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Description

Description

“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's included

What's included

Table of contents

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

                                  About the report

                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                  • The Consumer

                                    What They Want. Why They Want It.

                                  • The Competitors

                                    Who’s Winning. How To Stay Ahead.

                                  • The Market

                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                  • The Innovations

                                    New Ideas. New Products. New Potential.

                                  • The Opportunities

                                    Where The White Space Is. How To Make It Yours.

                                  • The Trends

                                    What’s Shaping Demand – Today And Tomorrow.

                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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