SYS-CON MEDIA Authors: Kevin Jackson, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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The Brazilian Oral Hygiene Market: What Consumers Use and Why?

LONDON, Jan. 29, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The Brazilian Oral Hygiene Market: What Consumers Use and Why?

Product Synopsis

This report provides the results for the Oral Hygiene market in Brazil from Canadean's unique, highly detailed study 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, the value of the market these trends influence, and brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Oral Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Oral Hygiene 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 organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Toothbrushes and Toothpaste are considered essential items and the weak economic conditions have not affected their consumption patterns. On the other hand, Mouthwash, Breath Fresheners (non-confectionery),and Dental Floss are not considered essential items and therefore consumption patterns have 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 survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides 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.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Breath Fresheners (non-confectionery), Dental Floss, Denture Care, Mouthwash, Toothbrushes &Replacement Heads, and Toothpaste.

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

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Pre-Mid-Lifers have the highest Mouthwash consumption in Brazil, with approximately 80% of the age group using these products. Heavy frequency consumption accounts for approximately half of this consumption, indicating that suppliers targeting this market should aim to increase the consumption frequency of half their users.

The Oral Hygiene market in Brazil is dominated by two categories, Toothbrushes & Replacement Heads and Toothpastes, which together constitute nearly 85% of the market by value.

Dental floss consumption is relatively high in Brazil, with approximately half of users consuming at a Heavy frequency. However, consumption is higher among women than men, suggesting a strong potential for Dental Floss products targeted at women.

Key Highlights

Health and Better value for money are most important trends driving consumers' choices of Oral Hygiene products in Brazil. This indicates that consumers see Oral Hygiene as an important category in which to control their spending, and one where value can be found without necessarily purchasing the most expensive products.

The organized retail sector in Brazil is relatively fragmented, with the top three organized retailers distributing 62% of the Oral Hygiene market by volume. This share is expected to increase as the Brazilian organized retail market is expected to concentrate further.

Private label penetration is low in the Oral Hygiene market in Brazil. One reason for this is the fragmented character of the Brazilian organized retail market, with private labels traditionally stronger in mature, concentrated organized retail markets.

