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Suncare - Brazil - March 2018

“Brazil’s suncare products market has been affected by the economic recession, with two consecutive years (2015 and 2016) of retail sales drop. The expectation is more optimistic for the next years, as sales should resume growth as the country’s economy improves. The market, however, still faces fierce competition from other cosmetics with SPF, and has the great challenge of developing products that combine sun protection with other benefits that appeal to Brazilian consumers.”

– Juliana Martins, Beauty and Personal Care Senior Specialist

This report examines the following issues:

The suncare products market has been impacted by the economic recession of the last three years. In addition to high unemployment and inflation rates, Brazilians have traveled less often on holidays, which may have reduced sales of suncare products. The market, however, should resume growth as the economy improves. Products that do not contain chemical ingredients, with different textures (eg powder) and formats (eg stick), and developed to specific audiences, such as elderly people and babies and children, can bring innovation to the category.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Suncare products face competition from cosmetics with SPF
              • Consumption of suntanning products is low in Brazil
                • Figure 1: Suncare product usage, January 2018
              • Brazilians don’t seem aware of the sun exposure risks
                • Figure 2: Attitudes toward suncare products, January 2018
              • Opportunities
                • Hyaluronic acid can be used in suncare products against wrinkles
                  • Brands could invest in mineral-based suncare products for babies and children
                    • In-shower suncare products would bring innovation to the category
                      • Figure 3: Body suncare product benefits, January 2018
                    • What we think
                    • The Market – What You Need to Know

                      • Sales have been affected by recession, but should resume growth
                        • Aging population and suncare for children heat the market
                        • Market Size and Forecast

                          • Drop in holiday travels may have impacted the market
                            • Figure 4: Retail sales of suncare products, by value – Brazil, 2012-22
                            • Figure 5: Forecast of retail sales of suncare products, by value – Brazil, 2012-22
                        • Market Drivers

                          • Hyaluronic acid can be used in suncare products against wrinkles
                            • Brands could invest in mineral-based suncare products
                              • Sunscreens will be distributed to those who work exposed to the sun
                                • Suncare products face competition from cosmetics with SPF
                                  • Incidence of diseases transmitted by mosquitoes brings opportunities
                                  • Key Players – What You Need to Know

                                    • Two market leaders account for more than 50% of retail sales
                                      • Campaigns highlight new products and encourage daily protection
                                        • New formats and textures can bring differentiation to lip sun protection
                                          • Brands have invested in antiperspirant products and vegetable oils
                                          • Market Share

                                            • Products for different skin needs help J&J ensure leadership
                                              • Figure 6: Leading companies’ sales share in the retail suncare market, by value – Brazil, 2015-16
                                          • Marketing Campaigns and Actions

                                            • Cenoura & Bronze invests in new format to launch YouTube campaign
                                              • Figure 7: Cenoura & Bronze #Meulugaraosol campaign, November 2017
                                            • Nivea encourages sunscreen usage in different moments of the day
                                              • Figure 8: Nivea Sun #amarcadaproteção campaign, December 2016
                                            • Fast-absorbing formula was Nivea’s highlight for 2017/2018 summer
                                              • Figure 9: Nivea Sun "Project Summer 2040" campaign, November 2017
                                            • New Sundown seeks to attract families with easy-to-use sunscreen
                                              • Figure 10: Sundown "Apply and Go" campaign, December 2017
                                            • Neutrogena’s campaign highlights rapid absorption and dry touch
                                              • Figure 11: Neutrogena Sun Fresh campaign, November 2017
                                          • Who’s Innovating?

                                            • Lip sunscreen can innovate with textures, formats and different claims
                                              • Figure 12: Launches of lip sunscreen positioned as 'UV protection', by top 5 countries and Brazil, January 2015-December 2017
                                            • Brands could explore formulas that are ideal for sports practice
                                              • Figure 13: Launches of suncare products positioned as 'anti-sweat' or 'anti sweat,' top 6 countries, January 2015-December 2017
                                            • Vegetable oils have been used in after-sun products
                                              • Figure 14: Launches of suncare products with the claim '100% natural,' by origin of the ingredient, January 2015-January 2018
                                          • The Consumer – What You Need to Know

                                            • There is space for innovation in products with low consumption
                                              • Several benefits can be explored in facial suncare products
                                                • Body products for wet skin and anti-cellulite have space in the market
                                                  • Some Brazilians still forget to reapply sunscreen during the day
                                                    • Insect repellent and wipe and stick formats appeal to Brazilians
                                                    • Suncare Product Usage

                                                      • Brands can invest in suntanning products with well-known fragrances
                                                        • Figure 15: Suncare product usage, January 2018
                                                      • Antipollution benefit can be explored in sun protection sprays
                                                        • Figure 16: Body sun protection spray and facial sun protection spray usage, by 'antipollution' benefit, January 2018
                                                      • Waterproof makeup with SPF can appeal to women aged 16-34
                                                        • Figure 17: Makeup with SPF usage, among women, by age, January 2018
                                                    • Facial Suncare Product Benefits

                                                      • There is space for suncare products for menstrual period
                                                        • Figure 18: Facial suncare product benefits, January 2018
                                                      • Sunscreens with natural ingredients can attract mature women
                                                        • Figure 19: "With natural ingredients" benefit, among women, by age, January 2018
                                                      • Consumption of anti-acne sunscreens with cooling effect can grow
                                                        • Figure 20: "Anti-acne" benefit, by suncare product with a cooling effect, January 2018
                                                    • Body Suncare Product Benefits

                                                      • In-shower suncare products would bring innovation to the category
                                                        • Figure 21: Body suncare product benefits, January 2018
                                                      • Anti-cellulite sunscreens can be positioned for daily use
                                                        • Figure 22: Body suncare product benefits, by selected benefit and products, January 2018
                                                    • Attitudes toward Suncare Products

                                                      • Brazilians don’t seem aware of the sun exposure risks
                                                        • Figure 23: Attitudes toward suncare products, January 2018
                                                      • Apps that alert about the use of sunscreen can appeal to young millennials
                                                        • Figure 24: Attitudes toward suncare products, by selected attitude and demographic groups, January 2018
                                                      • Large packs may suit parents who have children aged 8-12
                                                        • Figure 25: Attitudes toward suncare products, by children in household, January 2018
                                                    • Interest in Innovation

                                                      • Brands could team up to distribute sunscreens with insect repellant
                                                        • Figure 26: Interest in innovation, January 2018
                                                      • Wipes with SPF and vitamins can appeal to young Millennials
                                                        • Figure 27: Interest in innovation, by selected innovation and Millennials, January 2018
                                                      • Anti-wrinkles and anti-aging sunscreens could bet in stick format
                                                        • Figure 28: Interest in innovation, by selected innovation and benefits, January 2018
                                                    • Appendix – Abbreviations

                                                      • Abbreviations
                                                      • Appendix – Market Size and Forecast

                                                        • Market size and forecast
                                                          • Figure 29: Retail sales of suncare products, by value – Brazil, 2012-22
                                                          • Figure 30: Forecast of retail sales of suncare products, by value – Brazil, 2012-22
                                                          • Figure 31: Leading companies’ sales share in the retail suncare market, by value – Brazil, 2015-16

                                                      Suncare - Brazil - March 2018

                                                      US $3,995.00 (Excl.Tax)