Synopsis

This report provides the results for the Personal 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 Personal 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 Personal 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 Bath and Shower Products market, the Anti-Perspirants and Deodorants market and the Soap markets
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 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 Behavioural 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 Behaviour
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 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 - Antiperspirants & Deodorants
7.1.2 Retail Share by Volume - Bath & Shower Products
7.1.3 Retail Share by Volume - 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 Coop Cooperativa de Consumo Switching analysis
7.2.7 DMA Distribuidora Switching analysis
7.2.8 Drogasil S.A. Switching analysis
7.2.9 G.Barbosa Switching analysis
7.2.10 Irmaos Bretas Switching analysis
7.2.11 Irmaos Muffato Switching analysis
7.2.12 Lojas Americanas Switching analysis
7.2.13 Outro Switching analysis
7.2.14 Prezunic Switching analysis
7.2.15 SHV Makro Switching analysis
7.2.16 Wal-Mart Switching analysis
7.3 Profiles of End-Consumers of Personal 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
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: Population Profiles
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 (% Vol), by Category, 2011
Table 26: Brazil Antiperspirants & Deodorants Brand Share by Volume (% Vol), 2011
Table 27: Brazil Bath & Shower Products Brand Share by Volume (% Vol), 2011
Table 28: Brazil Soap Brand Share by Volume (% Vol), 2011
Table 29: Brazil, 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)(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)(Ltrs m), by Category, 2011
Table 42: Brazil Personal Hygiene Consumption Per Capita (Kilograms per head), by Category, 2011
Table 43: Brazil Personal Hygiene Consumption Per Household (Kilograms per household), by Category, 2011
Table 44: Brazil Antiperspirants & Deodorants Retailer Share by Volume (Ltrs m), 2011
Table 45: Brazil Bath & Shower Products Retailer Share by Volume (Ltrs m), 2011
Table 46: Brazil Soap Retailer Share by Volume (Kg m), 2011
Table 47: Brazil: Switchers to A. Angeloni for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 48: Brazil: Switchers From A. Angeloni for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 49: Brazil: Switchers to Carrefour for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 50: Brazil: Switchers From Carrefour for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 51: Brazil: Switchers to Cia Zaffari for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 52: Brazil: Switchers From Cia Zaffari for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 53: Brazil: Switchers to Companhia Brasileira de Distribuicao for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 54: Brazil: Switchers From Companhia Brasileira de Distribuicao for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 55: Brazil: Switchers From Coop Cooperativa de Consumo for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 56: Brazil: Switchers From DMA Distribuidora for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 57: Brazil: Switchers to Drogasil S.A. for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 58: Brazil: Switchers From Drogasil S.A. for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 59: Brazil: Switchers to G.Barbosa for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 60: Brazil: Switchers From G.Barbosa for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 61: Brazil: Switchers to Irmaos Bretas for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 62: Brazil: Switchers From Irmaos Bretas for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 63: Brazil: Switchers to Irmaos Muffato for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 64: Brazil: Switchers From Irmaos Muffato for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 65: Brazil: Switchers to Lojas Americanas for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 66: Brazil: Switchers From Lojas Americanas for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 67: Brazil: Switchers to Outro for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 68: Brazil: Switchers From Outro for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 69: Brazil: Switchers From Prezunic for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 70: Brazil: Switchers to SHV Makro for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 71: Brazil: Switchers From SHV Makro for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 72: Brazil: Switchers to Wal-Mart for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 73: Brazil: Switchers From Wal-Mart for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 74: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup), 2011
Table 75: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup), 2011
Table 76: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Casino (% by Subgroup), 2011
Table 77: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Cencosud (% by Subgroup), 2011
Table 78: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup), 2011
Table 79: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup), 2011
Table 80: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup), 2011
Table 81: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup), 2011
Table 82: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup), 2011
Table 83: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup), 2011
Table 84: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup), 2011
Table 85: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup), 2011
Table 86: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup), 2011
Table 87: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Outro (% by Subgroup), 2011
Table 88: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup), 2011
Table 89: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup), 2011
Table 90: Brazil: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup), 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 Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 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 Retailer Share by Volume (Ltrs m), 2011
Figure 19: Brazil Bath & Shower Products Retailer Share by Volume (Ltrs m), 2011
Figure 20: Brazil Soap Retailer Share by Volume (Kg m), 2011
Figure 21: Brazil: People Who Have Switched Retailer for Their Personal Hygiene Purchases in the Last Six Months (Thousands), 2011