Personal care: sector grows, but still needs to become accessible

With the Covid-19 pandemic, the population started to have a new look at the importance of health and personal care, thus transforming their consumption habits. Consequently, the post-pandemic period has shown a greater consumption of personal care items, and, following this trend, the industry has sought to develop products that meet the demands of society.

According to a survey by Euromonitor International, the sale of these items grew 4.7% in 2020, recording BRL 122.4 billion in revenue. The largest markets in the segment in the world are the United States, China, Japan, and Brazil.

For Felipe Quintino, founder of Tissue Online and CEO of Nexum Group, currently, this sector is much more comprehensive and complete, going beyond “common” diapers and sanitary pads. “There is an infinity of modern, comfortable solutions with strong embedded technology”, commented the executive.

Quintino also explains that one of the items that has been gaining ground faster than expected in the Brazilian market is wet wipes. According to Euromonitor International, sales figures in Brazil have grown by double digits in the last two years, reaching BRL 37.4 million in 2021 – a result 13.9% higher than that recorded in 2020, which had already increased 11.8% over 2019. “The product seems to have been incorporated into the consumer’s routine and, therefore, the forecast for the next five years remains very encouraging, with an increase of 37%, to BRL 51.3 million”, Felipe pointed out.

The CEO also indicated that the consumption of this product is going beyond personal hygiene, as it allows for a quick disinfection of shared surfaces, becoming the “must have” of middle and upper-middle class Brazilians in the prevention of coronavirus.

“It is important to highlight that the item already has a consolidated market in North American and European countries, where they are commonly used to replace surface washing, which aligns them with the trend of lower water consumption,” he added.

In this global change of mindset, personal care has entered the post-pandemic agenda with full force, but its concept is much greater than aesthetics or “luxury” items – still considered superfluous and unattainable for most Brazilians. “Talking about personal care products is talking about health, well-being, everyday products – or that at least should be part of people’s daily lives”, said the executive.

In this sense, Felipe notes that there is a deeper discussion on the subject, going through topics such as menstrual poverty, which have been discussed in all countries and have become a warning sign for many governments and health organizations.

“The lack of access to menstrual pads is a social problem and, at the same time, a sign of the enormous potential that this market still must be explored. Brazil, within its historical inequality, can still absorb much more consumption of hygiene items, especially feminine care, and keep breaking taboos on the subject”, Quintino declared.

The baby care market is also an important part of the sector. According to data from Nielsen, disposable diapers in general are the biggest revenue in the baby care category – R$ 7.41 billion of the totals of R$ 11.31 billion. The study shows that this is the third most searched item in the hygiene and beauty section.

“The baby pants diaper model has been a hit since 2014 and a constant bet by the main manufacturers. For retailers, the item’s differentials added to the great demand allow the application of more interesting margins. Here, the social factor also plays a role, since despite the excellent commercial performance, many families still struggle with the need for diapers for their children, even in more developed countries, such as the USA”, highlighted Felipe.

However, as the CEO of the Nexum Group points out, the greatest potential in the sector is adult care, due to the constant growth of the elderly population and the permanence of population growth – even if at a slower pace than in past decades.

“This represents potential consumers who, in old age, begin to face urinary incontinence challenges – which also involves breaking many stigmas. Without updated public sales data, the increase in the consumption of adult diapers is observed with the growth of available brands and with the increase of technology for absorption. With discretion as a keyword, the items are increasingly similar to underwear and promise to bring total comfort to users”, highlighted the founder of Tissue Online.

For him, it is a fact that in recent decades personal care products have moved from the list of superfluous items to essential items. In this way, the sector must adapt to the consumer’s routine, providing comfort, discretion and freedom. “More than that, they must be accessible to everyone, as essential goods that they are”, Felipe added.

“Given this scenario, we hope that the sector will continue to gain strength in the coming decades and that we will follow the emergence of new products and new technologies that will revolutionize our lives, offering the dignity and quality of life that everyone deserves”, Quintino concluded.