2022
0
Brazil Haircare Market Report 2022
2022-05-26T04:09:56+01:00
OX1104671
3265
151615
[{"name":"Haircare","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/haircare"}]
Report
en_GB
“Last year was marked by the worsening of Brazil’s socioeconomic crisis, which has affected the haircare category performance. In a context of tighter budgets and search for practicality, Brazilian consumers…

Brazil Haircare Market Report 2022

£ 3,265 (Excl.Tax)

Description

“Last year was marked by the worsening of Brazil’s socioeconomic crisis, which has affected the haircare category performance. In a context of tighter budgets and search for practicality, Brazilian consumers have preferred natural hair and at-home chemical treatments. Among those with curly and coily hair, the celebration of their ancestry reinforces how diversity and representativeness have become essential attributes for these consumers.”
Amanda Caridad, Beauty and Personal Care Senior Analyst

This Report discusses the following key topics:

  • Analysis of haircare behaviors, considering hair textures and scalp types
  • Analysis on the use of haircare products, considering usage frequency and consumer routines at home and out of home
  • Consumer interest in care features in different haircare products
  • Analysis of chemical treatments, including coloring, bleaching, straightening and perm
  • Hairstyles used by consumers who have curly and coily hair
  • Attitudes and behaviors toward hair and scalp care

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
  2. Executive Summary

    • Market overview
    • Analyst outlook
      • Figure 1: Analyst outlook for the haircare category, 2022
    • Challenges
    • Balancing the microbiota is a benefit that can boost consumption of scalp treatments
    • “Nevou” increases demand for bleaching and hair treatments among Gen Zs
    • Straightened and colored hair requires more intense treatments to repair damage
    • Opportunities
    • Resumption of social events may increase demand for hairstyling products
    • Soothing formulas for sensitive scalps may appeal to consumers who use braids
    • Solid format can communicate savings and reinforce sustainable appeal
  3. Market Drivers

    • Unemployment drops to lowest level during the pandemic, but recovery is marked by inequality and growing informality
    • On-the-rise inflation and interest rate lead consumers to adopt a more conservative approach
    • Haircare segment remains stable, and treatment products stand out
    • Water crisis impacts Brazilian consumers
    • Conflict in Ukraine affects the cosmetics industry production chain
    • Hair straighteners must reinforce their commitment to safety, respecting ANVISA’s resolution
  4. Key Players

    • Companies and brands
    • Boticário’s Match invests in science to take care of chemically treated hair
      • Figure 2: Match campaign with Nah Cardoso – Brazil, 2022
      • Figure 3: Match campaign with Bruna Vieira – Brazil, 2022
    • L’Oréal’s Colorsonic represents a technological breakthrough for hair coloring at home
      • Figure 4: L’Oréal presents Colorsonic – US, 2022
    • Natura launches Biōme, its first solid products brand
      • Figure 5: Natura presents Biōme
    • Salon Line and Spotify create project to reveal anonymous artists of the music scene
      • Figure 6: Thalia Abdon – Brazil, 2022
    • Seda and Unilever commits to racial equality
      • Figure 7: Seda campaign – Brazil, 2021
    • Salon Line rescues black ambassadors’ ancestry
      • Figure 8: Salon Line campaign – Brazil, 2021
    • Kérastase launches exclusive premium line for wavy, curly and coily hair
      • Figure 9: Kérastase presents Curl Manifesto
    • Pantene reinforces its commitment to diversity
      • Figure 10: Pantene campaign – Brazil, 2021
    • Kamaleão Color teams up with Skol Beats for astrology-inspired launch
      • Figure 11: Beats Zodiac by Kamaleão Color – Brazil, 2021
    • Head & Shoulders launches exclusive scalp care line for curly and coily hair
      • Figure 12: Head & Shoulders Cachos Hidratados (Moisturized Curls) – Brazil, 2021
    • Case study
    • JustForYou grew 250% in 2021, becoming the largest beauty-tech in Latin America
      • Figure 13: JustForYou customized haircare formulas
    • With an innovative business model, gal, becomes the largest beauty salon chain in the State of São Paulo
      • Figure 14: Carolina Mendes, founder of gal,
      • Figure 15: gal, lab in São Paulo
  5. Haircare Products Usage

