Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Brazil retail value sales of haircare products, 2008-18
- Companies, brands and product claims
- The three leading companies account for almost two thirds of total revenues in the shampoo and conditioner segments
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- Figure 2: Companies’ value shares in the segments of shampoo and conditioner (rinse-out and leave-in), 2012-13
- Brazilian companies lead in the hairstyling segment
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- Figure 3: Companies’ value shares in the hairstyling segment, 2012-13
- The consumer
- Women are the biggest consumers of haircare products and they can also influence the usage of the category by men
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- Figure 4: Penetration of haircare products, total and by gender, January 2014
- Cleansing conditioners can meet demand for intense conditioning
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- Figure 5: Attitudes toward using haircare products, January 2014
- Almost half of Brazilians prefer to buy haircare products with their grocery shopping
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- Figure 6: Buying behavior, January 2014
- Extra shine, UV protection, and long-lasting fragrances lead consumers’ interest
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- Figure 7: Interest in product claims/benefits, January 2014
- What we think
Market – Key Points
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- How can consumers’ interest in extra shine and long-lasting fragrance be used to increase sales of oils, serums, and hairstyling products?
- Customization can attract consumers through the addition of vitamins and minerals
- Drug stores are increasingly attracting consumers of haircare products
- Companies can use health claims to appeal to older consumers
Trend Applications
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- Trend: Man in the Mirror
- Trend: Prepare for the Worst
- Trend: Let's Make a Deal
Who’s Innovating?
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- Key points
- Brazil was the country that launched the highest number of haircare products in 2013
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- Figure 8: Launches of haircare products, by type of launch, Brazil, 2009-13
- Complex haircare routines are behind the high performance of treatment products
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- Figure 9: Share of haircare segments in haircare product launches, Brazil, 2009-13
- In 2013, the most used claims in launches of haircare products were botanical/herbal, shine, and moisturizing
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- Figure 10: Share of the top 10 claims used in haircare product launches, Brazil, 2009-13
- Launches of products using niche claim “damage repair” can grow through creativity
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- Figure 11: Share of haircare products designed for demaged hair in haircare product launches, Brazil, 2009-13
- Figure 12: Share of haircare segments in haircare products for damaged hair, 2009-13
- The influence of the skincare category on haircare products
- Dry shampoo finds other functions
Market and Forecast
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- Key points
- Growth in the haircare category is driven mainly by rinse-out/leave-in conditioners and treatment products
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- Figure 13: Sales of haircare products, by value, 2008-18
- Figure 14: Sales of haircare products, by value, 2008-18
- Retail dominates the haircare market
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- Figure 15: Share of purchasing channels in sales of shampoo, conditioners *, and hairstyling products, 2010-13
- The future remains bright for the haircare category
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- Figure 16: Best- and worst-case forecasts for Brazil retail sales of haircare products, by value, 2008-18
- Figure 17: Best- and worst-case forecasts for Brazil retail sales of shampoo, 2008-18
- Figure 18: Best- and worst-case forecasts for Brazil retail sales of conditioners (rinse-out and leave-in) and hair treatments, 2008-18
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- Figure 19: Best- and worst-case forecasts for Brazil retail sales of hairstyling products, 2008-18
- Factors used in the forecast
Market Share
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- Key points
- The three leading companies generate almost two thirds of total revenues in the shampoo and conditioner segments
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- Figure 20: Companies’ shares in the segments of shampoo and conditioners (rinse-out, leave-in, and treatment products), by value, 2012-13
- Brazilian companies lead hairstyling products segment
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- Figure 21: Companies’ share in the Brazilian hairstyling segment, by value, 2012-13
Companies and Brands
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- Unilever
- L'Oréal
- Procter & Gamble
- Hypermarcas
- Flora
The Consumer – Penetration and Frequency of Using Haircare Products
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- Key points
- Women are the biggest users of haircare products and can influence usage by men
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- Figure 22: Frequency of using haircare products, January 2014
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- Figure 23: Penetration of haircare products, total sample and by gender, January 2014
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- Figure 24: Users of haircare products, by age groups of male consumers, January 2014
- Women and men differ in usage frequency of haircare products
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- Figure 25: Frequency of using haircare products, January 2014
- Young adults stand out in the haircare category
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- Figure 26: Penetration of haircare products, by age group, January 2014
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- Figure 27: Number of haircare products used, January 2014
The Consumer – Attitudes Toward Using Haircare Products
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- Key points
- Young women are more loyal to their preferred haircare brands
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- Figure 28: Attitudes toward using haircare products, January 2014
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- Figure 29: Agreement with the statement “I always use the same brands of haircare products,” total, by gender and age group, January 2014
- The demand for intense conditioning can be met by cleansing conditioners
