Consumer Trends in the Personal Hygiene Market in Brazil, 2011

NEW YORK, March 29, 2012 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Consumer Trends in the Personal Hygiene Market in Brazil, 2011

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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.

Table of Contents

1 Introduction

1.1 What is this Report About?

1.2 Definitions

1.2.1 Consumer Trends

1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)

1.2.3 End Consumers

1.2.4 Volume Units and Aggregations

1.2.5 Exchange Rates

1.2.6 Population Profiles (for interpretation of tables and charts)

1.3 Methodology

1.3.1 Introduction

1.3.2 Large scale, international, program of online consumer surveys

1.3.3 Nationally Representative results (age, gender)

1.3.4 Parents answered on their children's behalf

1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories

1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence

2.1 Cohort Groups and Personal Hygiene Market Value

2.1.1 Age Groups

2.1.2 Gender Groups

2.1.3 Location Groups

2.1.4 Education Achieved Groups

2.1.5 Wealth Groups

2.1.6 Busy Lives Groups

2.2 Cohort Groups and Market Value by Category

2.2.1 Antiperspirants & Deodorants

2.2.2 Bath & Shower Products

2.2.3 Soap

2.3 Behavioral Trends and Market Value

2.3.1 Antiperspirants & Deodorants

2.3.2 Bath & Shower Products

2.3.3 Soap

3 Consumption Analysis

3.1 Consumption Frequencies by Age and Gender

3.1.1 Antiperspirants & Deodorants

3.1.2 Bath & Shower Products

3.1.3 Soap

3.2 Consumer Profiles by Product Category

3.2.1 Antiperspirants & Deodorants

3.2.2 Bath & Shower Products

3.2.3 Soap

4 Brand vs. Private Label Choices

4.1 Brand vs. Private Label Volume Share

4.1.1 By Category

4.2 Personal Hygiene Brand Choice and Private Label Shares

4.2.1 Antiperspirants & Deodorants

4.2.2 Bath & Shower Products

4.2.3 Soap

5 The Share of Consumers Influenced by Trends

5.1 Trend Drivers of Consumers' Product Choices

5.1.1 Overall Personal Hygiene

5.1.2 Antiperspirants & Deodorants

5.1.3 Bath & Shower Products

5.1.4 Soap

6 Consumption Impact: Market Valuation

6.1 Personal Hygiene Value Impact of Consumer Consumption Behavior

6.1.1 Market Value by Category

6.1.2 Market Volume by Category

6.2 Personal Hygiene Value Analysis by Category

6.2.1 Share by Category

6.2.2 Expenditure per Capita by Category

6.2.3 Expenditure per Household by Category

6.3 Personal Hygiene Volume Impact of Consumer Behavior Trends

6.3.1 Share by Category

6.3.2 Consumption per Capita by Category

6.3.3 Consumption per Household by Category

7 Retailer Choice, Switching and Category Share of Organized Retail

7.1 Retailer Volume Share of Organized Retail by Category

7.1.1 Retail Share by Volume of Organized Retail - Antiperspirants & Deodorants

7.1.2 Retail Share by Volume of Organized Retail - Bath & Shower Products

7.1.3 Retail Share by Volume of Organized Retail - Soap

7.2 Levels of Retailer Switching in the Last Six Months

7.2.1 Matrix of Switching Behavior in Last Six Months of 2011

7.2.2 A. Angeloni Switching Analysis

7.2.3 Carrefour Switching Analysis

7.2.4 Cia Zaffari Switching Analysis

7.2.5 Companhia Brasileira de Distribuicao Switching Analysis

7.2.6 Drogasil S.A. Switching Analysis

7.2.7 Irmaos Bretas Switching Analysis

7.2.8 Irmaos Muffato Switching Analysis

7.2.9 Lojas Americanas Switching Analysis

7.2.10 Wal-Mart Switching Analysis

7.3 Profiles of End-Consumers of Personal Hygiene, by Retailer Used

7.3.1 Carrefour

7.3.2 Cia Zaffari

7.3.3 Companhia Brasileira de Distribuicao

7.3.4 Coop Cooperativa de Consumo

7.3.5 DMA Distribuidora

7.3.6 Drogasil S.A.

7.3.7 Irmaos Bretas

7.3.8 Lojas Americanas

7.3.9 Others

7.3.10 Prezunic

7.3.11 Wal-Mart

8 Appendix

8.1 About Canadean

8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Personal Hygiene Market

Table 2: Foreign Exchange Rate – BRL Vs. US$, 2011

Table 3: Brazil Survey Respondent Profile (weighted), 2011

Table 4: Brazil Personal Hygiene Value Share (%), by Age Groups, 2011

Table 5: Brazil Personal Hygiene Value Share (%), by Gender, 2011

Table 6: Brazil Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011

Table 7: Brazil Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011

Table 8: Brazil Personal Hygiene Value Share (%) by Wealth Groups, 2011

Table 9: Brazil Personal Hygiene Value Share (%) by Busy Lives Groups, 2011

Table 10: Brazil Antiperspirants & Deodorants Consumer Group Share (% market value), 2011

Table 11: Brazil Bath & Shower Products Consumer Group Share (% market value), 2011

