36 / 231
Brasil
PackTrends
2020
36
packaging market: world and Brazil
Chart 1.6
Personal care: Products in evidence in the Brazilian market
Categories
Concepts
Characteristics
Soaps
'vegetable'
Very positive and sought after by consumers, already successfully incorporated
in lines of soaps
'antibacterial'
Accounts for 12% of soap sales, due to an increased awareness of the
importance of hygienic habits among consumers
Hair
“specificity”
Specific products for textures (straight or curly), dye (red, discolored, dark,
blond, etc.), chemical treatment (straightening, progressive straightening),
frizzy (kinky, curly etc.), aged and lifeless, brittle and fragile
“hygiene kits”
Commercialization of hair hygiene kits (shampoo and conditioner)
“Treatments for men” Anti-dandruff lines, hair loss control, softness, resistance etc
“post shampoo”
Conditioners, styling cream, treatment cream, hair end repair, hydration,
volume reduction, frizz aspect improvement etc
Skin
“Beyond hydration”
The great emphasis in this category is the presence of the sunscreen in every
item, when it is possible
Product innovation
The innovation in the development of creams and lotions led to the launching
of products with increasing benefits such as: perfume, tenderness, skin
hydration and performance (good spreadability on the skin)
Body creams/lotions
Category composed of items such as: body exfoliating cream, massage cream
or oil, anti-cellulite, cream against stretch marks, firming lotions, creams for
pregnancy, fat reducing cream
Facial creams/lotions Consisting of: moisturizing, anti-age, exfoliating, astringent, anti-acne, tonics,
cleansing creams and lotions
Tanning lotion and
sunscreen
Includes: sunscreen, tanning lotion, facial sunscreen, labial sunscreen and
self-tanner
Fragrances Deodorants
Growth at 7.2% average in the last five years, with a marked progress of the
aluminum aerosol sprays instead of bottle sprays, the principal offering in this
category for many years, since it was cheaper than other packaging formats