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 - May 2015

“Haircare is the top beauty and personal care category in terms of new product launches in Brazil. Well-known brands of shampoo, conditioners, and hairstyling products operating in the country show steady performances in the market, and consumers are on the lookout for innovative and higher value-added products.”
– Juliana Martins, Beauty and Personal Care Analyst

This report will answer the following key questions:

  • What types of haircare products are increasingly being used by Brazilian consumers?
  • Does the use of treatment products improve how consumers feel about their hair?
  • Can seasonal products – designed to be used during specific seasons of the year – attract Brazilian consumers?
  • What are the international trends in the haircare category that could also be appealing to Brazilian consumers?

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
              • Forecast for the haircare market in 2015 is for slower growth
                • Figure 1: Forecast of retail sales of haircare products, by value, Brazil 2009-19
              • Companies and brands
                • Unilever is a leader in the shampoo and conditioner segments, with 25.8% market share in 2014
                  • Figure 2: Leading companies’ retail sales share in the shampoo and conditioner segments*, by value, Brazil 2013-14
                • Brazilian company, Hypermarcas, has nearly half of the total market share in the hairstyling segment
                  • Figure 3: Leading companies’ retail sales share in the hairstyling segment*, by value, Brazil 2013-14
                • The consumer
                  • Higher value-added products, such as dry shampoos and hair oils, increased their penetration among Brazilian consumers from 2014-15
                    • Figure 4: Frequency of using haircare products, Brazil – January 2015
                  • Usage of hair treatments contributes to young consumers aged 16-24 having better perception of their hair
                    • Figure 5: Behavior toward using haircare products, Brazil – January 2015
                  • Having prior knowledge of a brand (whether through professionals, friends, or having used it before) is important to Brazilians
                    • Figure 6: Behavior toward buying haircare products, Brazil – January 2015
                  • Hair fragrances are appealing to 19% of Brazilian consumers
                    • Figure 7: Interest in innovations in haircare products, Brazil – January 2015
                  • What we think
                  • Issues and Insights

                      • How can dry shampoo brands attract Brazilian consumers?
                        • How can brands increase consumption of haircare products among over- 55 male consumers?
                          • When the temperature is high, 30% of Brazilians wash their hair more frequently. What are the opportunities for colder months?
                          • Trend Applications

                            • Trend: Make it Mine
                              • Trend: Life Hacking
                                • Trend: Return to the Experts
                                • Who is innovating?

                                  • Key points
                                    • Launches of anti-aging haircare products increased from 2013 to 2015 in Brazil
                                      • Figure 8: Launches of new haircare products with “anti-aging” claims, by year of launch, 2013-March 2015
                                    • Chemical-free haircare products are still rare in Brazil
                                      • Figure 9: Launches of new products with “paraben-free,” “sulfate-free,” and “silicone-free” claims, by Percentage, top six countries, 2013-March 2015 *
                                    • Hairstyling products increased their new product launch market share in the haircare category from 2014-15
                                      • Figure 10: Launches of new haircare products, percentage by segment, Brazil, 2013-March 2015
                                  • Market and Forecast

                                    • Key points
                                      • Forecast for the haircare category is for slower growth in 2015
                                        • Figure 11: Retail sales in the haircare category, by value, Brazil – 2009-19
                                        • Figure 12: Forecast of retail sales of haircare products, by value, Brazil 2009-19
                                      • Retail value sales of shampoos and conditioners grew 11.5% in 2014
                                        • Figure 13: Retail sales in the shampoo and conditioner segments*, by value, Brazil 2009-19
                                        • Figure 14: Forecast of retail sales of shampoo and conditioners*, by value, Brazil 2009-19
                                      • Despite the higher number of product launches in the hairstyling segment in 2015, the market is expected to grow at more moderate levels in the coming years
                                        • Figure 15: Retails sales in the hairstyling segment*, by value, Brazil 2009-19
                                        • Figure 16: Forecast of retail sales of hairstyling products*, by value, Brazil 2009-19
                                      • Factors used in forecasting
                                      • Market Share

                                        • Key points
                                          • Unilever is the leader in the shampoo and conditioner segment, with 25.8% of market share in 2014
                                            • Figure 17: Leading companies’ retail sales share in the shampoo and conditioner segments*, by value, Brazil 2013-14
                                          • Brazilian company, Hypermarcas, has nearly half of the total market share in the hairstyling segment
                                            • Figure 18: Leading companies’ retail sales share in the hairstyling segment*, by value, Brazil 2013-14
                                        • Companies and Brands

                                          • Unilever PLC
                                            • Grupo L’Oréal
                                              • Procter & Gamble
                                                • Hypermarcas SA
                                                • The Consumer – Frequency of Using Haircare Products

                                                  • Key points
                                                    • Higher value-added products, such as dry shampoos and hair oils, increased penetration among Brazilians from 2014-15
                                                      • Figure 19: Frequency of using haircare products, January 2015
                                                    • Men stand out in their responses regarding the use of hairstyling products
                                                      • Figure 20: Use of haircare products, by gender, Brazil – January 2015
                                                    • Consumers in the South tend to use fewer haircare products than consumers in other regions
                                                      • Figure 21: Use of haircare products, by region, Brazil – January 2015
                                                  • The Consumer – Behavior toward Using Haircare Products

                                                    • Key points
                                                      • Young consumers report seeing a significant difference in their hair when using hair treatments
                                                        • Figure 22: Behavior toward using haircare products, Brazil – January 2015
                                                      • Young women are more likely than young men to use haircare products to treat a specific problem
                                                        • Figure 23: Agreement with the statement: “I use haircare products that target a specific problem I am trying to solve,” by age and gender, Brazil – January 2015
                                                      • Consumers in the Central-West region tend to consider higher value-added haircare products as more efficient
                                                        • Figure 24: Behavior toward using haircare products, by region, Brazil – January 2015
                                                    • The Consumer – Behavior toward Buying Haircare Products

                                                      • Key points
                                                        • Having prior knowledge of a brand (whether through professionals, friends or having used it before) is important to Brazilians
                                                          • Figure 25: Behavior toward buying haircare products, Brazil – January 2015
                                                        • Young women are more likely to buy haircare products recommended by beauty blogs, while women aged 35-44 take more risks buying recently launched products
                                                          • Figure 26: Behavior toward buying haircare products, by age and gender, Brazil – January 2015
                                                        • Consumers in the Central-West and South regions show different behaviors when buying haircare products
                                                          • Figure 27: Behavior toward buying haircare products, by region, Brazil – January 2015
                                                      • The Consumer – Interest in Innovations

                                                        • Key points
                                                          • Hair fragrances are appealing to 19% of Brazilian consumers
                                                            • Figure 28: Interest in innovations in haircare products, Brazil – January 2015
                                                          • Men aged 16-24 and women aged 25-34 are more likely to be interested in cleansing conditioners
                                                            • Figure 29: Interest in innovations in haircare products, by gender and age, Brazil – January 2015
                                                          • Women aged 45+ are more likely to prefer haircare BB creams than CC or DD creams
                                                            • Figure 30: Interest in innovations in haircare products, by age, Brazil – January 2015

                                                        Haircare - Brazil - May 2015

                                                        US $3,995.00 (Excl.Tax)