • Figure 22: Ruby and ModiBodi offer swimsuits and sports clothes for women who want to swim during their menstrual period

Retail Channels

• Retailers can encourage the purchase of toilet paper, tissues and wet wipes online
  • Figure 23: Retail channels – Brazil, December 2019
• Wholesalers can invest in entertainment actions to improve the purchasing experience
  • Figure 24: Retail channels, by gender, age group and the segment of products – Brazil, December 2019
• Beauty and personal care products attract AB consumers, who seek expert support
  • Figure 25: Retail channels, by socioeconomic group – Brazil, December 2019

Purchase Drivers: Oral Care

• Oral care brands can combine the microbiome health and functional benefits with natural formulations
  • Figure 26: Purchase drivers: oral care – Brazil, December 2019
• • Figure 27: Oral care products with microbiome benefits
• Search for younger appearance increases demand for oral care products
  • Figure 28: Purchase drivers: oral care, by age group – Brazil, December 2019
• • Figure 29: Oral care products that offer whitening benefit
• Innovations in terms of ingredients can attract men in search of bad breath protection
  • Figure 30: Purchase drivers: oral care, by gender – Brazil, December 2019
• • Figure 31: Oral care products that fight bad breath
  • Figure 32: Ascentical Feste Zahnpasta (Solid Toothpaste, France, September 2018)

Purchase Drivers: Feminine Hygiene Products

• Odor control and antibacterial protection are among the most important benefits for women
  • Figure 33: Purchase drivers: feminine hygiene products – Brazil, December 2019
• • Figure 34: Prean Toilet Paper Spray transforms toilet paper into wet wipe, US
• Brands can invest in formats and natural ingredients that deliver freshness to female consumers
  • Figure 35: Purchase drivers: feminine hygiene products, by gender and age group – Brazil, December 2019
• • Figure 36: Feminine hygiene products with refreshing/breathable attribute
  • Figure 37: Feminine deodorants and hygiene products
• Companies associated with sustainable values innovate by demystifying controversial topics on women’s health
  • Figure 38: DAME launches first reusable internal pad applicator
  • Figure 39: “How to use (and reuse) your DAME applicator,” November 2019
• • Figure 40: Pantys absorbent underwear, Brazil, July 2017
  • Figure 41: Pantys campaign, Brazil, July 2017

Brand Perception

• Unemployed consumers can be attracted by sustainable actions in exchange for discounts and rewards
  • Figure 42: Brand perception, by working status and product segment – Brazil, December 2019
• • Figure 43: Love Beauty and Planet recycling and refill point in São Paulo – Brazil, January 2020
• Oral care products can attract men by reflecting their personality
  • Figure 44: Brand perception, by gender and age group – Brazil, December 2019
• • Figure 45: Oral care products for men
• Beauty brands can attract AB consumers with campaigns that encourage curiosity
  • Figure 46: Brand perception, by socioeconomic group – Brazil, December 2019
• • Figure 47: Boticário distributes free samples – Brazil, January 2020

Attitudes and Behaviors toward Personal Hygiene Products

• Male tissue users dislike the discomfort they can cause
  • Figure 48: Attitudes and behaviors toward personal hygiene products, CHAID analysis – Brazil, December 2019
• • Figure 49: Tissues that offer a soft touch
• Brazilian women associate the use of menstrual collectors with sustainable practices
  • Figure 50: Attitudes and behaviors toward personal hygiene products, by gender and age group – Brazil, December 2019
• • Figure 51: OrganiCup, UK
  • Figure 52: DivaCup, US

Appendix – Abbreviations