Synopsis

This report provides the results for the Oral Hygiene market in Brazil from Canadean’s unique, highly detailed and proprietary study 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 behaviours, 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

Marketers in the Oral Hygiene market in Brazil 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 provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Oral Hygiene market in Brazil they account for and which consumer trends drive their behaviour, and as such allows marketers to develop strong growth strategies.

Scope

Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – and as such marketers need to know what these trends are and be able to quantify their influence in the market.
This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the market by examining over 20 consumer trends and the share of sales across over 30 consumer groups.

Reasons To Buy

The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights

Detailed category coverage is provided, covering the Dental Floss market, the Denture Care market, the Toothbrushes and Replacement Heads market, the Toothpaste market and the Breath Freshners (non-confectionery) market.
Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each product category covered.
Detailed brand and private label category shares for 2011 for each product category
Unique retailer choice and switching data at the product category level for 2011

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 childrens 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 Oral 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 Breath Fresheners (non Confectionery)
2.2.2 Dental Floss
2.2.3 Denture Care
2.2.4 Mouthwash
2.2.5 Toothbrushes & Replacement Heads
2.2.6 Toothpaste
2.3 Behavioural Trends and Market Value
2.3.1 Breath Fresheners (non Confectionery)
2.3.2 Dental Floss
2.3.3 Denture Care
2.3.4 Mouthwash
2.3.5 Toothbrushes & Replacement Heads
2.3.6 Toothpaste
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Breath Fresheners (non Confectionery)
3.1.2 Dental Floss
3.1.3 Denture Care
3.1.4 Mouthwash
3.1.5 Toothbrushes & Replacement Heads
3.1.6 Toothpaste
3.2 Consumer Profiles by Product Category
3.2.1 Breath Fresheners (non Confectionery)
3.2.2 Dental Floss
3.2.3 Denture Care
3.2.4 Mouthwash
3.2.5 Toothbrushes & Replacement Heads
3.2.6 Toothpaste
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Oral Hygiene Brand Choice and Private Label Shares
4.2.1 Breath Fresheners (non Confectionery)
4.2.2 Dental Floss
4.2.3 Denture Care
4.2.4 Mouthwash
4.2.5 Toothbrushes & Replacement Heads
4.2.6 Toothpaste
5 The Share of Consumers influenced by Trends
5.1 Trend Drivers of Consumers Product Choices
5.1.1 Overall Oral Hygiene
5.1.2 Breath Fresheners (non Confectionery)
5.1.3 Dental Floss
5.1.4 Denture Care
5.1.5 Mouthwash
5.1.6 Toothbrushes & Replacement Heads
5.1.7 Toothpaste
6 Consumption Impact: Market Valuation
6.1 Oral Hygiene Value Impact of Consumer Consumption Behaviour
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Oral 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 Oral Hygiene Volume Impact of Consumer Behaviour Trends
6.3.1 Share Growth 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
7.1 Retailer Volume Share by Category
7.1.1 Retail Share by Volume - Breath Fresheners (non Confectionery)
7.1.2 Retail Share by Volume - Dental Floss
7.1.3 Retail Share by Volume - Denture Care
7.1.4 Retail Share by Volume - Mouthwash
7.1.5 Retail Share by Volume - Toothbrushes & Replacement Heads
7.1.6 Retail Share by Volume - Toothpaste
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 Casino Switching analysis
7.2.5 Cencosud Switching analysis
7.2.6 Cia Zaffari Switching analysis
7.2.7 Companhia Brasileira de Distribuicao Switching analysis
7.2.8 Coop Cooperativa de Consumo Switching analysis
7.2.9 DMA Distribuidora Switching analysis
7.2.10 Drogasil S.A. Switching analysis
7.2.11 Irmaos Bretas Switching analysis
7.2.12 Irmaos Muffato Switching analysis
7.2.13 Lojas Americanas Switching analysis
7.2.14 Outro Switching analysis
7.2.15 Prezunic Switching analysis
7.2.16 SHV Makro Switching analysis
7.2.17 Wal-Mart Switching analysis
7.3 Profiles of End-Consumers of Oral Hygiene, by Retailer Used
7.3.1 A. Angeloni
7.3.2 Carrefour
7.3.3 Casino
7.3.4 Cencosud
7.3.5 Cia Zaffari
7.3.6 Companhia Brasileira de Distribuicao
7.3.7 Coop Cooperativa de Consumo
7.3.8 DMA Distribuidora
7.3.9 Drogasil S.A.
7.3.10 G.Barbosa
7.3.11 Irmaos Bretas
7.3.12 Irmaos Muffato
7.3.13 Lojas Americanas
7.3.14 Outro
7.3.15 Prezunic
7.3.16 SHV Makro
7.3.17 Wal-Mart
7.3.18 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Oral Hygiene Market
Table 2: Foreign Exchange Rate - BRL Vs. US$, 2011
Table 3: Population Profiles
Table 4: Brazil Oral Hygiene Value Share (%), by Age Groups, 2011
Table 5: Brazil Oral Hygiene Value Share (%), by Gender, 2011
Table 6: Brazil Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Brazil Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Brazil Oral Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: Brazil Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: Brazil Breath Fresheners (non Confectionery) Consumer Group Share (% market value), 2011
Table 11: Brazil Dental Floss Consumer Group Share (% market value), 2011
Table 12: Brazil Denture Care Consumer Group Share (% market value), 2011
Table 13: Brazil Mouthwash Consumer Group Share (% market value), 2011
Table 14: Brazil Toothbrushes & Replacement Heads Consumer Group Share (% market value), 2011
Table 15: Brazil Toothpaste Consumer Group Share (% market value), 2011
Table 16: Brazil Total Breath Fresheners (non Confectionery) Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Brazil Total Dental Floss Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Brazil Total Denture Care Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Brazil Total Mouthwash Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Brazil Total Toothbrushes & Replacement Heads Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Brazil Total Toothpaste Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Brazil Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Brazil Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Brazil Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Brazil Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Brazil Denture Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Brazil Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Brazil Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Brazil Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Brazil Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Brazil Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Brazil Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Brazil Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Brazil Breath Fresheners (non Confectionery) Consumer Profiles (% consumers by sub-group), 2011
