Consumer Trends in the Feminine care Market in Brazil, 2011

Synopsis
This report provides the results for the Feminine Care market in Brazil from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.

Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary
Why was the report written?

Marketers in the Feminine Care market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the feminine care market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Most Feminine Care products such as Sanitary Pads, Internal Cleansers, Pantiliners and Shields, Tampons and Disposable Razors and Blades are considered essential items and therefore consumption patterns have not been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

The data in this report examines over 20 consumer trends that affect the market and examine the share of sales across over 26 consumer groups – providing a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.Detailed category coverage is provided, covering the Sanitary Pads, Internal Cleansers, Pantiliners and Shields, Tampons and Disposable Razors and Blades markets

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights
Sanitary pads are the largest feminine care product market category in Brazil
Market valuation reveals that Sanitary Pads account for almost half of the total sales of Feminine Care products in Brazil. The rest of the categories such as Tampons, Pantiliners and Disposable Razors and Blades have almost equal market shares between them.

Private label penetration is insignificant across the Feminine Care market in Brazil
Brand data analysis reveals that private labels have less than a 2% share in the Pantiliners & Shields and Women’s Disposable Razors and Blades categories. Further, private labels’ penetration in the Sanitary Pads market is less than 5%. This indicates that the market is highly concentrated with well established companies and brand names.

Changing Lifestages a key trend in the Brazilian Feminine Care market
Brazil’s marketing landscape is being altered as people increasingly delay settling down, marriage and childbirth. This is having a particularly strong effect on Feminine Care products, consumption of which is heavily influenced by childbirth.