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- Figure 30: Number of haircare products used , by gender and age group, any use, January 2014
The Consumer – Buying Behavior
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- Key points
- Almost half of Brazilians prefer to buy haircare products with their grocery shopping
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- Figure 31: Buying behavior, January 2014
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- Figure 32: Buying behavior, by age group, January 2014
- Brazilian consumers don’t buy more expensive haircare products when they want to feel special
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- Figure 33: Buying behavior, by socioeconomic group, January 2014
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- Figure 34: Attitudes toward using haircare products, January 2014
- Direct sales can tap into market niches where performance of leading companies is not so strong
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- Figure 35: Market share of distribution channels of haircare products, 2013
The Consumer – Interest in Haircare Product Claims and Benefits
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- Key points
- Shine, protection against sun damage, and long-lasting fragrance are the top interests by consumers
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- Figure 36: Interest in product claims and benefits in the haircare category, January 2014
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- Figure 37: “I am interested and would pay more,” by selected product claim/benefit, by gender, January 2014
- Three in 10 consumers of haircare products are interested in products that provide temporary straightening benefits and define curls
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- Figure 38: Interest in product claims/benefits in the haircare category, any interest, by region and socioeconomic group, January 2014
- Products that are free from certain chemical ingredients still arouse little interest among Brazilians
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- Figure 39: Launches of “free from” haircare products, 2010-13
Appendix – Market Size and Forecast
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- Figure 40: Best- and-worst case forecasts of Brazil retail sales of haircare products (shampoo, leave-in and rinse-out conditioners, hairstyling products), by value, 2013-18
- Figure 41: Best- and worst-case forecasts of Brazil retail sales of shampoo, Brazil, by value, 2013-18
- Figure 42: Best- and worst-case forecasts of Brazil retail sales of leave-in and rinse-out conditioners, by value, 2013-18
- Figure 43: Best- and worst-case forecasts of Brazil retail sales of hairstyling products, by value, 2013-18
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- Figure 44: Retail sales of haircare segments, by value, 2010-13
- Figure 45: Revenues share of distribution channels in the haircare category, Brazil, 2010-13
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- Figure 46: Revenues share of haircare manufacturers*, 2012-13
- Figure 47: Revenues share of haircare manufacturers in the hairstyling segment, 2012-13
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Appendix – The Consumer – Frequency of Using Haircare Products
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- Figure 48: Frequency of using haircare products, January 2014
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- Figure 49: Frequency of using haircare products – Any shampoo, by demographics, January 2014
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- Figure 50: Frequency of using haircare products – Any conditioner, by demographics, January 2014
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- Figure 51: Frequency of using haircare products – Any hair treatment, by demographics, November 2014
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- Figure 52: Frequency of using haircare products – Any hairstyling product, by demographics, January 2014
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- Figure 53: Frequency of using haircare products – Shampoo, by demographics, January 2014
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- Figure 54: Frequency of using haircare products – Dry or no-rinse shampoo, by demographics, January 2014
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- Figure 55: Frequency of using haircare products – Rinse-out conditioner, by demographics, January 2014
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- Figure 56: Frequency of using haircare products – Leave-in conditioner, by demographics, January 2014
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- Figure 57: Frequency of using haircare products – Hair treatments or masks (ie products that you leave on for several minutes prior to rinsing), by demographics, January 2014
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- Figure 58: Frequency of using haircare products – Hair spray, by demographics, January 2014
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- Figure 59: Frequency of using haircare products – Styling mousse or foam, by demographics, January 2014
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- Figure 60: Frequency of using haircare products – Styling gel, by demographics, January 2014
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- Figure 61: Frequency of using haircare products – Styling cream or lotion, by demographics, January 2014
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- Figure 62: Frequency of using haircare products – Hair putty, wax, or other texturizer, by demographics, January 2014
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- Figure 63: Frequency of using haircare products – Hair serum, by demographics, January 2014
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- Figure 64: Frequency of using haircare products – Hair oil, by demographics, January 2014
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- Figure 65: Frequency of using haircare products – Heat protection product, by demographics, January 2014
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- Figure 66: Frequency of using haircare products – by segment (any), by gender, January 2014
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- Figure 67: Attitudes toward using haircare products, by frequency of using haircare products – Any shampoo, January 2014
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- Figure 68: Attitudes toward using haircare products, by frequency of using haircare products – Any conditioner, January 2014
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- Figure 69: Attitudes toward using haircare products, by frequency of using haircare products – Any hair treatment product, January 2014
