Competitive Landscape
Natura and Unilever Leverage Distinct Channels to Maintain Their Leading Positions
The bath and shower category in Brazil has a moderately concentrated landscape, led by Unilever Brasil Ltda and Natura Cosméticos SA, which together accounted for some 40% of retail value sales in 2025, with Unilever on 21% and Natura on 20%. This concentration has increased gradually over the past five years, with Natura’s share up from 15% in 2020 and Unilever’s from 19% in the same year.
Innovative Product Launches and Gifting Strategies Drive Growth Opportunities
The introduction of innovative and sensory-rich products has created significant opportunities for growth within bath and shower. Natura’s launch of Natura Aura, a fragrance expanded into matching bar soaps and body oils, taps into the rising consumer preference for multisensory and cohesive product experiences, fostering brand loyalty and incremental sales across multiple formats.
Natura, Unilever and B.Urb Harness Inclusivity and Gifting for Market Growth
Inclusivity and diversity are reshaping product development by addressing the needs of varied bodies, genders and skin types, which is expanding the bath and shower offering beyond one-size-fits-all formats. This is evident in the rise of male intimate washes designed with specific pH levels and comfort benefits, such as B.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Brazil?
- Which are the leading brands in Brazil?
- How are products distributed in Brazil?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Brazil - Category analysis
Key Data Insights
Economic Headwinds Temper Growth, Although Hygiene Products Maintain Their Momentum
Economic Headwinds Temper Growth, Although Hygiene Products Maintain Their Momentum
Bar Soap Dominates, but Intimate Hygiene Most Dynamic, Boosted by Innovation
Casa Francis and B.Urb Leverage Sensory and Inclusivity Trends to Deepen Consumer Engagement
Premiumisation and Sensorial Experiences to Drive Value Growth among Brazilian Consumers
Bar Soap Will Remain the Biggest Category, Intimate Hygiene the Most Dynamic
Rising Temperatures and Wellness Trends to Reshape Bathing Habits and Product Preferences
Natura and Unilever Leverage Distinct Channels to Maintain Their Leading Positions
Innovative Product Launches and Gifting Strategies Drive Growth Opportunities
Natura, Unilever and B.Urb Harness Inclusivity and Gifting for Market Growth
Supermarkets and Direct Sales Lead Amid Evolving Distribution Dynamics
Social Commerce Innovations and Influencer Collaborations Reshape Retail Approaches
Retail E-Commerce Gains Traction through Social Commerce and Marketplace Growth
Beauty and Personal Care in Brazil - Industry Overview
Selective Consumption Sustains Growth Amid Economic Caution and Digital Transformation
Key Data Insights
Selective Consumption Sustains Growth Amid Economic Caution and Digital Transformation
Arabic Fragrances Redefining Consumer Routines in Dynamic Fragrances Category
Lifestyle-Driven Beauty Propels Category Evolution with Digital and Ritual Innovations
Manufacturers Adapt to Tax Reform and Emerging Consumer Segments to Sustain Growth
Mass Segment Will Polarise around Clear Propositions
Social Commerce and Creator Economy to Reshape Retail and Brand Strategies
Leading Manufacturers Consolidate Positions Amid Evolving Consumer Preferences
Mergers and Acquisitions and Innovation Accelerate Market Evolution, Creating Strategic Growth Avenues
Offline Retail Dominance Challenged by Rapid E-Commerce Growth in Brazil
Social Commerce and Shoppertainment Reshape Retail Dynamics with Immersive Experiences
Retail E-Commerce Accelerates Growth by Combining Convenience and Content-Driven Discovery
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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