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Suncare - Brazil - November 2015

"Suncare lotions/creams are highly used by Brazilians. However, there is space in the market for products with different textures (eg powder) and formats (eg soaps). In addition, suncare products designed for other areas (apart from face and body), such as hair, could appeal to Brazilians."
– Juliana Martins, Beauty and Personal Care Analyst

This report answers the following key questions:

  • How frequently do consumers use the main types of suncare products?
  • What are the usage behaviors of these consumers? Do Brazilian consumers use suncare products to avoid cancer or only when they expose themselves to the sun? 
  • What innovations would Brazilians be willing to pay more for?
  • What are the Brazilians' main behaviors toward the purchase of suncare products? Are they spending less on this type of product? Do they stock up on suncare products, or do they buy them only in the summer?

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Table of contents

  1. Overview

      • Definition
      • Executive Summary

          • The market
            • Sales of suncare products grew substantially in 2014 with high temperatures
              • Figure 1: Forecast of retail sales of suncare products*, by value – Brazil, 2010-20
            • Market share
              • Investments in campaigns and innovation contributed to the increasing market share by Nivea Sun and L'Oréal Solar Expertise
                • Figure 2: Leading companies' sales share in the retail suncare market*, by value, Brazil, 2013-14
              • The consumer
                • Consumers’ increasing awareness of the dangers of sun exposure drive sales of aftersun products
                  • Figure 3: Frequency of using suncare products – Brazil, September 2015
                • 20% of consumers look for products designed for their skin type
                  • Figure 4: Behavior toward using suncare products – Brazil, September 2015
                • Many Brazilians show interest in multifunctional suncare products
                  • Figure 5: Interest in suncare innovations – Brazil, September 2015
                • Brazilians tend to buy more suncare products during summer months
                  • Figure 6: Behavior toward purchasing suncare products – Brazil, September 2015
                • What we think
                • Issues and Insights

                  • Despite governmental campaigns, only 29% of Brazilians report using sun protection to avoid skin cancer
                    • The facts
                      • The implications
                        • How can companies still attract consumers during Brazil's current economic crisis?
                          • The facts
                            • The implications
                              • More and more products have SPF added to their formulas
                                • The facts
                                  • The implications
                                  • The Market − What You Need to Know

                                    • Sales of suncare products increase during summer months
                                      • Extreme temperature during summer 2014 contributed to an increase in sales
                                        • Consumers who are allergic to the sun and mature consumers are demographic niches to be explored by suncare companies
                                        • Market and Forecast

                                          • Marked by high temperatures, sales of suncare products experienced strong growth in 2014
                                            • Figure 7: Retail sales of suncare products*, by value – Brazil, 2010-20
                                            • Figure 8: Retail sales of suncare products, by value, by segment – Brazil, 2013-14
                                          • The suncare market is expected to grow 18% in 2015, compared to 2014
                                            • Figure 9: Forecast of retail sales of suncare products* by value – Brazil, 2010-20
                                        • Market Drivers

                                          • Brazil's rising temperatures
                                            • Market lacks products aimed at consumers who are allergic to sun and products with “anti-aging” claims
                                            • Key Players − What You Need to Know

                                              • Nivea develops creative campaigns for the suncare market
                                                • Hypermarcas announces sale of its cosmetics division to Coty, including brand Cenoura & Bronze
                                                  • Campaign to be shared among friends
                                                  • Market Share

                                                    • Investments in campaigns and innovation contributed to the increasing market share of Nivea Sun and L'Oréal Solar Expertise
                                                      • Figure 10: Leading companies' sales share in the retail suncare market*, by value – Brazil, 2013-14
                                                  • Who’s Innovating?

                                                    • Products for sensitive skin have good potential in Brazil
                                                      • Figure 11: Launches of suncare products positioned as "for sensitive skin,” by top 5 countries and Brazil, 2013-September 2015
                                                    • Over-55s represent a good opportunity for the market
                                                      • Figure 12: Launches of suncare products positioned as “anti-aging,” by top five countries and Brazil, 2013-September 2015
                                                    • There is an opportunity in the market for suncare products in different formats and textures
                                                      • Figure 13: Launches of suncare products, by subcategory, Brazil, October 2012-October 2015
                                                  • The Consumer – What You Need to Know

                                                    • Aftersun products could be more targeted at young people and consumers living in the Central-West regions
                                                      • Customization and “free from” products are also important in the suncare category
                                                        • Brazilians show interest in innovative products
                                                          • Sales of suncare products are seasonal, increasing during summer months
                                                          • Frequency of Using Suncare Products

                                                            • Consumers’ increasing awareness of the dangers of sun exposure drive sales of aftersun products
                                                              • Figure 14: Frequency of using suncare products – Brazil, September 2015
                                                            • Sun protection products can appeal to younger women
                                                              • Figure 15: Frequency of using suncare products, by age group – Brazil, September 2015
                                                            • Products with “anti-aging” claims and with high SPF factors can appeal to men aged 25-34
                                                              • Figure 16: Frequency of using suncare products, by male consumers and age group – Brazil, September 2015
                                                            • Dry climate in the Central-West region is a good opportunity for the market
                                                              • Figure 17: Total use of body moisturizer with FPS, facial moisturizer with FPS and sun protection lip balm with SPF, by region – Brazil, September 2015
                                                          • Behavior toward Using Suncare Products

                                                            • 20% of consumers look for products designed for their skin type
                                                              • Figure 18: Behavior toward using suncare products – Brazil, September 2015
                                                            • Convenience and ingredients are important for many men
                                                              • Figure 19: Selected behaviors toward using suncare products, by gender – Brazil, September 2015
                                                            • 20% of consumers living in the South use different products for the face and body
                                                              • Figure 20: Selected behaviors toward using suncare products, by region – Brazil, September 2015
                                                          • Interest in Innovations

                                                            • Many Brazilians show interest in multifunctional suncare products
                                                              • Figure 21: Interest in suncare innovations – Brazil, September 2015
                                                            • Soaps with SPF can appeal to more mature men
                                                              • Figure 22: Interest in body wash/soaps with SPF that keep skin protected after being washed, by gender and age – Brazil, September 2015
                                                            • Innovative products can appeal to consumers in the South
                                                              • Figure 23: Interest in selected innovations in suncare products, by region – Brazil, September 2015
                                                          • Behavior toward Purchasing Suncare Products

                                                            • Brazilians tend to buy more suncare products during summer months
                                                              • Figure 24: Behavior toward purchasing suncare products, Brazil, September 2015
                                                            • More mature consumers tend to worry about ingredients used in suncare products
                                                              • Figure 25: Behavior toward purchasing suncare products – "I read products' ingredients before buying them,” by gender and age, Brazil, September 2015
                                                            • Popular brands have the opportunity to attract C12 consumers
                                                              • Figure 26: Selected behaviors toward purchasing suncare products, by socioeconomic groups, Brazil, September 2015
                                                          • Appendix – Market Size and Forecast

                                                              • Figure 27: Retail sales of suncare products*, by value, Brazil – 2010-20
                                                              • Figure 28: Forecast of retail sales of suncare products*, by value, Brazil – 2010-20
                                                              • Figure 29: Brazil retail sales of suncare products, by value, by segments, Brazil – 2013-14
                                                          • Appendix – Methodology and Abbreviations

                                                            • Factors used in forecasting
                                                              • Abbreviations

                                                              Companies Covered

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

                                                              Suncare - Brazil - November 2015

                                                              £3,174.67 (Excl.Tax)