Despite the difficult year in 2018, with consumption advancing in timid steps, impacted by rising debt, informal income and unemployment, the basket of products aimed at hygiene and beauty was able to maintain positive levels.

According to data compiled by Kantar, which monitors the habits, buying and use behavior of consumers and shoppers, Brazilians increased the purchase of beauty and personal care items by 5% in value in 2018 compared to the previous year. In volume, in the same period, the increase was 1.3%. The other baskets together showed a growth of 1.5% in value and a decrease of 2.1% in volume.

What can explain the good performance, according to the survey, is the behavior of the Brazilian. The country is the world leader in bathing frequency per week. They are 12 locally versus 6 in Europe.

In Brazil, for example, bar soap is present in 99% of households, in Britain the index is 32% – there, the liquid soap is more successful, with 75% penetration. The presence of shampoo and post-shampoo with penetration of 91% and 88%, respectively, reveals that hair is very important for Brazilians.
Consumers search the shelves for items that have a good price – quality ratio (64%) and a pleasant fragrance (60%).

“The analysis of the data presents us with a consumer guided increasingly by intelligent choices. The price, which in a scenario of uncertainty, could be a determining factor for the choice, does not overcome the desire for a quality item and that brings extra benefits, such as perfume, “analyzes Giovanna Fischer, Director of Marketing and Insights Kantar.


Following the trend of more conscious choices, hair care becomes increasingly simple and natural in Brazil. The weekly penetration of dryer use, for example, was 16% in 2014. Three years later, the index was 12%. Products like shampoo with low sulfate – with less detergent and, therefore, that drying less the threads – has already been used or is the object of desire of 67% of Brazilians. Not by chance, the data indicate that the penetration of products for capillary procedures fell: straightening products lost 2 percentage points in the comparison of 2018 with the previous year. In the same period, hair dyeing had a decrease of 3 percentage points.

Accustomed to mixing channels – there are 7 to the buy the FMCG basket – Fast Moving Consumer Goods, the products of mass consumption -, the Brazilian uses an average of 5 channels to supplyup on hygiene and beauty items, and traditional retailers follow as the most important.