Table 35: Brazil Dental Floss Consumer Profiles (% consumers by sub-group), 2011
Table 36: Brazil Denture Care Consumer Profiles (% consumers by sub-group), 2011
Table 37: Brazil Mouthwash Consumer Profiles (% consumers by sub-group), 2011
Table 38: Brazil Toothbrushes & Replacement Heads Consumer Profiles (% consumers by sub-group), 2011
Table 39: Brazil Toothpaste Consumer Profiles (% consumers by sub-group), 2011
Table 40: Brazil Oral Hygiene Private Label Penetration (% Vol), by Category, 2011
Table 41: Brazil Breath Fresheners (non Confectionery) Brand Share by Volume (% Vol), 2011
Table 42: Brazil Dental Floss Brand Share by Volume (% Vol), 2011
Table 43: Brazil Denture Care Brand Share by Volume (% Vol), 2011
Table 44: Brazil Mouthwash Brand Share by Volume (% Vol), 2011
Table 45: Brazil Toothbrushes & Replacement Heads Brand Share by Volume (% Vol), 2011
Table 46: Brazil Toothpaste Brand Share by Volume (% Vol), 2011
Table 47: Brazil, Overall Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 48: Brazil, Overall Breath Fresheners (non Confectionery): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 49: Brazil, Overall Dental Floss: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 50: Brazil, Overall Denture Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 51: Brazil, Overall Mouthwash: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 52: Brazil, Overall Toothbrushes & Replacement Heads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 53: Brazil, Overall Toothpaste: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 54: Brazil Oral Hygiene Market Value (Brazilian Real million), by Category, 2011
Table 55: Brazil Oral Hygiene Market Value (US$ million), by Category, 2011
Table 56: Brazil Oral Hygiene Market Volume (Ltrs m)(Units m), by Category, 2011
Table 57: Brazil Oral Hygiene Market Share (US$ million), by Category, 2011
Table 58: Brazil Oral Hygiene Expenditure Per Capita (Brazilian Real), by Category, 2011
Table 59: Brazil Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 60: Brazil Oral Hygiene Expenditure Per Household (Brazilian Real), by Category
Table 61: Brazil Oral Hygiene Expenditure Per Household (US$), by Category
Table 62: Brazil Oral Hygiene Market Volume Share (Ltrs m)(Units m), by Category, 2011
Table 63: Brazil Oral Hygiene Consumption Per Capita (Kilograms per head), by Category, 2011
Table 64: Brazil Oral Hygiene Consumption Per Household (Kilograms per household), by Category, 2011
Table 65: Brazil Breath Fresheners (non Confectionery) Retailer Share by Volume (Ltrs m), 2011
Table 66: Brazil Dental Floss Retailer Share by Volume (Units m), 2011
Table 67: Brazil Denture Care Retailer Share by Volume (Ltrs m), 2011
Table 68: Brazil Mouthwash Retailer Share by Volume (Ltrs m), 2011
Table 69: Brazil Toothbrushes & Replacement Heads Retailer Share by Volume (Units m), 2011
Table 70: Brazil Toothpaste Retailer Share by Volume (Ltrs m), 2011
Table 71: Brazil: Switchers From A. Angeloni for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 72: Brazil: Switchers to Carrefour for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 73: Brazil: Switchers From Carrefour for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 74: Brazil: Switchers From Casino for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 75: Brazil: Switchers to Cencosud for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 76: Brazil: Switchers From Cencosud for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 77: Brazil: Switchers to Cia Zaffari for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 78: Brazil: Switchers to Companhia Brasileira de Distribuicao for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 79: Brazil: Switchers From Companhia Brasileira de Distribuicao for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 80: Brazil: Switchers From Coop Cooperativa de Consumo for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 81: Brazil: Switchers to DMA Distribuidora for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 82: Brazil: Switchers From DMA Distribuidora for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 83: Brazil: Switchers to Drogasil S.A. for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 84: Brazil: Switchers From Drogasil S.A. for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 85: Brazil: Switchers to Irmaos Bretas for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 86: Brazil: Switchers From Irmaos Bretas for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 87: Brazil: Switchers to Irmaos Muffato for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 88: Brazil: Switchers From Irmaos Muffato for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 89: Brazil: Switchers to Lojas Americanas for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 90: Brazil: Switchers From Lojas Americanas for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 91: Brazil: Switchers to Outro for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 92: Brazil: Switchers From Outro for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 93: Brazil: Switchers to Prezunic for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 94: Brazil: Switchers From Prezunic for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 95: Brazil: Switchers to SHV Makro for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 96: Brazil: Switchers to Wal-Mart for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 97: Brazil: Switchers From Wal-Mart for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 98: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup), 2011
Table 99: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup), 2011
Table 100: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Casino (% by Subgroup), 2011
Table 101: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Cencosud (% by Subgroup), 2011
Table 102: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup), 2011
Table 103: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup), 2011
Table 104: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup), 2011
Table 105: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup), 2011
Table 106: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup), 2011
Table 107: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup), 2011
Table 108: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup), 2011
Table 109: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup), 2011
Table 110: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup), 2011
Table 111: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Outro (% by Subgroup), 2011
Table 112: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup), 2011
Table 113: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup), 2011
Table 114: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup), 2011
Table 115: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

