The Brazilian haircare market grew only 4.6% in 2015, a 7 percentage point drop compared to 2014. The economic recession, the increase of IPI (tax on industrialized products) on some cosmetics (haircare products included) and the rising unemployment rate are all factors damaging retail sales in the sector. The forecast growth will remain moderate in 2016 at 5.3%.
Definition
This Report covers haircare products for men and women. Market data are based on sales in all retail distribution channels, including direct sales to the consumer, but it excludes the professional sector (products sold in beauty salons).
Market data include:
Shampoos: Regular rinse-out shampoo, 2-in-1 shampoo, 3-in-1 shampoo, shampoo for Afro/ethnic hair, shampoo for men, antidandruff shampoo, medicated shampoo, problem hair
Conditioners: Leave-in, rinse-out, treatment masks
Hairstyling products: Mousse, gel, spray, wax
The following haircare segments are included in the consumer section:
Shampoo
Conditioner
Hair treatment or mask/lotion
Hair oil
Hairstyling products (mousse, gel, spray)
Hair serum
The following products are excluded from this Report: hair colorants.
The consumer research was conducted by Ipsos Brazil with 1,500 adults aged 16+ in February 2016 (see Appendix – Methodology and Definitions). Detailed demographics are in the Databook.
This Report answers the following fundamental questions:
What benefits does the consumer expect to find in some haircare products (such as, for example, shampoo, conditioner, hair treatment etc)?
How is the haircare routine of the Brazilian consumers?
Which factors do Brazilians think are most important in determining a good hair appearance?
Which innovative haircare products would Brazilians be interested in buying?
