Brazil Personal Hygiene Habits Market Report 2021
£ 3,265 (Excl.Tax)
Report Summary
“The COVID-19 pandemic has raised the importance of personal hygiene categories. Despite the social isolation, Brazilians have adopted more intense hygiene habits, including in their routines the use of products hitherto considered niches, such as liquid soap, hand sanitizer and wet wipes. Brands find a favorable context to innovate with formulations that deliver benefits related to emotional wellbeing, especially bath products. Brazilians also demonstrate an interest in portable formats that offer protection against microorganisms in different segments.”
– Amanda Caridad, Beauty and Personal Care Senior Analyst
This Report covers the following areas:
- Impacts of COVID-19 on the personal hygiene category
- Consumption of personal hygiene products, including the segments of bath products, oral hygiene, intimate hygiene and paper products, including tissues and toilet paper
- Most important attributes on bath and shower products and oral hygiene products
- Shopping behaviors of personal care products in different channels, including physical and online retailers
- Brazilians’ interest in innovation in products, formats and interactions with personal hygiene brands
- Personal hygiene routines of different demographic groups under the impact of the pandemic
Table of Contents
-
Overview
- What you need to know
- Key issues covered in this Report:
- Definition
- COVID-19: market context
- What you need to know
-
Executive Summary
-
- Market overview
- Impact of COVID-19 on personal hygiene habits
- Figure 1: Predicted impact of COVID-19 in short-, medium- and long-term on personal hygiene habits, March 2021
- The impact so far
- Short and medium term (March to December 2021)
- Long term (2022-25)
- Mintel Trend Drivers
- Figure 2: Mintel Trend Drivers
- Challenges
- Intimate hygiene brands have the challenge of offering more options to women after menopause
- Bath products find new demand for relaxation associated with protection against microorganisms
- The do-it-yourself movement represents a challenge and an opportunity for personal hygiene brands
- Opportunities
- Concerns about “maskne” may expand adherence to the double facial skin cleansing technique
- Use of face mask also brings opportunities for the category of oral hygiene
- Liquid soaps stand out during the pandemic, and brands can take advantage of the context to expand their use
-
-
Market Drivers
- Unemployment reaches new historical record
- Even after GDP decline, OECD raises Brazil’s economic growth projection for 2021
- COVID-19 pandemic impacts the consumption of feminine hygiene products in Brazil
- Use of personal hygiene products has sharp growth during the pandemic
- Unemployment reaches new historical record
-
Key Players – What You Need to Know
- Brands invest in campaigns to raise awareness on personal hygiene and break the menstruation stigma
- Brazilians want more than disinfection, opening opportunities for antibacterial products that promote wellbeing and skincare
- Granado and AhoAloe show good performance after adopting online and offline sales strategies
- Brands invest in campaigns to raise awareness on personal hygiene and break the menstruation stigma
-
Marketing Campaigns
- Oral-B retakes the brand’s purpose by carrying out a campaign to encourage Brazilians to take care of their oral health
- Figure 3: Oral-B campaign – Brazil, January 2021
- Colgate partners with pharmacies to promote its “Bright Smiles, Bright Futures” program
- Intimus donates sanitary pads and provides free consultations to vulnerable young people
- Figure 4: Intimus donates sanitary pads to vulnerable girls and adolescents – Brazil, November 2020
- Sempre Livre invites consumers to understand their menstrual cycle
- Figure 5: #VivaSeuCiclo campaign – Brazil, September 2020
- Figure 6: Sempre Livre partners with EduK and TPM magazine
- Sempre Livre and Plan International carry out an initiative to stimulate debate on menstruation and gender equality
- Figure 7: #TamoJunta campaign – Brazil, June 2020
- Pantys and Gabriela Prioli donate period panties to inmates in prison units in São Paulo
- Figure 8: Gabriela Prioli and Pantys donate period panties to inmates
- Pantys and Loungerie focus on women’s self-esteem during menstruation
- Figure 9: New collaboration between Pantys and Loungerie – Brazil, August 2020
- Oral-B retakes the brand’s purpose by carrying out a campaign to encourage Brazilians to take care of their oral health
-
Who’s Innovating?
