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Brazil Haircare - Shampoo, Conditioner, Treatment and Coloring Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Haircare - Shampoo, Conditioner, Treatment and Coloring market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report covers haircare products for men and women, as well as unisex products. Market data is based on sales in all retail distribution channels, including direct sales to consumers, but it excludes the professional sector (products sold in beauty salons). Market data include:

  • Shampoos: Regular rinse-out shampoo, 2-in-1 shampoo, 3-in1 shampoo, shampoo for Afro/ethnic hair, shampoo for men, antidandruff shampoo, medicated shampoo, problem hair, kids shampoo
  • Conditioners: Leave-in, rinse-out, treatment masks
  • Hair color products

The consumer research was conducted online by Lightspeed/ Mintel with 1,500 internet users aged 16+ in February 2018 (see Methodology). Detailed demographics can be found in the Databook.

In 2017, market data has been compiled using a new methodology. As the Reports published before 2017 used a differentiated approach, it’s not possible to draw a direct comparison with current data.

What you need to know

Shampoos and conditioners are considered products of basic hygienic need and are highly consumed in Brazil, even during financial difficulties. However, consumers have favored cheaper options, a behavior that has impacted retail sales performance in terms of value since 2015. On the other hand, the hair colorant market may have benefited from the economic recession. As consumers’ purchasing power has declined, brands of hair colorants have invested in the development of products that are easy to use (ie products that can be applied at home by consumers themselves).

Expert analysis from a specialist in the field

Written by Juliana Martins, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The Brazilian haircare market is constantly innovating. New trends, such as natural, organic, and vegan products, as well as options for different hair types, such as curly and Afro-textured; new washing techniques, such as no-poo/low-poo; and line extensions, such as post-shampoos, pre-shampoos, and cleansing conditioners have impacted consumption and changed consumer behaviors. Juliana Martins
Beauty & Personal Care Specialist

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • There is a lack of products for the elderly
              • Consumption of dry haircare products is still low
                • Figure 1: Launches of dry shampoos, by format/texture, January 2016-February 2018
              • Women with wavy hair also need incentive to adopt natural style
                • Opportunities
                  • Mix of products can help boost sales of shampoos and conditioners
                    • Figure 2: Retail sales of shampoos and conditioners, by value, Brazil, 2012-22
                  • Temporary hair color products can appeal to young people
                    • Figure 3: Usage of hair colorants, "No, but I have colored my hair in the past," by age, February 2018
                  • Products designed to be used during sleep can have many claims
                    • Figure 4: Hair products interest, "Products designed to be used during sleep," February 2018
                  • What we think
                  • The Market – What You Need to Know

                    • Shampoos and conditioners are highly consumed
                      • Hair colorants may have benefited from the economic recession
                        • Number of new beauty salons and barber shops increases
                          • Market can explore some niches to stimulate sales in volume
                          • Market Size and Forecast

                            • Mix of products can boost sales of shampoos and conditioners
                              • Figure 5: Retail sales of shampoos and conditioners, by value, Brazil, 2012-22
                              • Figure 6: Forecast of retail sales of shampoos and conditioners, by value, Brazil, 2012-22
                            • Economic recession can help retail sales of hair colorants
                              • Figure 7: Retail sales of hair colorants, by value, Brazil, 2012-22
                              • Figure 8: Forecast of retail sales of hair colorants, by value, Brazil, 2012-22
                          • Market Drivers

                            • Economic recession hasn’t stopped opening of beauty salons
                              • Barber shops become important sales channel
                                • There is a lack of products for the elderly
                                  • Technologies present in formulations help ensure hair health
                                  • Key Players – What You Need to Know

                                    • Unilever leads sales of shampoos and conditioners
                                      • L’Oréal and Coty account for more than half of hair colorant sales
                                        • Several campaigns are carried out to publicize haircare products
                                          • Brands can invest in products with natural ingredients and dry usage
                                          • Market Share

                                            • Two companies account for more than half of Brazil’s retail sales of shampoos and conditioners
                                              • Figure 9: Leading companies’ retail sales share of shampoos and conditioners, by value, Brazil, 2016-17
                                            • Innovation and color diversity ensure L’Oréal leadership
                                              • Figure 10: Leading companies’ retail sales share of hair colorants, by value, Brazil, 2016-17
                                          • Marketing Campaigns and Actions

                                            • Actress Isis Valverde is the face of O Boticário new haircare line
                                              • Figure 11: O Boticário "Patrulha do Frizz" campaign, August 2017
                                            • Singer Ludmilla does hair transition with Salon Line products
                                              • Figure 12: Salon Line "#todecacho" campaign, December 2017
                                            • Seda reveals its new style of communication
                                              • Figure 13: Seda "#JuntasArrasamos" campaign, July 2017
                                            • Elsève features actress Grazi Massafera as spokeswoman
                                              • Figure 14: Elsève Cicatri Renov campaign, August 2017
                                            • TRESemmé Solar Repair had online and offline campaigns
                                              • Figure 15: TRESemmé Solar Repair campaign, February 2018
                                            • Niely launches ‘Diva de Cachos’ line with influencers’ co-creation
                                              • Figure 16: Niely "Diva de Cachos" campaign, September 2017
                                            • Siàge campaign with several women shows products for curly hair
                                              • Figure 17: Eudora "Siàge Revela os Cachos" campaign, October 2017
                                            • Pantene launches second edition of its reality show
                                              • Figure 18: "Cabelo Pantene" campaign, January 2018
                                            • L’Oréal Paris launches first makeup to cover gray hair
                                              • Figure 19: L'Oréal Magic Retouch campaign, November 2017
                                            • Garnier Nutrisse launches first colorant for curly hair
                                              • Figure 20: Nutrisse "Cachos Poderosos" campaign, November 2016
                                            • Niely Color&Ton launches campaign to show its new packages
                                              • Figure 21: Niely Color&Ton campaign, February 2018
                                          • Who’s Innovating?

