Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Haircare - Brazil - April 2013

“Brazilian consumers in general take haircare very seriously, as it is directly linked to self-confidence and self-esteem. In this landscape, where haircare is linked to self-confidence, and time is scarce for professional, multitasking women, the trend of “salon-quality” products is emerging, giving haircare products a professional appeal—but at affordable prices—to a big part of the population.”

– Iris Ramirez, Senior Beauty & Personal Care Analyst

This report will answer the following questions:

  • What are the current opportunities to increase the use of the after-shampoo subcategory?
  • What are the challenges faced by distribution channels?
  • How is it possible to compete in a market dominated by big global companies?
  • How can haircare companies make the most of Brazil’s regional differences in new product launches?
  • What qualities do Brazilian consumers and their different demographic groups look for in haircare products?
  • How can companies meet the demand by younger people (the biggest consumers of haircare products) in Brazil?
  • What are the current trends and innovations in haircare products in Brazil and in the world?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Sales of haircare products, by subcategory, 2007-11
              • Figure 2: Sales of shampoo, after-shampoo, and hairstyling products, by channel, 2007-11
            • Forecast
              • Figure 3: Sales of haircare products (shampoo, after-shampoo, and hairstyling products), by value, 2007-17
              • Figure 4: Sales of shampoo, by value, 2007-17
              • Figure 5: Sales of after-shampoo (wash-out/leave-in conditioners and hair treatment products), by value, 2007-17
              • Figure 6: Sales of hairstyling products (gel, sprays, creams, mousse), 2007-17
            • Market leaders
              • Figure 7: Companies’ share in the Brazilian shampoo and after-shampoo markets, by value, 2010-11
              • Figure 8: Companies’ share in the Brazilian hairstyling products market, by value, 2010-11
            • The issues
              • Haircare market is driven by after-shampoo products
                  • Figure 9: Attitudes toward haircare, November 2012
                • Diversity of Brazilian people needs to be taken into account
                    • Figure 10: Attitudes toward the purchase of haircare products, November 2012
                  • Retail channel dominates the market, but direct sales growing through innovative actions
                    • Figure 11: Attitudes toward distribution channels of haircare products, November 2012
                  • Brazilians’ attention to hair drives the trend of “salon-quality” products
                    • Figure 12: Launches of “salon-quality” products in relation to the total number of launches in the category, 2009-12
                  • Young people represent potential consumer group, should be focus of launches and communications
                    • Figure 13: Launches of haircare products for children, by subcategory, 2012
                  • What we think
                  • Haircare Market Driven by After-Shampoo Products

                    • Key points
                      • Consumers’ demand for more complete haircare product lines drives the Brazilian market
                        • Figure 14: Value sales of haircare products, by subcategory, 2007-11
                        • Figure 15: Penetration of haircare products, by subcategory, November 2012
                        • Figure 17: Sales of haircare subcategories, by value, 2007-11
                        • Figure 18: Use of hair treatment products, by employment situation, November 2012
                        • Figure 19: Penetration of after-shampoo products, by gender, November 2012
                        • Figure 20: Launches of haircare products, by subcategories, 2009-March 2013
                      • The daily use of after-shampoo products is a differentiating and promising factor for the Brazilian market
                        • Figure 21: Market Share of haircare products, by value (shampoo, after-shampoo, and hairstyling products), world ranking, US$ (bn)
                        • Figure 22: Frequency of use of conditioners, Brazil, November 2012
                        • Figure 23: Frequency of use of hair treatment and hairstyling products, November 2012
                      • Offering complete product lines is important to compete in this market
                        • Figure 24: Launches of haircare products*, by type of launch, 2009-12
                        • Figure 25: Market share of shampoo+conditioner companies, by value, 2010-11
                        • Figure 26: Attitudes toward haircare, November 2012
                        • Figure 27: Market share of companies in the hairstyling products subcategory, by value, 2010-11
                    • Diversity of Brazilian People Needs to be Taken into Account

