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 2016

"The market for shampoos and conditioners as well as hairstyling products will continue to face difficulties to grow because of the current economic recession in Brazil. Developing products with new ingredients (such as coconut oil) and taking advantage of certain opportunities (‘bomb shampoo’, for example) are essential to thrive in this challenging market full of competitors.”
Juliana Martins, Beauty and Personal Care Analyst


This report looks at the following areas:

  • Could haircare products contribute to a healthier life?
  • How to encourage consumers to use different haircare products?
  • How to attract consumers who prefer professional products?

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. Overview

      • Definition
      • Executive Summary

          • The market
            • Sales of haircare products continue to grow at a moderate pace
              • Figure 1: Forecast of retail sales of haircare products*, by value, Brazil, 2010-20
            • Market share
              • Unilever leads sales of shampoos and conditioners
                • Figure 2: Leading companies' retail sales share in the shampoo* and conditioner** segment, by value, Brazil, 2014-15***
              • Hypermarcas had almost half of the hairstyling market share in 2015
                • Figure 3: Leading companies' retail sales share in the hairstyling segment*, by value, Brazil, 2014-15
              • The consumer
                • Lack of information can be a barrier for haircare products purchase
                  • Figure 4: Hair types of Brazilians, Brazil, February 2016
                • Shampoos that reduce breakages and frizz can appeal to consumers
                  • Figure 5: Important benefits in shampoos, by type of hair, Brazil, February 2016
                • Products for curly hair should explore new claims
                  • Figure 6: Haircare routine, Brazil, February 2016
                • Vitamins and supplements can be good allies for hair appearance
                  • Figure 7: Important factors, Brazil, February 2016
                • Brazilians are more interested in cleansing conditioners
                  • Figure 8: Innovations, Brazil, February 2016
                • What we think
                • Issues and Insights

                  • Could haircare products contribute to a healthier life?
                    • The facts
                      • The implications
                        • How to encourage consumers to use different haircare products?
                          • The facts
                            • The implications
                              • How to attract consumers who prefer professional products?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Retail sales of haircare products grew only 4.6% in 2015
                                      • Unemployment rise leads Brazilians to be more cautious with money
                                        • There is no crisis in the market of haircare products for men
                                        • Market Size and Forecast

                                          • Economic crisis should continue affecting the haircare market
                                            • Figure 9: Retail sales of haircare products, by value, Brazil, 2010-20
                                            • Figure 10: Forecast of retail sales of haircare products*, by value, Brazil, 2010-20
                                          • Shampoos and conditioners boost the sector, but also feel the crisis
                                            • Figure 11: Retail sales of shampoos* and conditioners**, by value, Brazil, 2010-20
                                            • Figure 12: Forecast of retail sales of shampoos* and conditioners**, by value, Brazil, 2010-20
                                          • Hairstyling products had a retraction in sales in 2015
                                            • Figure 13: Retail sales of hairstyling products*, by value, Brazil, 2010-20
                                            • Figure 14: Forecast of retail sales of hairstyling products*, by value, Brazil, 2010-20
                                        • Market Drivers

                                          • Men’s vanity contributes to the haircare market growth
                                            • IPI rise and economic crisis will still hamper the market in 2016
                                            • Key Players – What You Need to Know

                                              • Dove campaign encourages women to assume their hair
                                                • Niely launches new line of products for curly hair
                                                  • TRESemmé creates website dedicated to curly hair
                                                    • Wella, Monange, and Bozzano are sold to Coty
                                                    • Market Share

                                                      • The market segment of shampoos and conditioners is marked by acquisitions and sales of brands and companies
                                                        • Figure 15: Leading companies' retail sales share in the shampoos* and conditioners** segment, by value, Brazil, 2014-2015***
                                                      • Hypermarcas leads the segment of hairstyling products
                                                        • Figure 16: Leading companies' retail sales share in the hairstyling segment*, by value, Brazil, 2014-15
                                                    • Who’s Innovating?

