The bath and shower category is already quite mature in Brazil. The nation holds fourth position globally, and exhibits per capita consumption of bath and shower products on a par with Denmark, even though Denmark’s per capita disposable income was nearly five times that of Brazil’s in 2023.
According to the latest data released in the 2022 Demographic Census, Brazil has become an older and more female-dominated country. This information, disclosed in October 2023 by the Brazilian Institute of Geography and Statistics (IBGE), indicates that women now constitute 51.
In 2023, smaller players, grouped under “others”, maintained a significant collective share of sales in bath and shower. Although lacking nationwide representation individually, these brands offer consumers alternative options compared with their mainstream counterparts, such as artisanal hand-made soap.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See All of Our DefinitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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