Table 12: Brazil Soap Consumer Group Share (% market value), 2011

Table 13: Brazil Total Antiperspirants & Deodorants Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011

Table 14: Brazil Total Bath & Shower Products Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011

Table 15: Brazil Total Soap Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011

Table 16: Brazil Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 17: Brazil Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 18: Brazil Bath & Shower Products Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 19: Brazil Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 20: Brazil Soap Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 21: Brazil Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 22: Brazil Antiperspirants & Deodorants Consumer Profiles (% consumers by sub-group), 2011

Table 23: Brazil Bath & Shower Products Consumer Profiles (% consumers by sub-group), 2011

Table 24: Brazil Soap Consumer Profiles (% consumers by sub-group), 2011

Table 25: Brazil Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011

Table 26: Brazil Antiperspirants & Deodorants Survey-tracked Brand Shares by Volume (% Vol), 2011

Table 27: Brazil Bath & Shower Products Survey-tracked Brand Shares by Volume (% Vol), 2011

Table 28: Brazil Soap Survey-tracked Brand Shares by Volume (% Vol), 2011

Table 29: Brazil, Overall Personal Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011

Table 30: Brazil, Antiperspirants & Deodorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011

Table 31: Brazil, Bath & Shower Products: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011

Table 32: Brazil, Soap: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011

Table 33: Brazil Personal Hygiene Market Value (Brazilian Real million), by Category, 2011

Table 34: Brazil Personal Hygiene Market Value (US$ million), by Category, 2011

Table 35: Brazil Personal Hygiene Market Volume (Kg m or Ltrs m), by Category, 2011

Table 36: Brazil Personal Hygiene Market Share (US$ million), by Category, 2011

Table 37: Brazil Personal Hygiene Expenditure Per Capita (Brazilian Real), by Category, 2011

Table 38: Brazil Personal Hygiene Expenditure Per Capita (US$), by Category, 2011

Table 39: Brazil Personal Hygiene Expenditure Per Household (Brazilian Real), by Category

Table 40: Brazil Personal Hygiene Expenditure Per Household (US$), by Category

Table 41: Brazil Personal Hygiene Market Volume Share (Kg m or Ltrs m), by Category, 2011

Table 42: Brazil Personal Hygiene Consumption Per Capita, by Category, 2011

Table 43: Brazil Personal Hygiene Consumption Per Household (Kg m or Ltrs m / Households m), by Category, 2011

Table 44: Brazil Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011

Table 45: Brazil Bath & Shower Products Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011

Table 46: Brazil Soap Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011

Table 47: Brazil: Switchers to A. Angeloni for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 48: Brazil: Switchers to Carrefour for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 49: Brazil: Switchers From Carrefour for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 50: Brazil: Switchers to Cia Zaffari for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 51: Brazil: Switchers From Cia Zaffari for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 52: Brazil: Switchers to Companhia Brasileira de Distribuicao for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 53: Brazil: Switchers From Companhia Brasileira de Distribuicao for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 54: Brazil: Switchers to Drogasil S.A. for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 55: Brazil: Switchers From Drogasil S.A. for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 56: Brazil: Switchers to Irmaos Bretas for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 57: Brazil: Switchers From Irmaos Bretas for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 58: Brazil: Switchers to Irmaos Muffato for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 59: Brazil: Switchers From Irmaos Muffato for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 60: Brazil: Switchers to Lojas Americanas for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 61: Brazil: Switchers From Lojas Americanas for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 62: Brazil: Switchers to Wal-Mart for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 63: Brazil: Switchers From Wal-Mart for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 64: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011

Table 65: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2011

Table 66: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2011

Table 67: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2011

Table 68: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup, as tracked by the Survey), 2011

Table 69: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2011

Table 70: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2011

Table 71: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2011

Table 72: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Others (% by Subgroup, as tracked by the Survey), 2011

Table 73: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2011

Table 74: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011

List of Figures

Figure 1: Consumer Panel Report Methodology

Figure 2: Brazil Personal Hygiene Value Share (%), by Age Groups, 2011

Figure 3: Brazil Personal Hygiene Value Share (%), by Gender, 2011

Figure 4: Brazil Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011

Figure 5: Brazil Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011

Figure 6: Brazil Personal Hygiene Value Share (%) by Wealth Groups, 2011

Figure 7: Brazil Personal Hygiene Value Share (%) by Busy Lives Groups, 2011

Figure 8: Brazil Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 9: Brazil Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 10: Brazil Bath & Shower Products Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 11: Brazil Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 12: Brazil Soap Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 13: Brazil Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 14: Brazil Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011

Figure 15: Brazil Personal Hygiene Market Share (US$ million), by Category, 2011

Figure 16: Brazil Personal Hygiene Expenditure Per Capita (US$), by Category, 2011

Figure 17: Brazil Personal Hygiene Expenditure Per Household (US$), by Category

Figure 18: Brazil Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011

Figure 19: Brazil Bath & Shower Products Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011

Figure 20: Brazil Soap Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011

Figure 21: Brazil: People Who Have Switched Retailer for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Companies Mentioned

To order this report:

Hygiene Products Industry: Consumer Trends in the Personal Hygiene Market in Brazil, 2011

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