                                                      • Hair products with UV protection have space to grow in the market
                                                          • Figure 17: Launches of new haircare products with 'UV protection' claims, by 5 selected countries, 2015
                                                        • Not only bald people seek hair growth stimulators, those with curly and African hair too
                                                          • Figure 18: Launches of new haircare products with 'anti-fall' claims, by top five countries and Brazil, 2015
                                                        • Consumers’ desire for haircare products that hydrate and enhance brightness is an opportunity for options based on coconut oil
                                                            • Figure 19: Launches of new haircare products with 'brightening' and 'hydrating' claims, Brazil, January 2013-December 2015
                                                        • The Consumer – What You Need to Know

                                                          • Different hair types are found from North to South of Brazil
                                                            • Consumers seek different benefits in haircare products
                                                              • There are opportunities for products for curly hair
                                                                • Some Brazilians believe a good hair appearance depends on diet
                                                                  • Brazilians are interested in haircare products with added value
                                                                  • Hair Types

                                                                    • Curly and straight are the most cited hair types by Brazilians
                                                                      • Figure 20: Hair types of Brazilians, Brazil, February 2016
                                                                    • Women could be interested in treatment ampoules for curly hair
                                                                      • Figure 21: Hair types of Brazilians, by gender, Brazil, February 2016
                                                                    • Brazilian diversity can be seen between the different regions of Brazil
                                                                      • Figure 21: Hair types of Brazilians, by region, Brazil, February 2016
                                                                  • Important Benefits

                                                                    • Consumers with curly and wavy hair seek to reduce frizz and split ends
                                                                      • Figure 22: Important benefits in shampoos, by type of hair, Brazil, February 2016
                                                                    • Consumers want conditioners that hydrate and add softness
                                                                      • Figure 23: Important benefits in conditioners, by type of hair, Brazil, February 2016
                                                                    • Shine-enhancing hairstyling products could appeal to men
                                                                      • Figure 24: Important benefits in hairstyling products, by male gender, Brazil, February 2016
                                                                    • Repairing chemical damage is essential for hair treatment products
                                                                      • Figure 25: Important benefits in hair treatment products, Brazil, February 2016
                                                                  • Haircare Routine

                                                                    • Straight hair has been replaced by natural wires
                                                                      • Figure 26: Haircare routine, Brazil, February 2016
                                                                    • Better information for men could generate loyalty
                                                                      • Figure 27: Haircare routine, by gender, Brazil, February 2016
                                                                    • Young women are looking for products that stimulate hair grow
                                                                      • Figure 28: Haircare routine, by female gender, Brazil, February 2016
                                                                  • Important Factors

                                                                    • Vitamins and supplements can boost a good hair appearance
                                                                      • Figure 29: Important factors, Brazil, February 2016
                                                                    • Frequency of washing hair is not so important for some consumers
                                                                      • Figure 30: Important factors, by region, Brazil, February 2016
                                                                    • There is a shortage of personalized products for men
                                                                      • Figure 31: Important factors, by gender, Brazil, February 2016
                                                                  • Innovations

                                                                    • Brazilian consumers are more interested in cleansing conditioners
                                                                        • Figure 32: Innovations, Brazil, February 2016
                                                                      • Bar shampoos with higher added value could appeal to men
                                                                        • Figure 33: Innovations, by gender, Brazil, February 2016
                                                                      • Promotions can led young women to buy products that work during the night
                                                                        • Figure 34: Innovations, by female gender, Brazil, February 2016
                                                                    • Appendix – Market Size and Forecast

                                                                        • Figure 35: Retail sales of haircare products, by value, Brazil, 2010-20
                                                                        • Figure 36: Forecast of retail sales of haircare products, by value, Brazil, 2010-20
                                                                        • Figure 37: Leading companies' retail sales share in the shampoo* and conditioner** segments, by value, Brazil, 2014-15***
                                                                        • Figure 38: Leading companies' retail sales share in the hairstyling segment*, by value, Brazil, 2014-15
                                                                    • Appendix – Methodology and Definitions

                                                                      • Fan chart forecast
                                                                        • Abbreviations

                                                                        Companies Covered

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

                                                                        Haircare - Brazil - April 2016

                                                                        £3,199.84 (Excl.Tax)