                      • Key points
                        • Regional differences in relation to hair types are very pronounced and must be taken into consideration
                          • Figure 28: Proportion (average) of race and skin color in Brazil, by region, 2010
                          • Figure 29: Types of sought-after claims in haircare products, by region, November 2012
                        • North and South: different frequency of use and buying behavior
                          • Figure 30: Share of Socio-economic groups, by region, 2010
                          • Figure 31: Penetration of haircare products, by region, November 2012
                          • Figure 32: Frequency of using haircare products, by region, November 2012
                          • Figure 33: Frequency of using shampoo and wash-out conditioner, November 2012
                          • Figure 34: Frequency of use leave-in conditioner, hair treatment products, and hairstyling products, by region, November 2012
                          • Figure 35: Attitudes toward haircare, November 2012
                          • Figure 36: Attitudes in relation to the care of hair, November 2012
                        • Diversity also can be seen among different consumer profiles, requiring more segmented products
                          • Figure 37: Types of products, by gender, November 2012
                          • Figure 38: Popular claims when buying haircare products, by female consumers, by age, November 2012
                      • Retail Channel Dominates the Market, but Direct Sales Channel is Growing through Innovative Actions

                        • Key points
                          • The haircare market in Brazil is not dominated by direct sales
                            • Figure 39: Value sales of haircare products, by channel, 2011
                            • Figure 40: Attitudes toward distribution channels of haircare products, November 2012
                          • Direct sales is still small in the market of haircare products, but it has been making itself noticeable
                            • Figure 41: Value sales of shampoo, by distribution channel, 2007-11
                            • Figure 42: Value sales of after-shampoo products, by distribution channel, 2007-11
                          • Daily usage categories need to be available at all times and on offer
                            • Figure 43: Attitudes toward distribution channels of haircare products, November 2012
                            • Figure 44: Attitudes toward buying haircare products, November 2012
                            • Figure 45: Attitudes toward buying haircare products, by age and gender, November 2012
                            • Figure 46: Attitudes toward buying haircare products, by region, November 2012
                            • Figure 47: Attitudes toward buying haircare products, by Socio-economic group, NOVEMBER 2012
                          • What it means
                          • Brazilians’ Attention to Hair Boosts the Trend of “Salon-Quality” Products

                            • Key points
                              • Good appearance of hair reinforces Brazilians’ self-confidence, especially for women
                                • Figure 48: Attitudes toward haircare, by age group and gender, November 2012
                                • Figure 49: Employment situation, women by age group, November 2012
                                • Figure 50: Attitudes toward haircare products, November 2012
                                • Figure 51: Attitudes toward haircare products, by age group and gender, November 2012
                              • “Salon-quality” products to be used at home is a growing trend in Brazil
                                • Figure 52: Attitudes toward lifestyle, by women’s age group, November 2012
                                • Figure 53: Launches of “Salon-quality” products in relation to the total number of launches in the category, 2009-12
                                • Figure 54: Attitudes toward haircare products, November 2012
                              • Mature consumers and low Socio-economic groups are a good opportunity for the “salon-quality” trend
                                • Figure 55: Attitudes toward haircare products, by Socio-economic group, November 2012
                                • Figure 56: Attitudes toward haircare products, by Socio-economic group, November 2012
                                • Figure 57: Attitudes toward haircare, by women’s age groups, November 2012
                              • What it means
                              • Young People Represent a Potential Consumer Group and Deserve to be the Focus of Launches and Communications

                                • Key points
                                  • Young consumers are high users of all haircare subcategories
                                    • Figure 58: Use of haircare products, by age group, November 2012
                                    • Figure 59: Use of haircare products, by households with children under 12 years old, November 2012
                                    • Figure 60: Launches of children’s haircare products (toddlers, children, and teenagers), by subcategory, 2009-12
                                  • Younger consumers represent a good opportunity for hairstyling products and innovations
                                    • Figure 61: Haircare product launches, by children/adult segmentation, 2009-12
                                    • Figure 62: Launch of children’s haircare products, 2012
                                    • Figure 63: Haircare subcategories among consumer age groups, November 2012
                                    • Figure 64: Frequency of using hairstyling products by young consumers, by gender, November 2012
                                    • Figure 65: Sales of hairstyling products, by value, 2007-11
                                    • Figure 66: Attitudes toward haircare, November 2012
                                  • What it means
                                  • Appendix – The Market

