Consumer Trends in the Personal Hygiene Market in Brazil

Synopsis

This report provides the results for the Brazilian Personal Hygiene market from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?
Marketers in the Brazilian Personal Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market sizes which show exactly the size of consumer groups, how much of the Personal Hygiene market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
High levels of usage mean that in volume terms the market is highly developed. Population growth will therefore likely have a key role in shaping future usage volumes, but for value growth marketers are likely to need to find ways of offering value-added, premium products.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

Consumer survey data for the following specific categories: Antiperspirants & Deodorants, Bath & Shower Products and Soap.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

For brands and private label sales able to be tracked by the survey volume shares for 2011 are given.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

Survey results show that the overall penetration of private labels in personal hygiene market in Brazil remains less than 2% by volume. This suggests that Brazilian consumers prefer branded products in this category, but also that in the future this may be an area Private Labels seek to target.

Based on the survey results the top five retailers of Personal Hygiene products in Brazil account for more than 80% of volume sales, showing a high degree of consolidation.

Several consumer survey trends also play a significant role in determining consumers’ consumption choices. In particular as people aged they appear to seek out products that either meet their beauty needs or desires for products that offer new experiences when used. Effectively targeting these areas are likely to be key battlegrounds in terms of product positioning between brands in the future.