    • Hair oils can innovate by providing strengthening benefit for curly hair
      • Figure 16: Haircare products usage, by hair type, 2022
      • Figure 17: Hair oils with strengthening action for curly hair
    • Hair masks can be part of a wellness routine
      • Figure 18: Haircare products usage, by gender and age, 2022
      • Figure 19: Hair masks with self-care appeal
    • Scalp treatments can appeal to consumers by communicating anti-stress action
      • Figure 20: Haircare products usage, by working and student status, 2022
      • Figure 21: Scalp treatments that provide anti-stress action
  6. Haircare Products Usage Frequency

    • Besides reducing oiliness, shampoos can incorporate scalp strengthening benefits
      • Figure 22: Haircare products usage frequency, by scalp type, 2022
      • Figure 23: Shampoos that communicate hair repair benefits
    • Conditioners can help Gen Zs style their hair
      • Figure 24: Haircare products usage frequency, by generation, 2022
      • Figure 25: Conditioners that facilitate hair styling
    • Resumption of social events may increase demand for hairstyling products
      • Figure 26: Haircare products usage frequency, 2022
      • Figure 27: Products that style and nourish the hair
  7. Interest in Caring Features

    • Balancing the scalp microbiota may be a benefit that appeal to men
      • Figure 28: Interest in caring features, by gender and age, 2022
      • Figure 29: Treatments that balance the scalp and treat dandruff and hair loss
    • Protection against damage is a benefit expected by consumers who keep chemically treated hair at home
      • Figure 30: Interest in caring features, by student status, 2022
      • Figure 31: Hair treatments that protect hair from damage associated with chemical treatments
    • Search for savings may increase demand for color-protecting hair treatments
      • Figure 32: Interest in caring features, by student status, 2022
      • Figure 33: Products that protect the color of dyed hair
  8. Current Chemical Treatments

    • The use of straighteners without professional support represents a challenge for brands
      • Figure 34: Current chemical treatments, by hair type, 2022
      • Figure 35: Salon Line Argan Oil Straightening Cream
    • Straightened and colored hair requires more intense treatments to repair damage
      • Figure 36: Current chemical treatments, by hair type, 2022
      • Figure 37: Treatments to replace proteins in chemically treated hair
    • “Nevou” trend increases demand for hair bleach among Gen Zs
      • Figure 38: Current chemical treatments, by generation, 2022
      • Figure 39: Hashtag #Nevou on Instagram gathers more than 59,000 posts
      • Figure 40: On TikTok videos with the term “nevou” gather more than 1.1 billion views
      • Figure 41: Hair bleach at home products
      • Figure 42: Hair treatments for discolored hair
  9. Hairstyles Worn Currently

    • Brazil is a potential market to increase the supply of curly hair styling products
      • Figure 43: Hairstyles worn currently, by hair type, 2022
      • Figure 44: Products for styling curls
    • Hair with extensions requires extra care to maintain hair and scalp healthy
      • Figure 45: Hairstyles worn currently, by socioeconomic group, 2022
      • Figure 46: Products that could be included in the care routine of those who use hair extensions
    • Soothing formulas for sensitive scalps may attract those with very curly hair who wear braids
      • Figure 47: Hairstyles worn currently, by hair type, 2022
      • Figure 48: Sensitive scalp care and treatment products
  10. Attitudes toward Haircare

    • Young men may be interested in oils with a multi-purpose approach to beard and hair care
      • Figure 49: Attitudes toward haircare, by gender and age, 2022
      • Figure 50: Hair oils that can be used to style the beard
  11. Behaviors toward Haircare

    • Content platforms can help consumers improve their haircare skills
      • Figure 51: Behaviors toward haircare, by gender and age, 2022
      • Figure 52: Tudo pra cabelo (or All things hair)
      • Figure 53: Oh My Hair!
    • Brands can help consumers recreate haircare recipes
      • Figure 54: Behaviors toward haircare, by gender and age, 2022
      • Figure 55: Examples of products that help consumers recreate customized recipes
    • Solid products can communicate savings and reinforce sustainable appeal
      • Figure 56: Behaviors toward haircare, by gender and age, 2022
      • Figure 57: Haircare products in bar format
  12. Appendix – Abbreviations

  13. Appendix – Market Size and Market Share

    • Market size
      • Figure 58: Retail sales of shampoo and conditioner, by value – Brazil, 2015-22
      • Figure 59: Retail sales of coloring products, by value – Brazil, 2015-22
    • Market share
      • Figure 60: Leading companies’ market share in the retail sales of shampoos and conditioners, by value – Brazil, 2019-20
      • Figure 61: Leading companies’ market share in the retail sales of hair dyes, by value – Brazil, 2019-20

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