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- Figure 70: Attitudes toward using haircare products, by frequency of using haircare products – Any hairstyling products, January 2014
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- Figure 71: Attitudes toward using haircare products, by frequency of using haircare products – Shampoo, January 2014
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- Figure 72: Attitudes toward using haircare products, by frequency of using haircare products – Dry or no-rinse shampoo, January 2014
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- Figure 73: Attitudes toward using haircare products, by frequency of using haircare products – Rinse-out conditioner, January 2014
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- Figure 74: Attitudes toward using haircare products, by frequency of using haircare products – Leave-in conditioner, January 2014
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- Figure 75: Attitudes toward using haircare products, by frequency of using haircare products – Hair treatments or masks (ie products that you leave on for several minutes prior to rinsing), January 2014
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- Figure 76: Attitudes toward using haircare products, by frequency of using haircare products – Hair spray, January 2014
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- Figure 77: Attitudes toward using haircare products, by frequency of using haircare products – Styling mousse or foam, January 2014
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- Figure 78: Attitudes toward using haircare products, by frequency of using haircare products – Styling gel, January 2014
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- Figure 79: Attitudes toward using haircare products, by frequency of using haircare products – Styling cream or lotion, January 2014
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- Figure 80: Attitudes toward using haircare products, by frequency of using haircare products – Hair putty, wax, or other texturizer, January 2014
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- Figure 81: Attitudes toward using haircare products, by frequency of using haircare products – Hair serum, January 2014
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- Figure 82: Attitudes toward using haircare products, by frequency of using haircare products – Hair oil, January 2014
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- Figure 83: Attitudes toward using haircare products, by frequency of using haircare products – Heat protection product, January 2014
- Repertoire analysis
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- Figure 84: Number of products, any use, January 2014
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- Figure 85: Number of products, any use, by demographics, January 2014
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- Figure 86: Number of products and usage frequency, January 2014
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- Figure 87: Buying behavior toward haircare products, by number of products owned, January 2014
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Appendix – The Consumer – Attitudes
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- Figure 88: Attitudes toward using haircare products, January 2014
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- Figure 89: Attitudes toward using haircare products, by demographics, January 2014
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- Figure 90: Attitudes toward haircare products, by demographics, January 2014 (Cont.)
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Appendix – The Consumer – Buying Behavior
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- Figure 91: Buying behavior, January 2014
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- Figure 92: Buying behavior, by demographics, January 2014
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- Figure 93: Buying behavior, by demographics, Janeiro 2014 (Cont.)
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Appendix – The Consumer – Interest in Product Claims/Benefits
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- Figure 94: Interest in product claims/benefits, January 2014
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- Figure 95: Interest in product claims/benefits – I am interested and would pay more, by demographics, January 2014
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- Figure 96: Interest in product claims/benefits – I am interested and would pay more, by demographics, January 2014 (Cont.)
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- Figure 97: Interest in product claims/benefits – I am interested but would not pay more, by demographics, January 2014
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- Figure 98: Interest in product claims/benefits – I am interested but would not pay more, by demographics, January 2014 (Cont.)
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- Figure 99: Interest in product claims/benefits – I am not interested, by demographics, January 2014
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- Figure 100: Interest in product claims/benefits – I am not interested, by demographics, January 2014 (cont.)
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Appendix – GNPD
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- Figure 101: Index of hair oil launches, Indexed 2010, Brazil, 2010-13
- Figure 102: Share of hair oils and serums in haircare product launches, Brazil, 2010-13
- Figure 103: Share of the top 10 claims used in haircare product launches, Brazil, 2009-13
- Figure 104: Share of haircare products designed for men in haircare product launches, Brazil, 2010-13
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- Figure 105: Share of haircare segments in the launch of haircare products designed for men, 2010-13
- Figure 106: Shares of different types of haircare products launches, Brazil, 2009-13
- Figure 107: Share of haircare segments in haircare product launches, Brazil, 2009-13
- Figure 108: Share of haircare segments in haircare products for damaged hair, 2009-13
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- Figure 109: Share of ampoules in haircare product launches, 2012, 2012-14
- Figure 110: Share of environmentally friendly haircare products in haircare product launches, 2010-13
- Figure 111: Share of haircare products for straight hair and for curly hair in haircare product launches, 2013
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- Figure 112: Share of chemical-free haircare products in haircare product launches, 2010-13
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