In 2018, Unilever Brasil Ltda. was the company with the highest brand penetration in the deodorant segment in Brazil. More than 67 percent of households in the country purchased deodorant of brands such as Rexona, Axe, and Dove, marketed by this company. Coty Brasil ranked second, with a share of 41.4 percent.
Deodorant companies with the highest brand penetration rate in Brazil in 2018
Characteristic
Penetration rate
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Penetration rate is defined as the percentage of households who have purchased a brand corresponding to the company during the previous year. Each company is classified by the sum of all brands in their portfolio under the surveyed category.
Each percentage point represents 560 thousand Brazilian households. Only cities with more than ten thousand inhabitants were surveyed (with the exception of the North region, when only cities with more than 200 thousand inhabitants were surveyed).
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Associação Brasileira de Supermercados. (October 30, 2019). Deodorant companies with the highest brand penetration rate in Brazil in 2018 [Graph]. In Statista. Retrieved August 24, 2024, from https://www.statista.com/statistics/1066736/deodorant-companies-penetration-rate-brazil/
Associação Brasileira de Supermercados. "Deodorant companies with the highest brand penetration rate in Brazil in 2018." Chart. October 30, 2019. Statista. Accessed August 24, 2024. https://www.statista.com/statistics/1066736/deodorant-companies-penetration-rate-brazil/
Associação Brasileira de Supermercados. (2019). Deodorant companies with the highest brand penetration rate in Brazil in 2018. Statista. Statista Inc.. Accessed: August 24, 2024. https://www.statista.com/statistics/1066736/deodorant-companies-penetration-rate-brazil/
Associação Brasileira de Supermercados. "Deodorant Companies with The Highest Brand Penetration Rate in Brazil in 2018." Statista, Statista Inc., 30 Oct 2019, https://www.statista.com/statistics/1066736/deodorant-companies-penetration-rate-brazil/
Associação Brasileira de Supermercados, Deodorant companies with the highest brand penetration rate in Brazil in 2018 Statista, https://www.statista.com/statistics/1066736/deodorant-companies-penetration-rate-brazil/ (last visited August 24, 2024)
Deodorant companies with the highest brand penetration rate in Brazil in 2018 [Graph], Associação Brasileira de Supermercados, October 30, 2019. [Online]. Available: https://www.statista.com/statistics/1066736/deodorant-companies-penetration-rate-brazil/