                                            • Hair colorants with natural ingredients can use “repair damage” claim
                                              • Figure 22: Launches of hair colorants positioned as "100% natural" and "organic," top 5 countries, January 2015-February 2018
                                            • Despite low consumption, dry products attract consumers
                                                • Figure 23: Launches of dry shampoos, by format/texture, January 2016-February 2018
                                              • Consumers are increasingly looking for customized products
                                                • Figure 24: Schwarzkopf Professional SalonLab
                                            • The Consumer – What You Need to Know

                                              • There is space for wavy and straight hair products
                                                • Hair colorants can invest in products aimed at some niches
                                                  • Hair growth and volumizing are some benefits sought by consumers
                                                    • Hair colorants can play with their products on social media
                                                      • Products designed to be used during sleep and with UV protection have space in the market, as well as hair mask developed for men
                                                        • More than half of Brazilians is concerned with the health of their scalp
                                                        • Hair Types

                                                          • Women with wavy hair also need incentive to adopt natural style
                                                            • Figure 25: Hair types, among women, February 2018
                                                          • Hair colorants with long-lasting color can attract those with straight hair
                                                            • Figure 26: Hair types, "No, I have never colored my hair," February 2018
                                                          • Brands can invest in apps focused on Afro-textured hair
                                                            • Figure 27: Hair types, "I am interested in apps that can send advice for my hair type," February 2018
                                                        • Usage of Hair Colorants

                                                          • Brands well-known by men could invest in hair colorants
                                                            • Figure 28: Usage of hair colorants, "No, I have never colored my hair," by gender, February 2018
                                                          • Mature women should be encouraged to use repairing products
                                                            • Figure 29: Usage of hair colorants, "Yes, at home by myself," among women, February 2018
                                                          • Temporary hair color products can appeal to young people
                                                            • Figure 30: Usage of hair colorants, "No, but I have colored my hair in the past," by age, February 2018
                                                        • Haircare Benefits

                                                          • Brands can help consumers to monitor hair growth
                                                            • Figure 31: Haircare benefits, February 2018
                                                          • Partnerships or tie-in sales can attract those who use dryer or flat iron
                                                            • Figure 32: Haircare benefits, by online activity, February 2018
                                                          • Micellar water can be used to communicate different benefits
                                                            • Figure 33: Haircare benefits, by consumer behavior, February 2018
                                                        • Hair Color Purchase Influencers

                                                          • Hair colorants can play in social media campaigns
                                                            • Figure 34: Hair color purchase influencers, February 2018
                                                          • Many Brazilians want hair colorants with moisturizing benefit
                                                            • Figure 35: Hair color purchase influencers, "longevity of color" and benefits, February 2018
                                                        • Hair Products Interest

                                                          • Products designed to be used during sleep can have many claims
                                                            • Figure 36: Hair products interest, "Products designed to be used during sleep," February 2018
                                                          • There is space for products with sun protection for older people
                                                            • Figure 37: Hair products interest, "Hair products with UV protection (Have used and interested in using again)," by generation, February 2018
                                                          • Hair masks that take care of the scalp may appeal to men
                                                            • Figure 38: Hair products interest, "Hair mask (Have never used but interested in trying)," by gender, February 2018
                                                        • Consumer Behavior

                                                          • Products for the scalp can provide many benefits
                                                            • Figure 39: Consumer behavior, February 2018
                                                          • Brands can explore premium products that help conserve water
                                                            • Figure 40: Consumer behavior, "I would be willing to pay more for easy-rinse products that help me conserve water," by socioeconomic group, February 2018
                                                        • Appendix – Abbreviations

                                                          • Abbreviations
                                                          • Appendix – Market Size and Forecast

                                                            • Market size and forecast
                                                              • Figure 41: Retail sales of shampoos and conditioners, by value, Brazil, 2012-22
                                                              • Figure 42: Forecast of retail sales of shampoos and conditioners, by value, Brazil, 2012-22
                                                              • Figure 43: Retail sales of hair colorants, by value, Brazil, 2012-22
                                                              • Figure 44: Forecast of retail sales of hair colorants, by value, Brazil, 2012-22
                                                              • Figure 45: Leading companies’ retail sales share of shampoos and conditioners, by value, Brazil, 2016-17
                                                              • Figure 46: Leading companies’ retail sales share of hair colorants, by value, Brazil, 2016-17