                                      • Figure 67: Sales of haircare products, by subcategories, 2007-11
                                      • Figure 68: Sales of after-shampoo subcategory, 2007-11
                                      • Figure 69: Sales of hairstyling products, by subcategory, 2007-11
                                      • Figure 70: Sales of shampoo, by distribution channel, 2007-11
                                      • Figure 71: Sales of after-shampoo, by distribution channel, 2007-11
                                      • Figure 72: Shampoo and conditioner company retail market share, 2010-11
                                      • Figure 73: Hairstyling products company retail market share, 2010-11
                                      • Figure 74: Haircare market forecast, 2012-17
                                      • Figure 75: Shampoo market forecast, 2012-17
                                      • Figure 76: After-shampoo (conditioners/hair treatment products) market forecast, 2012-17
                                      • Figure 77: Hairstyling market forecast, 2012-17
                                  • Appendix – The Consumer

                                    • Frequency of using shampoo, conditioners, and hair treatment products
                                      • Figure 78: Frequency of using shampoos, conditioners, and hair treatment products, November 2012
                                      • Figure 79: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
                                      • Figure 80: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
                                      • Figure 81: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
                                      • Figure 82: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
                                      • Figure 83: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
                                      • Figure 84: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
                                      • Figure 85: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
                                      • Figure 86: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
                                      • Figure 87: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
                                      • Figure 88: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
                                      • Figure 89: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
                                      • Figure 90: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
                                    • Claims consumers look for when buying hair treatment products
                                      • Figure 91: Claims consumers look for when buying hair treatment products, November 2012
                                      • Figure 92: Claims consumers look for when buying hair treatment products, November 2012
                                      • Figure 93: Claims consumers look for when buying hair treatment products, November 2012
                                      • Figure 94: Claims consumers look for when buying hair treatment products, November 2012
                                    • Attitudes toward hair treatment products
                                      • Figure 95: Attitudes toward haircare, November 2012
                                      • Figure 96: Attitudes toward haircare products, by demographics, November 2012
                                      • Figure 97: Attitudes toward haircare products, by demographics, November 2012
                                    • Attitudes toward haircare products
                                      • Figure 98: Attitudes toward haircare products, November 2012
                                      • Figure 99: Attitudes toward haircare products, by demographics, November 2012
                                      • Figure 100: Attitudes toward haircare products, by demographics, November 2012
                                      • Figure 101: Attitudes toward haircare products, by demographics, November 2012
                                      • Figure 102: Attitudes toward haircare products, by demographics, November 2012
                                      • Figure 103: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
                                      • Figure 104: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
                                      • Figure 105: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
                                      • Figure 106: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
                                      • Figure 107: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
                                      • Figure 108: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
                                      • Figure 109: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
                                    • Current employment status
                                      • Figure 110: Current employment status, by demographics, November 2012
                                      • Figure 111: Current employment status, by demographics, November 2012
                                      • Figure 112: Current working situation of women, November 2012
                                      • Figure 113: Current working situation of women, by demographics, November 2012
                                  • Appendix – GNPD Data

                                      • Figure 114: Haircare product launches, by subcategory, Brazil, 2009-March 2013
                                      • Figure 115: Haircare product launches, by launch type, Brazil, 2009-12
                                      • Figure 116: Haircare product launches, by subcategory and moisturizing/hydrating claim, Brazil, 2009-12
                                      • Figure 117: Male Haircare product launches in relation to total, 2009-12
                                      • Figure 118: Launch of haircare products with salon-quality claims, 2009-12
                                      • Figure 119: Launch of haircare products with keratin, in relation to total, Brazil, 2009-12
                                      • Figure 120: Haircare product launches with anti-aging claims in relation to the total, Brazil, 2009-March 2013
                                      • Figure 121: Children's haircare product launches, by subcategory, Brazil, 2009-12
                                      • Figure 122: Haircare product launches, by adult and children demographics, Brazil, 2009-12

                                  Companies Covered

                                  To learn more about the companies covered in this report please contact us.

                                  Haircare - Brazil - April 2013

                                  £3,277.28 (Excl.Tax)