The products covered in the Brazilian bath and shower market include- Bar Soap, Bath Additives, Body Wash/Shower Gel, Intimate Hygiene, Liquid Soap, and Talcum Powder.
Many companies are differentiating the bar soaps and other ranges of beauty and personal care market on the basis of babies, families, deodorizing soap, intimate areas soap and different skin type soaps. For example, packaging is being done like cartoon characters on children based products. There is also a differentiation of products between men, women, babies, children and unisex products.
High income consumers have been noticed to use liquid body wash for easy and premium bathing experience. Premium hotels and other places are also providing shower gels. So, there is a rise in demand for liquid soaps but still maximum consumers prefer bar soap in their households as maximum population in Brazil consists of middle and low income consumers. Majority of sales have prolonged to be taken over by bar soaps anyhow. Audience differentiation has been the main trend for the bath and shower sector with an emphasis on the males for audience in Brazil.
According to the report, “Bath and Shower in Brazil”, in 2016, there has been an increase in prices of beauty and personal care products where the highest value growth of bath and shower has been registered in Brazil. There has been an intensification of volume growth in 2016, due to drop in 2015. Due to rise in tallow cost, rise in price of bar soaps took place, which further led to an increase in overall price of the industry. Hence, Domestic companies are trying to reduce the gap between the retail price of themselves and leading categories. This factor eventually has led to increase in price of bar soap.
The leading player in the country is Unilever Brasil holding a significant share of retail value sales in 2016. There has been overall one percentage gain in the market over 2015-2016 because of strong distribution reach and well established brands, and the brand Unilever Brasil has been able to lead the bath and shower. The attractive advertisements and good performance by Lux and Dove brands boosted the company's share perfectly. The company also profited by endorsing celebrities in the advertisements which led to higher sales during the year.
In the forecast period, a recovery and more growth is expected in bath and shower sector. Due to water crisis in Sao Paulo and price adjustments in 2015 and 2016, the consumption of bar soaps under shower and bath category has recorded a decline. Anyhow, by the end of 2017, the sales will be recovered in the region.
Economic sluggishness will stay decreasing the purchasing powers in the recent years, which will affect the middle and lower income consumers the most in Brazil. But in 2018, there is an expectation of economic situation to be recovered through controlled inflation, improved purchasing power and positive GDP in 2018 and the years to come. Manufacturers will also trying their best to increase the sales of bar soaps with innovative flavors, fragrances and packaging designs and cumulatively, the market will enjoy higher profits in the future years.
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Ankur Gupta, Head Marketing & Communications
ankur [@] kenresearch.com