When the COVID-19 pandemic hit the Brazilian market in March 2020, one of the categories expected to see the strongest sales increase due to preventative health and stockpiling was bath and shower. As all authorities and specialists firmly and consistently highlighted the importance of frequent hand washing, as well as showering every time after going out, consumers embraced this “new normal” with ease.
Of all beauty and personal care categories in Brazil, bath and shower is amongst the most affordable. This is especially driven by bar soap, which accounted for by far the highest retail value sales in 2020.
The category to feel the immediate impact at the beginning of the pandemic was hand sanitisers – classified under Euromonitor’s definitions as liquid soap. Strong stockpiling led to shortages of these products in the very first month of the pandemic, and companies which were not previously operating in this segment ended up launching their own versions – including typical beauty and personal care players, as well as home care and tissue and hygiene manufacturers, resulting in fiercer competition.
From all the “new normal” scenario projections (including conscious consumers and the advance of the digital retail environment, among others), maintaining a stronger personal hygiene routine will be among the most important for the Brazilian population. Such a scenario is a natural evolution of pre-existing habits, so they are more likely to persist even after the pandemic is over – although this is not expected to be soon.
Unlike other beauty and personal care categories, which saw new distribution channels emerging and consolidating during the pandemic, no major changes are expected in bath and shower. Supermarkets, hypermarkets, direct selling and drugstores/parapharmacies should remain the dominant channels in terms of retail value sales over the next five years.
As the pandemic continues to advance in the country in 2021, added to delays in the vaccination campaign compared with other countries, hand sanitisers should continue to be important products in consumers’ baskets from now on. However, an important reframing of purchasing decisions is expected: from emergency to preference.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
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.
This report originates from Passport, our Bath and Shower research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page