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 and close

Description

Description

“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's included

What's included

Table of contents

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

                                                        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.

                                                        Trusted by companies. Big and small.

                                                        • bell
                                                        • boots
                                                        • google
                                                        • samsung
                                                        • allianz
                                                        • kelloggs
                                                        • walgreens
                                                        • redbull
                                                        • unilever
                                                        • Harvard
                                                        • pinterest
                                                        • new-york-time