Changing age structures drive personal hygiene market in Brazil: Report

The overall personal hygiene market in Brazil was influenced more by changing age structures in 2011, followed by experience seeking and beauty needs, according to a new analysis from Canadean – Health & Beauty.

More than 30% Brazilians have cited changing age structures as the most influencing trend in all the three segments, comprising antiperspirants & deodorants, bath & shower products and soaps.

As per the report, ‘Consumer Trends in the Personal Hygiene Market in Brazil, 2011,’ the personal hygiene market in Brazil is mainly driven by the increased spending from undergraduates followed by those pursuing specialised education.

These two categories together have captured about 56% of share in the personal hygiene market valued at $3.19bn 2011.

With close to half of the overall share during the year, antiperspirants & deodorants led the market, followed by bath & shower products and soaps.

Canadean survey observed that non-users are more in pre-mid-lifers and early young adults’ categories for all the three segments, highlighting the need for more penetration.

The report provides further insights into the aspects of retailer switching for the second half of 2011 and retailer choice during the year.

Click here for more details of the report.