2020
0
Personal Hygiene Habits – Brazil – February 2020
2020-08-27T16:09:03+01:00
OX989722
3265
123588
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Report
en_GB
Despite the economic turbulence that has pushed Brazilians’ purchasing power down, the personal hygiene category is considered essential, which means consumers haven’t stopped buying it but have been favoring cheaper…

Personal Hygiene Habits – Brazil – February 2020

£ 3,265 (Excl.Tax)

Report Summary

Despite the economic turbulence that has pushed Brazilians’ purchasing power down, the personal hygiene category is considered essential, which means consumers haven’t stopped buying it but have been favoring cheaper brands and retailers. In addition, the continued interest in eco-friendly products has encouraged brands and companies to offer products with sustainable formulations and packaging.
– Amanda Caridad, Beauty & Personal Care Senior Specialist

This Report will cover the following areas:

  • 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

Table of Contents

  1. 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

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