Table of Contents
Executive Summary
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- The market
- Forecast for the haircare market in 2015 is for slower growth
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 6: Behavior toward buying haircare products, Brazil – January 2015
- Hair fragrances are appealing to 19% of Brazilian consumers
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- Figure 7: Interest in innovations in haircare products, Brazil – January 2015
- What we think
Issues and Insights
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- 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
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- Trend: Make it Mine
- Trend: Life Hacking
- Trend: Return to the Experts
Who is innovating?
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- Key points
- Launches of anti-aging haircare products increased from 2013 to 2015 in Brazil
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- 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
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- 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
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- Figure 10: Launches of new haircare products, percentage by segment, Brazil, 2013-March 2015
Market and Forecast
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- Key points
- Forecast for the haircare category is for slower growth in 2015
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- 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
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- 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
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- Figure 15: Retails sales in the hairstyling segment*, by value, Brazil 2009-19
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- Figure 16: Forecast of retail sales of hairstyling products*, by value, Brazil 2009-19
- Factors used in forecasting
Market Share
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- Key points
- Unilever is the leader in the shampoo and conditioner segment, with 25.8% of market share in 2014
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- 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
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- Figure 18: Leading companies’ retail sales share in the hairstyling segment*, by value, Brazil 2013-14
Companies and Brands
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- Unilever PLC
- Grupo L’Oréal
- Procter & Gamble
- Hypermarcas SA
The Consumer – Frequency of Using Haircare Products
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- Key points
- Higher value-added products, such as dry shampoos and hair oils, increased penetration among Brazilians from 2014-15
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- Figure 19: Frequency of using haircare products, January 2015
- Men stand out in their responses regarding the use of hairstyling products
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- 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
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- Figure 21: Use of haircare products, by region, Brazil – January 2015
The Consumer – Behavior toward Using Haircare Products
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- Key points
- Young consumers report seeing a significant difference in their hair when using hair treatments
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- 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
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- 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
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- Figure 24: Behavior toward using haircare products, by region, Brazil – January 2015
The Consumer – Behavior toward Buying Haircare Products
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- Key points
- Having prior knowledge of a brand (whether through professionals, friends or having used it before) is important to Brazilians
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- 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
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- 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
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- Figure 27: Behavior toward buying haircare products, by region, Brazil – January 2015
The Consumer – Interest in Innovations
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- Key points
- Hair fragrances are appealing to 19% of Brazilian consumers
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- 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
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- 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
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- Figure 30: Interest in innovations in haircare products, by age, Brazil – January 2015
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