Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Sales of haircare products, by subcategory, 2007-11
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- Figure 2: Sales of shampoo, after-shampoo, and hairstyling products, by channel, 2007-11
- Forecast
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- 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
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- 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
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- 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
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- Figure 9: Attitudes toward haircare, November 2012
- Diversity of Brazilian people needs to be taken into account
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- Figure 10: Attitudes toward the purchase of haircare products, November 2012
- Retail channel dominates the market, but direct sales growing through innovative actions
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- Figure 11: Attitudes toward distribution channels of haircare products, November 2012
- Brazilians’ attention to hair drives the trend of “salon-quality” products
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- 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
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- Figure 13: Launches of haircare products for children, by subcategory, 2012
- What we think
Haircare Market Driven by After-Shampoo Products
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- Key points
- Consumers’ demand for more complete haircare product lines drives the Brazilian market
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- Figure 14: Value sales of haircare products, by subcategory, 2007-11
- Figure 15: Penetration of haircare products, by subcategory, November 2012
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- Figure 17: Sales of haircare subcategories, by value, 2007-11
- Figure 18: Use of hair treatment products, by employment situation, November 2012
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- Figure 19: Penetration of after-shampoo products, by gender, November 2012
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- 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
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- Figure 21: Market Share of haircare products, by value (shampoo, after-shampoo, and hairstyling products), world ranking, US$ (bn)
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- Figure 22: Frequency of use of conditioners, Brazil, November 2012
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- Figure 23: Frequency of use of hair treatment and hairstyling products, November 2012
- Offering complete product lines is important to compete in this market
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- Figure 24: Launches of haircare products*, by type of launch, 2009-12
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- Figure 25: Market share of shampoo+conditioner companies, by value, 2010-11
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- Figure 26: Attitudes toward haircare, November 2012
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- 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
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- Key points
- Regional differences in relation to hair types are very pronounced and must be taken into consideration
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- Figure 28: Proportion (average) of race and skin color in Brazil, by region, 2010
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- Figure 29: Types of sought-after claims in haircare products, by region, November 2012
- North and South: different frequency of use and buying behavior
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- Figure 30: Share of Socio-economic groups, by region, 2010
- Figure 31: Penetration of haircare products, by region, November 2012
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- Figure 32: Frequency of using haircare products, by region, November 2012
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- Figure 33: Frequency of using shampoo and wash-out conditioner, November 2012
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- Figure 34: Frequency of use leave-in conditioner, hair treatment products, and hairstyling products, by region, November 2012
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- Figure 35: Attitudes toward haircare, November 2012
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- 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
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- Figure 37: Types of products, by gender, November 2012
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- 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
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- Key points
- The haircare market in Brazil is not dominated by direct sales
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- Figure 39: Value sales of haircare products, by channel, 2011
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- 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
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- 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
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- Figure 43: Attitudes toward distribution channels of haircare products, November 2012
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- Figure 44: Attitudes toward buying haircare products, November 2012
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- Figure 45: Attitudes toward buying haircare products, by age and gender, November 2012
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- Figure 46: Attitudes toward buying haircare products, by region, November 2012
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- 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
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- Key points
- Good appearance of hair reinforces Brazilians’ self-confidence, especially for women
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- Figure 48: Attitudes toward haircare, by age group and gender, November 2012
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- Figure 49: Employment situation, women by age group, November 2012
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- Figure 50: Attitudes toward haircare products, November 2012
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- 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
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- Figure 52: Attitudes toward lifestyle, by women’s age group, November 2012
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- 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
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- Figure 55: Attitudes toward haircare products, by Socio-economic group, November 2012
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- Figure 56: Attitudes toward haircare products, by Socio-economic group, November 2012
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- 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
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- Key points
- Young consumers are high users of all haircare subcategories
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- Figure 58: Use of haircare products, by age group, November 2012
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- Figure 59: Use of haircare products, by households with children under 12 years old, November 2012
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- 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
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- Figure 61: Haircare product launches, by children/adult segmentation, 2009-12
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- Figure 62: Launch of children’s haircare products, 2012
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- Figure 63: Haircare subcategories among consumer age groups, November 2012
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- Figure 64: Frequency of using hairstyling products by young consumers, by gender, November 2012
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- Figure 65: Sales of hairstyling products, by value, 2007-11
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- Figure 66: Attitudes toward haircare, November 2012
- What it means
Appendix – The Market
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- 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
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- 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
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- 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
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Appendix – The Consumer
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- Frequency of using shampoo, conditioners, and hair treatment products
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- Figure 78: Frequency of using shampoos, conditioners, and hair treatment products, November 2012
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- Figure 79: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
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- Figure 80: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
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- Figure 81: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
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- Figure 82: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
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- Figure 83: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
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- Figure 84: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
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- Figure 85: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
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- Figure 86: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
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- Figure 87: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
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- Figure 88: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
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- Figure 89: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
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- Figure 90: Frequency of using shampoos, conditioners, and hair treatment products, by demographics, November 2012
- Claims consumers look for when buying hair treatment products
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- Figure 91: Claims consumers look for when buying hair treatment products, November 2012
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- Figure 92: Claims consumers look for when buying hair treatment products, November 2012
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- Figure 93: Claims consumers look for when buying hair treatment products, November 2012
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- Figure 94: Claims consumers look for when buying hair treatment products, November 2012
- Attitudes toward hair treatment products
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- Figure 95: Attitudes toward haircare, November 2012
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- Figure 96: Attitudes toward haircare products, by demographics, November 2012
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- Figure 97: Attitudes toward haircare products, by demographics, November 2012
- Attitudes toward haircare products
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- Figure 98: Attitudes toward haircare products, November 2012
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- Figure 99: Attitudes toward haircare products, by demographics, November 2012
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- Figure 100: Attitudes toward haircare products, by demographics, November 2012
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- Figure 101: Attitudes toward haircare products, by demographics, November 2012
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- Figure 102: Attitudes toward haircare products, by demographics, November 2012
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- Figure 103: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
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- Figure 104: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
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- Figure 105: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
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- Figure 106: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
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- Figure 107: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
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- Figure 108: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
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- Figure 109: Attitudes toward haircare, by frequency of using shampoos, conditioners, and hair treatment products, November 2012
- Current employment status
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- Figure 110: Current employment status, by demographics, November 2012
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- Figure 111: Current employment status, by demographics, November 2012
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- Figure 112: Current working situation of women, November 2012
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- Figure 113: Current working situation of women, by demographics, November 2012
Appendix – GNPD Data
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- 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
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- 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
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- Figure 122: Haircare product launches, by adult and children demographics, Brazil, 2009-12
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