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Brazil shower products market: Unilever Brasil the key industry player
Bath and Shower in Brazil - a new market research report on 2014-04-21 04:27:03
Unilever Brasil led sales of in the Brazil shower products market in 2012 with a value share of 29%, showing the largest increase, gaining more than three percentage points on the previous year. This was mostly due to the strong performance of the Dove brand, its hydrating bar soap. Marketing campaigns emphasising the benefits of Dove, mainly on television, and new fragrances of Lux, complete the key strategies boosting sales in 2012.

Liquid soaps saw the highest volume growth in 2012 as well as over the review period (735% in volume terms) as a consequence of increasing consumption, high levels of investment, and new products featuring antibacterial properties. Particularly in 2012, liquid soaps saw higher growth in volume terms than value, due to price promotions carried out by leading companies.

Bath and shower products should continue to lose volume sales over the forecast period due to a decline in sales of the largest category – bar soaps – whose products continue to be replaced by shower gels and liquid soaps. In particular, liquid soaps with antibacterial properties are expected to see the greatest increase in volume sales over the review period, with advertising expenditure on television likely to help to boost sales of such products in coming years.

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