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).
In 2018, Unilever Brasil Ltda. was the company with the highest brand penetration in the liquid hand and body soap segment in Brazil. Around *** percent of households in the country purchased liquid soap of brands such as Lux, and Dove, marketed by this company. Colgate-Palmolive ranked second, with a share of *** percent.
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Associação Brasileira de Supermercados. (October 30, 2019). Liquid soap companies with the highest brand penetration rate in Brazil in 2018 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 28, 2026, from /statistics/1066752/liquid-soap-companies-penetration-rate-brazil/
Associação Brasileira de Supermercados. "Liquid soap companies with the highest brand penetration rate in Brazil in 2018." Chart. October 30, 2019. ÌÇÐÄÆƽâ°æ. Accessed July 28, 2026. /statistics/1066752/liquid-soap-companies-penetration-rate-brazil/
Associação Brasileira de Supermercados. (2019). Liquid soap companies with the highest brand penetration rate in Brazil in 2018. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 28, 2026. /statistics/1066752/liquid-soap-companies-penetration-rate-brazil/
Associação Brasileira de Supermercados. "Liquid Soap Companies with The Highest Brand Penetration Rate in Brazil in 2018." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Oct 2019, /statistics/1066752/liquid-soap-companies-penetration-rate-brazil/
Associação Brasileira de Supermercados, Liquid soap companies with the highest brand penetration rate in Brazil in 2018 ÌÇÐÄÆƽâ°æ, /statistics/1066752/liquid-soap-companies-penetration-rate-brazil/ (last visited July 28, 2026)
Liquid soap companies with the highest brand penetration rate in Brazil in 2018 [Graph], Associação Brasileira de Supermercados, October 30, 2019. [Online]. Available: /statistics/1066752/liquid-soap-companies-penetration-rate-brazil/