List of Figures

Figure 1: Consumer Panel Report Methodology
Figure 2: Brazil Oral Hygiene Value Share (%), by Age Groups, 2011
Figure 3: Brazil Oral Hygiene Value Share (%), by Gender, 2011
Figure 4: Brazil Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Brazil Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Brazil Oral Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: Brazil Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: Brazil Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Brazil Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Brazil Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Brazil Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Brazil Denture Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Brazil Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Brazil Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Brazil Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Brazil Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Brazil Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Brazil Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Brazil Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Brazil Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 21: Brazil Oral Hygiene Market Share (US$ million), by Category, 2011
Figure 22: Brazil Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 23: Brazil Oral Hygiene Expenditure Per Household (US$), by Category
Figure 24: Brazil Breath Fresheners (non Confectionery) Retailer Share by Volume (Ltrs m), 2011
Figure 25: Brazil Dental Floss Retailer Share by Volume (Units m), 2011
Figure 26: Brazil Denture Care Retailer Share by Volume (Ltrs m), 2011
Figure 27: Brazil Mouthwash Retailer Share by Volume (Ltrs m), 2011
Figure 28: Brazil Toothbrushes & Replacement Heads Retailer Share by Volume (Units m), 2011
Figure 29: Brazil Toothpaste Retailer Share by Volume (Ltrs m), 2011
Figure 30: Brazil: People Who Have Switched Retailer for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011