Brazil is a tropical country. Bathing or taking a shower every day, and usually more than once depending on the level of heat intensity, was already a cultural practice for Brazilians, but this has intensified since the beginning of the COVID-19 pandemic.
Brazilian bathing routines are traditionally guided by the use of bar soap with its affordable price points. However, with the emergence of the pandemic, the demand for liquid soap grew, leveraged by recommendations for frequent hand washing.
Bath and shower players have been attempting to expand their online presence. For example, Unilever and Colgate-Palmolive had already established B2B channels focused on small retailers prior to the pandemic.
The share distribution amongst the main bath and shower companies remained unchanged in 2021, with Unilever retaining its overall leadership, followed by Natura Cosméticos and Colgate-Palmolive. However, smaller players under “others” continued to hold higher combined value share than Unilever in 2021.
In addition to being perceived as offering essential hygiene items, bath and shower is considered as a suitable gifting option in Brazil. National companies such as Natura Cosméticos and Botica Comercial Farmacêutica Ltda are known for producing boxes and packaging that make bath products more attractive to consumers.
Direct selling is the single largest distribution channel for beauty and personal care in Brazil and the second most popular channel in bath and shower. Despite losing share and sales in 2021, direct selling continues to receive attention and guide the strategic decisions of many players in the country.
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Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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