In 2018, Unilever Brasil Ltda. was by far the company with the highest brand penetration in the shampoo segment in Brazil. Nearly 64 percent of households in the country purchased shampoo of brands such as Seda, Dove, and TRESemmé, marketed by this company. Colgate-Palmolive ranked second, with a share of 35.7 percent.
Shampoo companies with the highest brand penetration rate in Brazil in 2018
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).
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
Associação Brasileira de Supermercados. (October 30, 2019). Shampoo companies with the highest brand penetration rate in Brazil in 2018 [Graph]. In Statista. Retrieved December 04, 2024, from https://www.statista.com/statistics/1066884/shampoo-companies-penetration-rate-brazil/
Associação Brasileira de Supermercados. "Shampoo companies with the highest brand penetration rate in Brazil in 2018." Chart. October 30, 2019. Statista. Accessed December 04, 2024. https://www.statista.com/statistics/1066884/shampoo-companies-penetration-rate-brazil/
Associação Brasileira de Supermercados. (2019). Shampoo companies with the highest brand penetration rate in Brazil in 2018. Statista. Statista Inc.. Accessed: December 04, 2024. https://www.statista.com/statistics/1066884/shampoo-companies-penetration-rate-brazil/
Associação Brasileira de Supermercados. "Shampoo Companies with The Highest Brand Penetration Rate in Brazil in 2018." Statista, Statista Inc., 30 Oct 2019, https://www.statista.com/statistics/1066884/shampoo-companies-penetration-rate-brazil/
Associação Brasileira de Supermercados, Shampoo companies with the highest brand penetration rate in Brazil in 2018 Statista, https://www.statista.com/statistics/1066884/shampoo-companies-penetration-rate-brazil/ (last visited December 04, 2024)
Shampoo 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/1066884/shampoo-companies-penetration-rate-brazil/