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
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)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Oral Hygiene Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Dental Floss
3.2.2 Denture Care
3.2.3 Mouthwash
3.2.4 Toothbrushes and Replacement Heads
3.2.5 Toothpaste
3.3 Behavioral Trends and Market Value
3.3.1 Dental Floss
3.3.2 Denture Care
3.3.3 Mouthwash
3.3.4 Toothbrushes and Replacement Heads
3.3.5 Toothpaste
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Dental Floss
4.1.2 Denture Care
4.1.3 Mouthwash
4.1.4 Toothbrushes and Replacement Heads
4.1.5 Toothpaste
4.2 Consumer Profiles by Product Category
4.2.1 Dental Floss
4.2.2 Denture Care
4.2.3 Mouthwash
4.2.4 Toothbrushes and Replacement Heads
4.2.5 Toothpaste
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Oral Hygiene Brand Choice and Private Label Consumer Penetration
5.2.1 Dental Floss
5.2.2 Denture Care
5.2.3 Mouthwash
5.2.4 Toothbrushes and Replacement Heads
5.2.5 Toothpaste
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Oral Hygiene
6.1.2 Dental Floss
6.1.3 Denture Care
6.1.4 Mouthwash
6.1.5 Toothbrushes and Replacement Heads
6.1.6 Toothpaste
7 Consumption Impact: Market Valuation
7.1 Oral Hygiene Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Oral Hygiene Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Oral Hygiene Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail by Category
8.1.1 Retail Share of Organized Retail by Volume - Dental Floss
8.1.2 Retail Share of Organized Retail by Volume - Denture Care
8.1.3 Retail Share of Organized Retail by Volume - Mouthwash
8.1.4 Retail Share of Organized Retail by Volume - Toothbrushes and Replacement Heads
8.1.5 Retail Share of Organized Retail by Volume - Toothpaste
8.2 Profiles of End-Consumers of Oral Hygiene, by Retailer Used
8.2.1 Carrefour
8.2.2 Cia Zaffari
8.2.3 Companhia Brasileira de Distribuicao
8.2.4 Drogasil S.A.
8.2.5 G.Barbosa
8.2.6 Irmaos Bretas
8.2.7 Lojas Americanas
8.2.8 Outro
8.2.9 Prezunic
8.2.10 Wal-Mart
8.2.11 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Oral Hygiene Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Oral Hygiene Value Share (%), by Age Groups, 2012
Table 5: Brazil Oral Hygiene Value Share (%), by Gender, 2012
Table 6: Brazil Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Oral Hygiene Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Oral Hygiene Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Dental Floss Consumer Group Share (% market value), 2012
Table 11: Brazil Denture Care Consumer Group Share (% market value), 2012
Table 12: Brazil Mouthwash Consumer Group Share (% market value), 2012
Table 13: Brazil Toothbrushes and Replacement Heads Consumer Group Share (% market value), 2012
Table 14: Brazil Toothpaste Consumer Group Share (% market value), 2012
Table 15: Brazil Total Dental Floss Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Total Denture Care Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Brazil Total Mouthwash Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Brazil Total Toothbrushes and Replacement Heads Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Brazil Total Toothpaste Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Brazil Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Denture Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Brazil Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Brazil Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Brazil Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Brazil Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Brazil Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Brazil Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Brazil Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Brazil Dental Floss Consumer Profiles (% consumers by sub-group), 2012
Table 31: Brazil Denture Care Consumer Profiles (% consumers by sub-group), 2012
Table 32: Brazil Mouthwash Consumer Profiles (% consumers by sub-group), 2012
Table 33: Brazil Toothbrushes and Replacement Heads Consumer Profiles (% consumers by sub-group), 2012
Table 34: Brazil Toothpaste Consumer Profiles (% consumers by sub-group), 2012
Table 35: Brazil Oral Hygiene Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 36: Brazil Dental Floss Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: Brazil Denture Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: Brazil Mouthwash Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: Brazil Toothbrushes and Replacement Heads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: Brazil Toothpaste Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: Brazil, Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: Brazil, Dental Floss: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: Brazil, Denture Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: Brazil, Mouthwash: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: Brazil, Toothbrushes and Replacement Heads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: Brazil, Toothpaste: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Brazil Oral Hygiene Market Value (Brazilian Real million), by Category, 2012
Table 48: Brazil Oral Hygiene Market Value (US$ million), by Category, 2012
Table 49: Brazil Oral Hygiene Market Volume (Ltrs m or Units m), by Category, 2012
Table 50: Brazil Oral Hygiene Market Value (US$ million), by Category, 2012
Table 51: Brazil Oral Hygiene Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 52: Brazil Oral Hygiene Expenditure Per Capita (US$), by Category, 2012
Table 53: Brazil Oral Hygiene Expenditure Per Household (Brazilian Real), by Category
Table 54: Brazil Oral Hygiene Expenditure Per Household (US$), by Category
Table 55: Brazil Oral Hygiene Market Volume (Ltrs m or Units m), by Category, 2012
Table 56: Brazil Oral Hygiene Consumption Per Capita by Category, 2012
Table 57: Brazil Oral Hygiene Consumption Per Household by Category, 2012
Table 58: Brazil Dental Floss Survey-tracked Retailer Shares of Organized Retail by Volume (Units m), 2012
Table 59: Brazil Denture Care Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 60: Brazil Mouthwash Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 61: Brazil Toothbrushes and Replacement Heads Survey-tracked Retailer Shares of Organized Retail by Volume (Units m), 2012
Table 62: Brazil Toothpaste Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 63: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 64: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 65: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 66: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2012
Table 67: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2012
Table 68: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 69: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 70: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Outro (% by Subgroup, as tracked by the Survey), 2012
Table 71: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 72: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 73: Brazil: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Oral Hygiene Value Share (%), by Age Groups, 2012
Figure 3: Brazil Oral Hygiene Value Share (%), by Gender, 2012
Figure 4: Brazil Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Oral Hygiene Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Oral Hygiene Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Denture Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Brazil Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Brazil Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Brazil Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Brazil Oral Hygiene Market Share (US$ million), by Category, 2012
Figure 19: Brazil Oral Hygiene Expenditure Per Capita (US$), by Category, 2012
Figure 20: Brazil Oral Hygiene Expenditure Per Household (US$), by Category
Figure 21: Brazil Dental Floss Survey-tracked Retailer Shares of Organized Retail by Volume (Units m), 2012
Figure 22: Brazil Denture Care Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 23: Brazil Mouthwash Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 24: Brazil Toothbrushes and Replacement Heads Survey-tracked Retailer Shares of Organized Retail by Volume (Units m), 2012
Figure 25: Brazil Toothpaste Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012

Companies Mentioned

Carrefour, Cia Zaffari, CompanhiaBrasileira de Distribuicao, Coop Cooperative de Consumo, DMA Distribuidora ,Drogasil S.A. ,G.Barbosa.

Read the full report:
The Brazilian Oral Hygiene Market: What Consumers Use and Why?
http://www.reportbuyer.com/consumer_goods_retail/cosmetics_grooming/brazilian_oral_hygiene_market_consumers_use_why.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Oral_Care_Products

For more information:
Sarah Smith
Research Advisor at Reportbuyer.com
Email: [email protected]  
Tel: +44 208 816 85 48
Website: www.reportbuyer.com

SOURCE ReportBuyer

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