Bars of soap are standout items within Brazil’s bath and shower products segment (soap and other items for the bath and shower), representing 78.5% of the market. Liquid soap sales make up 3.7% of sales; bath gel 8.4% and intimate areas soap 7.1% of the total.
For companies seeking innovation, diversifying soap lines is not a new strategy in the industry. The differential today is offering products with innovative concepts and special fragrances, whose identity lies in fine perfumery. The main trends for this sector are audience diversification (with an emphasis on the male audience), new packaging that helps maintain product integrity, children’s ‘perfuming’ for the adult audience and the concept of skincare as fine perfumery.
In 2008 the Brazilian bath and shower products market had a turnover the equivalent of 2.85 billion reais and in 2013 of 5.10 billion, with the forecast for 2018 an increase to 7.07 billion reais in sales. Growth in retail market value in local currency was 27.0% in 2008 and 10.5% in 2013, with the forecast for 2018 put at 5.9%.
Brazil had a retail market turnover in this sector in dollars of a little over 1 billion and a half in 2008 and 2.361 billion dollars in 2013, with the forecast for 2018 set at 2.700 billion. As a percentage this represents a growth of 35.3% in 2008 and -0.2% in 2013, with the forecast of sector growth of 3.4% in 2018.
Spending per capita of the Brazilian population in the bath and shower products market was 8.13 dollars in 2008 and 11.74 in 2013, with a forecast for 2018 of 12.90. The segment as proportion of Brazil’s gross domestic product (GDP) was around 0.094301 in 2008 and 0.10534 in 2013, with the forecast set to hover around 0.098840 in 2018.
Overall, Brazil’s bath and shower products market had a turnover of 4,616 (four billion, six hundred and sixteen million reais) in 2012, divided into a turnover of 3,725 billion in bars of soap, 479 million in shower products and 412 million reais in liquid soap and bath gel.
In 2013 Brazil’s bath and shower products market had a turnover of 5,101 (five billion, one hundred and one million reais), divided into a turnover of 4,097 billion in bars of soap, 575 million in shower products and 428 million reais in liquid soap and bath gel.
Summary: Annual Growth Rate
Over the last 5 years, Brazil’s mean annual growth rate in the bath and shower products segment was 9.3%.
Over the next 5 years, the forecast is for a mean annual growth rate of 6.6%.
Companies’ market share in Brazil’s bath and shower products sector:
Unilever PLC
In 2012, 26.4%; in 2013, also 26.4%.
Colgate-Palmolive Company
In 2012, 23.5%; in 2013, 21.2%.
Grupo JBS (Flora)
In 2012, 7.2%; in 2013, also 7.2%.
Johnson & Johnson Services, Inc.
In 2012, 6.8%; in 2013,6.3%.
Beiesdorf AG
In 2012, 6.1%; in 2013, 5.6%.
Casa Granado Laboratórios, Farmácias e Drogarias SA
In 2012, 4.1%; in 2013, 4.7%.
Memphis S.A.
In 2012, 2.6%; in 2013, also 2.6%.
Indústrias Reunidas Raymundo da Fonte S.A.
In 2012, 2.1%; in 2013, 2.2%.
Química Amparo Ltda.
In 2012, 1.6%; in 2013,1.7%.
Hypermarcas, S.A.
In 2012, 1.1%; in 2013, also 1.1%.
The L’ Oréal Group
In 2012, 0.8%; in 2013, also 0.8%.
Others
In 2012, 17.7%; in 2013, 20.3%.
Bath and shower products: research data.
Retail market definitions: Research was carried out in a market including liquid soaps and bars of soaps and bath and shower products. Market value is based on sales across all sales channels, including direct sale to the consumer.
Segments definitions:
Bars of soap: This segment includes soap for babies, families, deodorizing soap, intimate-areas soap, medicated soaps, antibacterial /disinfectant soaps, soaps for sensitive skin (syndet), in bars or other formats.
Bath products: This segment includes products in the form of foams, oils, gels, milks, pearls, salts, liquids, capsules and powder to be added to the bathwater.
Liquid soap/Gel soap: This segment includes soap for babies, families, deodorizing soap, intimate-areas soap, medicated soaps, antibacterial /disinfectant soaps in liquid and gel forms.
Shower products: This segment includes gels, creams, body wash products, exfoliating products, body shampoos and mousses.
Included in the research: Products for men, women, children, babies and unisex products.
Excluded from the research: Facial soap and exfoliates, talcums.
Sources: Pesquisa Mintel / Mintel Research
III Caderno de Tendências 2014-2015 da ABIHPEC / ABIHPEC’s III Book of Trends, 2014-2015