Sanitary Protection and Feminine Hygiene Products - Brazil - March 2016


#671776

N/A

Mintel

$ 3996

In Stock

Brazilian women like to feel clean, and the same is true regarding sanitary protection and feminine hygiene products. Among the concerns related to this sector mentioned by them are leakages, possible health problems, and unhygienic products. Brands therefore have some challenges to attract these consumers, developing innovative products that can be practical at the same time, facilitating women

Table of Content

Overview

Definition

Executive Summary

The market
Mature market with affordable prices ensures good sales in the sector
Figure 1: Forecast of retail sales of sanitary protection and feminine hygiene products*, by value, Brazil, 2010-20
Market share
Johnson & Johnson and Kimberly-Clark lead retail sales
Figure 2: Leading brands' retail sales share in the sanitary protection and feminine hygiene products* market, by value, Brazil, 2013-14
The consumer
Pads could offer greater aggregate value to women
Figure 3: Frequency of using sanitary protection and feminine hygiene products, Brazil, November 2015
Products that adapt to the female body could appeal to consumers
Figure 4: Concerns toward the use of sanitary protection and feminine hygiene products, Brazil, November 2015
There are opportunities for well-known brands to enter the category of intimate hygiene
Figure 5: Attitudes toward the purchase of sanitary protection and feminine hygiene products, Brazil, November 2015
The market lacks kits with pads and intimate hygiene products
Figure 6: Interest in products and services related to intimate hygiene, Brazil, November 2015
What we think

Issues and Insights

How could women who are afraid of possible leakages feel safer?
The facts
The implications
Which alternatives do women have to use less water without neglecting the intimate hygiene?
The facts
The implications
How could feminine hygiene brands boost consumers’ loyalty?
The facts
The implications

The Market – What You Need to Know

Renowned brands and conscious consumers warm the market
Sales of day and night pads grow in moderate pace
New production complex and aging population may shake the sector

Market Size and Forecast

Mature market is a strong point for good retail sales
Figure 7: Forecast of retail sales of sanitary protection and feminine hygiene products*, by value, Brazil, 2010-20
Figure 8: Retail sales of sanitary protection and feminine hygiene products, by value and segment, Brazil, 2013-14
Figure 9: Forecast of retail sales of sanitary protection and feminine hygiene products*, by value, Brazil, 2010-20

Market Drivers

BASF inaugurates new production complex in Brazil
Aging population is a great challenge for incontinence products

Key Players – What You Need to Know

Sanofi reformulates its intimate liquid soap Dermacyd
Carefree innovates with panty liners that adapt to the underwear
Lojas Americanas intensifies the private label competition
One more brand joins the category of feminine hygiene

Market Share

Two American companies lead the market of intimate hygiene
Figure 10: Leading brands' retail sales share in the sanitary protection and feminine hygiene products* market, by value, Brazil, 2013-14

Who’s Innovating?

Products for sensitive skin have good opportunities in Brazil
Figure 11: "Dermatologically tested" and "tested for allergies" sanitary protection and feminine hygiene products launches, by five selected countries, 2015
Natural options attract consumers of feminine hygiene products
Figure 12: "Natural"* sanitary protection and feminine hygiene product launches, by five selected countries, 2015
Launches of pads decrease in 2015
Figure 13: Launches of sanitary protection and feminine hygiene products, by subcategory, Brazil, January 2013-December 2015

The Consumer – What You Need to Know

Pads lack innovation, but intimate hygiene products warm the market
Women have some concerns when using intimate products
Brazilian women are loyal to the brand they know
Kits with different products could appeal to Brazilian consumers

Frequency of Using Sanitary Protection and Feminine Hygiene Products

Pads could offer greater added value to women
Figure 14: Frequency of using sanitary protection and feminine hygiene products, Brazil, November 2015
Aerosol intimate deodorants could appeal to consumers
Figure 15: Usage of sanitary protection and feminine hygiene products, by women aged 16+ who menstruate regularly, Brazil, November 2015
Information about the correct use of products is essential
Figure 16: Usage of sanitary protection and feminine hygiene products, by women aged 16-34, Brazil, November 2015

Concerns toward the Use of Sanitary Protection and Feminine Hygiene Products

Increasingly thinner pads could attract consumers
Figure 17: Concerns toward the use of sanitary protection and feminine hygiene products, Brazil, November 2015
Opportunities arise for antiseptics intimate products
Figure 17: Concerns toward the use of sanitary protection and feminine hygiene products, by age group and selected concern, Brazil, November 2015
Brands could offer specific products for young women
Figure 18: Concerns toward the use of sanitary protection and feminine hygiene products, by women aged 16-24, Brazil, November 2015

Attitudes toward the Purchase of Sanitary Protection and Feminine Hygiene Products

There are opportunities for well-known brands to launch line extensions
Figure 19: Attitudes toward the purchase of sanitary protection and feminine hygiene products, Brazil, November 2015
Women aged 35+ are less attracted by special offers
Figure 20: Attitudes toward the purchase of sanitary protection and feminine hygiene products, by age group, Brazil, November 2015
Women from the Southeast region can be good buyers both in pharmacies and supermarkets
Figure 21: Attitudes toward the purchase of sanitary protection and feminine hygiene products, by region, Brazil, November 2015

Interest in Products and Services

Market lacks kits with pads and intimate hygiene products
Figure 22: Interest in products and services related to intimate hygiene, Brazil, November 2015
Boxes might reduce the noise when opening pads
Figure 23: Interest in products and services related to intimate hygiene, by age group, Brazil, November 2015
Free samples could boost experimentation among young people
Figure 24: Interest in products and services related to intimate hygiene, by women aged 16-24 and 25-34, Brazil, November 2015

Appendix – Market Size and Forecast

Figure 25: Forecast of retail sales of sanitary protection and feminine hygiene products*, by value, Brazil, 2010-20
Figure 26: Forecast of retail sales of sanitary protection and feminine hygiene products*, by value, Brazil, 2010-20
Figure 27: Retail sales of sanitary protection and feminine hygiene products, by value and segment, Brazil, 2013-14

Appendix – Methodology and Definitions

Fan chart forecast
Abbreviations

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