Table of Contents
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Feminine Care Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Internal Cleansers
2.2.2 Pantiliners & Shields
2.2.3 Sanitary Pads
2.2.4 Tampons
2.2.5 Women's Disposable Razors & Blades
2.3 Behavioural Trends and Market Value
2.3.1 Internal Cleansers
2.3.2 Pantiliners & Shields
2.3.3 Sanitary Pads
2.3.4 Tampons
2.3.5 Women's Disposable Razors & Blades
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Internal Cleansers
3.1.2 Pantiliners & Shields
3.1.3 Sanitary Pads
3.1.4 Tampons
3.1.5 Women's Disposable Razors & Blades
3.2 Consumer Profiles by Product Category
3.2.1 Internal Cleansers
3.2.2 Pantiliners & Shields
3.2.3 Sanitary Pads
3.2.4 Tampons
3.2.5 Women's Disposable Razors & Blades
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Feminine Care Brand Choice and Private Label Shares
4.2.1 Internal Cleansers
4.2.2 Pantiliners & Shields
4.2.3 Sanitary Pads
4.2.4 Tampons
4.2.5 Women's Disposable Razors & Blades
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Feminine Care
5.1.2 Internal Cleansers
5.1.3 Pantiliners & Shields
5.1.4 Sanitary Pads
5.1.5 Tampons
5.1.6 Women's Disposable Razors & Blades
6 Consumption Impact: Market Valuation
6.1 Feminine Care Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Feminine Care Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Feminine Care Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share Of Organized Retail
7.1 Survey-tracked Retailer Shares by Volume of Organized Retail
7.1.1 Feminine Care Retailer Shares by Volume of Organized Retail
7.2 Retailer Volume Share by Category of Organized Retail
7.2.1 Retail Share by Volume of Organized Retail - Internal Cleansers
7.2.2 Retail Share by Volume of Organized Retail - Pantiliners & Shields
7.2.3 Retail Share by Volume of Organized Retail - Sanitary Pads
7.2.4 Retail Share by Volume of Organized Retail - Tampons
7.2.5 Retail Share by Volume of Organized Retail - Women's Disposable Razors & Blades
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Carrefour Switching Analysis
7.3.3 Casino Switching Analysis
7.3.4 Companhia Brasileira de Distribuicao Switching Analysis
7.3.5 Coop Cooperativa de Consumo Switching Analysis
7.3.6 Drogasil S.A. Switching Analysis
7.3.7 Irmaos Bretas Switching Analysis
7.3.8 Lojas Americanas Switching Analysis
7.3.9 SHV Makro Switching Analysis
7.3.10 Wal-Mart Switching analysis
7.4 Profiles of End-Consumers of Feminine Care, by Retailer Used
7.4.1 A. Angeloni
7.4.2 Carrefour
7.4.3 Casino
7.4.4 Cencosud
7.4.5 Cia Zaffari
7.4.6 Companhia Brasileira de Distribuicao
7.4.7 Coop Cooperativa de Consumo
7.4.8 DMA Distribuidora
7.4.9 Drogasil S.A.
7.4.10 G.Barbosa
7.4.11 Irmaos Bretas
7.4.12 Irmaos Muffato
7.4.13 Lojas Americanas
7.4.14 Others
7.4.15 Prezunic
7.4.16 SHV Makro
7.4.17 Wal-Mart
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables
Table 1: Volume Units for the Feminine Care Market
Table 2: Foreign Exchange Rate – BRL Vs. US$, 2011
Table 3: Brazil Survey Respondent Profile (weighted), 2011
Table 4: Brazil Feminine Care Value Share (%), by Age Groups, 2011
Table 5: Brazil Feminine Care Value Share (%), by Gender, 2011
Table 6: Brazil Feminine Care Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Brazil Feminine Care Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Brazil Feminine Care Value Share (%) by Wealth Groups, 2011
Table 9: Brazil Feminine Care Value Share (%) by Busy Lives Groups, 2011
Table 10: Brazil Internal Cleansers Consumer Group Share (% market value), 2011
Table 11: Brazil Pantiliners & Shields Consumer Group Share (% market value), 2011
Table 12: Brazil Sanitary Pads Consumer Group Share (% market value), 2011
Table 13: Brazil Tampons Consumer Group Share (% market value), 2011
Table 14: Brazil Women's Disposable Razors & Blades Consumer Group Share (% market value), 2011
Table 15: Brazil Total Internal Cleansers Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Brazil Total Pantiliners & Shields Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Brazil Total Sanitary Pads Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Brazil Total Tampons Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Brazil Total Women's Disposable Razors & Blades Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Brazil Internal Cleansers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Brazil Internal Cleansers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Brazil Pantiliners & Shields Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Brazil Pantiliners & Shields Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Brazil Sanitary Pads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Brazil Sanitary Pads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Brazil Tampons Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Brazil Tampons Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Brazil Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Brazil Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Brazil Internal Cleansers Consumer Profiles (% consumers by sub-group), 2011
Table 31: Brazil Pantiliners & Shields Consumer Profiles (% consumers by sub-group), 2011
Table 32: Brazil Sanitary Pads Consumer Profiles (% consumers by sub-group), 2011
Table 33: Brazil Tampons Consumer Profiles (% consumers by sub-group), 2011
Table 34: Brazil Women's Disposable Razors & Blades Consumer Profiles (% consumers by sub-group), 2011
Table 35: Brazil Feminine Care Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 36: Brazil Internal Cleansers Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 37: Brazil Pantiliners & Shields Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: Brazil Sanitary Pads Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: Brazil Tampons Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: Brazil Women's Disposable Razors & Blades Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 41: Brazil, Overall Feminine Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: Brazil, Internal Cleansers: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: Brazil, Pantiliners & Shields: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: Brazil, Sanitary Pads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: Brazil, Tampons: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: Brazil, Women's Disposable Razors & Blades: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: Brazil Feminine Care Market Value (Brazilian Real million), by Category, 2011
Table 48: Brazil Feminine Care Market Value (US$ million), by Category, 2011
Table 49: Brazil Feminine Care Market Volume (Ltrs m or Units m), by Category, 2011
Table 50: Brazil Feminine Care Market Share (US$ million), by Category, 2011
Table 51: Brazil Feminine Care Expenditure Per Capita (Brazilian Real), by Category, 2011
Table 52: Brazil Feminine Care Expenditure Per Capita (US$), by Category, 2011
Table 53: Brazil Feminine Care Expenditure Per Household (Brazilian Real), by Category
Table 54: Brazil Feminine Care Expenditure Per Household (US$), by Category
Table 55: Brazil Feminine Care Market Volume Share (Ltrs m or Units m), by Category, 2011
Table 56: Brazil Feminine Care Consumption Per Capita ,by Category, 2011
Table 57: Brazil Feminine Care Consumption Per Household, by Category, 2011
Table 58: Brazil Internal Cleansers Survey-tracked Retailer Shares by Volume Of Organized Retail (Ltrs m), 2011
Table 59: Brazil Pantiliners & Shields Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 60: Brazil Sanitary Pads Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 61: Brazil Tampons Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 62: Brazil Women's Disposable Razors & Blades Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 63: Brazil: Switchers to Carrefour for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Brazil: Switchers From Carrefour for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Brazil: Switchers to Casino for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Brazil: Switchers to Companhia Brasileira de Distribuicao for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Brazil: Switchers From Companhia Brasileira de Distribuicao for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Brazil: Switchers From Coop Cooperativa de Consumo for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Brazil: Switchers to Drogasil S.A. for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Brazil: Switchers From Drogasil S.A. for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: Brazil: Switchers to Irmaos Bretas for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Brazil: Switchers to Lojas Americanas for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Brazil: Switchers From Lojas Americanas for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Brazil: Switchers to SHV Makro for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Brazil: Switchers From SHV Makro for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Brazil: Switchers to Wal-Mart for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Brazil: Switchers From Wal-Mart for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2011
Table 79: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 80: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Casino (% by Subgroup, as tracked by the Survey), 2011
Table 81: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Cencosud (% by Subgroup, as tracked by the Survey), 2011
Table 82: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2011
Table 83: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2011
Table 84: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2011
Table 85: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup, as tracked by the Survey), 2011
Table 86: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2011
Table 87: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2011
Table 88: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2011
Table 89: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2011
Table 90: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2011
Table 91: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Others (% by Subgroup, as tracked by the Survey), 2011
Table 92: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2011
Table 93: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2011
Table 94: Brazil: Profile of Feminine Care Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011

List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Brazil Feminine Care Value Share (%), by Age Groups, 2011
Figure 3: Brazil Feminine Care Value Share (%), by Gender, 2011
Figure 4: Brazil Feminine Care Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Brazil Feminine Care Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Brazil Feminine Care Value Share (%) by Wealth Groups, 2011
Figure 7: Brazil Feminine Care Value Share (%) by Busy Lives Groups, 2011
Figure 8: Brazil Internal Cleansers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Brazil Internal Cleansers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Brazil Pantiliners & Shields Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Brazil Pantiliners & Shields Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Brazil Sanitary Pads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Brazil Sanitary Pads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Brazil Tampons Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Brazil Tampons Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Brazil Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Brazil Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Brazil Feminine Care Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 19: Brazil Feminine Care Market Share (US$ million), by Category, 2011
Figure 20: Brazil Feminine Care Expenditure Per Capita (US$), by Category, 2011
Figure 21: Brazil Feminine Care Expenditure Per Household (US$), by Category
Figure 22: Brazil Feminine Care Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Ltrs m or Units m), 2011
Figure 23: Brazil Internal Cleansers Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 24: Brazil Pantiliners & Shields Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 25: Brazil Sanitary Pads Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 26: Brazil Tampons Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 27: Brazil Women's Disposable Razors & Blades Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 28: Brazil: People Who Have Switched Retailer for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011