- Bath products can innovate by combining aromatherapy with antibacterial action
- Figure 10: Total global launches of bath products with “aromatherapy” and “antibacterial” claims by top five markets, January 2019 to February 2021
-
- Figure 11: Bath products with “aromatherapy” and “antibacterial” claims
- Hand sanitizers with natural appeal have growth potential among Brazilians
- Figure 12: Hand sanitizers with “natural” claim
- Bath products can innovate by combining aromatherapy with antibacterial action
-
Case Studies
- Granado grew by 4% in 2020 and presents an expansion plan in Europe
- Figure 13: Granado celebrates 150 years with exhibition and book launch – Brazil, January 2020
- AhoAloe grew by 700% in 2020 with products that combine sustainability with the principles of Ayurveda
- Figure 14: Larissa Pessoa and Rodrigo Lanhoso open AhoAloe store in São Paulo
- Figure 15: AhoAloe body care line
- Granado grew by 4% in 2020 and presents an expansion plan in Europe
-
The Consumer – What You Need to Know
- AB consumers represent the largest target audience for shower gels, as well as parents of children under 18 for mouthwashes
- Functional cleaning benefits combined with hydration and perfuming are the most valued by Brazilians when choosing bath products
- Professional results attract younger women, while AB consumers prefer more natural formulations in oral care products
- Retailers can invest in strategies to expand online channels, while direct selling brands can innovate their ways of experimenting with products
- Private labels stand out among AB consumers, while Brazilians who sometimes work from home are interested in portable hygiene products
- Wet wipes with double bactericidal and moisturizing action may attract young people from Generation Z after the pandemic
- AB consumers represent the largest target audience for shower gels, as well as parents of children under 18 for mouthwashes
-
Personal Hygiene Products Purchase
- Shower gels may attract AB consumers by communicating protection of the skin’s protective barrier
- Figure 16: Personal hygiene products purchase, by socioeconomic group – Brazil, December 2020
-
- Figure 17: Shower gels with formulations that help maintain the skin’s hydrolipidic layer
- There are still few product options for postmenopausal intimate hygiene
- Figure 18: Personal hygiene products purchase, by generation – Brazil, December 2020
-
- Figure 19: Intimate feminine soaps indicated to be used after menopause
- Mouthwash consumption is higher in homes with children under 18
- Figure 20: Personal hygiene products purchase, by parental stats – Brazil, December 2020
-
- Figure 21: Mouthwashes suitable for children and adolescents
- Shower gels may attract AB consumers by communicating protection of the skin’s protective barrier
-
Most Important Attributes on Bath and Shower Products
- Most Brazilians value products that offer functional cleaning benefits combined with hydration and perfuming
- Figure 22: TURF analysis – Most important attributes on bath and shower products – Brazil, December 2020
-
- Figure 23: Soaps that offer deep cleansing, hydration and pleasant scent
- Double cleansing technique can gain supporters by offering deep cleansing and helping prevent “maskne”
- Figure 24: Most important attributes on bath and shower products, by personal hygiene products purchase – Brazil, December 2020
-
- Figure 25: Products for double facial cleansing technique
- Brands may combine antibacterial action with relaxation benefits to please consumers who do not work at home
- Figure 26: Most important attributes on bath and shower products, by working status and remote work – Brazil, December 2020
-
- Figure 27: Soaps with antibacterial appeal that promote relaxation
- Most Brazilians value products that offer functional cleaning benefits combined with hydration and perfuming
-
Most Important Attributes on Oral Hygiene Products
- Convenient solutions that protect against bad breath can gain space with the use of a face mask
- Figure 28: Most important attributes on oral hygiene products – Brazil, December 2020
-
- Figure 29: Oral care products that offer convenience
- Women aged 16-34 have an interest in products that offer professional results at home
- Figure 30: Most important attributes on oral hygiene products, by gender and age group – Brazil, December 2020
-
- Figure 31: Oral care products that offer professional results at home
- AB consumers are the target audience for more natural products
- Figure 32: Most important attributes on oral hygiene products, by socioeconomic group – Brazil, December 2020
-
- Figure 33: Oral care products with natural formulas and free from toxins
- Convenient solutions that protect against bad breath can gain space with the use of a face mask
-
Purchase Channel of Personal Hygiene Products
- Online channels can gain space among women who sometimes buy bath products online
- Figure 34: Purchase channel of personal hygiene products, by attitudes toward personal hygiene – Brazil, December 2020
-
- Figure 35: L’Occitane en Provence gives five reasons to buy online – Brazil
- Figure 36: L’Occitane au Brésil sells products via WhatsApp – Brazil
- Figure 37: iFood courier has protection
- Free samples attract consumers who buy personal care products in physical stores and online
- Figure 38: Purchase channel of personal hygiene products, by attitudes toward personal hygiene – Brazil, December 2020
-
- Figure 39: O Boticário and Degusta offer free product samples
- Online channels can gain space among women who sometimes buy bath products online
-
Attitudes toward Personal Hygiene
- Private labels stand out among AB consumers
- Figure 40: Attitudes toward personal hygiene, by socioeconomic group – Brazil, December 2020
-
- Figure 41: Private label hygiene products
- Brands could invest in face mask hygiene products, offering benefits related to wellness and facial skincare
- Figure 42: Attitudes toward personal hygiene, by working status and remote work – Brazil, December 2020
-
- Figure 43: Sprays for hygiene and discomfort relief from the use of face mask
- Consumers who work and study join the “do-it-yourself” movement
- Figure 44: Attitudes toward personal hygiene, by working and student status – Brazil, December 2020
-
- Figure 45: Examples of device and actions that help consumers make their cosmetics at home
- Private labels stand out among AB consumers
-
Personal Hygiene Routines
- Liquid soap gains market during the pandemic
- Figure 46: Personal hygiene routines under the impact of COVID-19 – Brazil, December 2020
-
- Figure 47: Liquid soaps with antibacterial, moisturizing and pleasant fragrance claims
- Wet wipes with double bactericidal and moisturizing action may attract young people from Generation Z after the pandemic
- Figure 48: Personal hygiene routines under the impact of COVID-19, by generation – Brazil, December 2020
-
- Figure 49: Portable wipes with formulas containing natural actives and moisturizers
- Liquid soap gains market during the pandemic
-
Appendix – Abbreviations
- Abbreviations
- Abbreviations
Why Mintel?
Gain access to high quality market research with every purchase of Mintel’s consumer reports. Here's what else you can expect when buying from us:
Mintel’s Clients Portal
After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal which provides instant access to supplementary insights from Mintel’s industry experts.
Multiple Report Formats
Mintel’s reports are available in PDF and PPT formats, and arrive in your inbox alongside an excel datasheet, so you can share Mintel’s market intelligence with ease.
Interactive Databook
Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
Custom Presentations
Using Mintel’s custom presentation tool, you can easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Portuguese Version Available
Mintel’s Brazil consumer reports are also available in Portuguese, and can be accessed through our clients portal post-purchase.*
*Please note that translation times may vary, so Portuguese language versions may not be accessible immediately. Please contact us for more information.
Browse our sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
Trusted by companies. Big and small.
