Table of Contents
Executive Summary
-
- The market
- Sales of haircare products continue to grow at a moderate pace
-
- Figure 1: Forecast of retail sales of haircare products*, by value, Brazil, 2010-20
- Market share
- Unilever leads sales of shampoos and conditioners
-
- Figure 2: Leading companies' retail sales share in the shampoo* and conditioner** segment, by value, Brazil, 2014-15***
- Hypermarcas had almost half of the hairstyling market share in 2015
-
- Figure 3: Leading companies' retail sales share in the hairstyling segment*, by value, Brazil, 2014-15
- The consumer
- Lack of information can be a barrier for haircare products purchase
-
- Figure 4: Hair types of Brazilians, Brazil, February 2016
- Shampoos that reduce breakages and frizz can appeal to consumers
-
- Figure 5: Important benefits in shampoos, by type of hair, Brazil, February 2016
- Products for curly hair should explore new claims
-
- Figure 6: Haircare routine, Brazil, February 2016
- Vitamins and supplements can be good allies for hair appearance
-
- Figure 7: Important factors, Brazil, February 2016
- Brazilians are more interested in cleansing conditioners
-
- Figure 8: Innovations, Brazil, February 2016
- What we think
Issues and Insights
-
- Could haircare products contribute to a healthier life?
- The facts
- The implications
- How to encourage consumers to use different haircare products?
- The facts
- The implications
- How to attract consumers who prefer professional products?
- The facts
- The implications
The Market – What You Need to Know
-
- Retail sales of haircare products grew only 4.6% in 2015
- Unemployment rise leads Brazilians to be more cautious with money
- There is no crisis in the market of haircare products for men
Market Size and Forecast
-
- Economic crisis should continue affecting the haircare market
-
- Figure 9: Retail sales of haircare products, by value, Brazil, 2010-20
- Figure 10: Forecast of retail sales of haircare products*, by value, Brazil, 2010-20
- Shampoos and conditioners boost the sector, but also feel the crisis
-
- Figure 11: Retail sales of shampoos* and conditioners**, by value, Brazil, 2010-20
-
- Figure 12: Forecast of retail sales of shampoos* and conditioners**, by value, Brazil, 2010-20
- Hairstyling products had a retraction in sales in 2015
-
- Figure 13: Retail sales of hairstyling products*, by value, Brazil, 2010-20
-
- Figure 14: Forecast of retail sales of hairstyling products*, by value, Brazil, 2010-20
Market Drivers
-
- Men’s vanity contributes to the haircare market growth
- IPI rise and economic crisis will still hamper the market in 2016
Key Players – What You Need to Know
-
- Dove campaign encourages women to assume their hair
- Niely launches new line of products for curly hair
- TRESemmé creates website dedicated to curly hair
- Wella, Monange, and Bozzano are sold to Coty
Market Share
-
- The market segment of shampoos and conditioners is marked by acquisitions and sales of brands and companies
-
- Figure 15: Leading companies' retail sales share in the shampoos* and conditioners** segment, by value, Brazil, 2014-2015***
- Hypermarcas leads the segment of hairstyling products
-
- Figure 16: Leading companies' retail sales share in the hairstyling segment*, by value, Brazil, 2014-15
Who’s Innovating?
-
- Hair products with UV protection have space to grow in the market
-
- Figure 17: Launches of new haircare products with 'UV protection' claims, by 5 selected countries, 2015
- Not only bald people seek hair growth stimulators, those with curly and African hair too
-
- Figure 18: Launches of new haircare products with 'anti-fall' claims, by top five countries and Brazil, 2015
- Consumers’ desire for haircare products that hydrate and enhance brightness is an opportunity for options based on coconut oil
-
- Figure 19: Launches of new haircare products with 'brightening' and 'hydrating' claims, Brazil, January 2013-December 2015
The Consumer – What You Need to Know
-
- Different hair types are found from North to South of Brazil
- Consumers seek different benefits in haircare products
- There are opportunities for products for curly hair
- Some Brazilians believe a good hair appearance depends on diet
- Brazilians are interested in haircare products with added value
Hair Types
-
- Curly and straight are the most cited hair types by Brazilians
-
- Figure 20: Hair types of Brazilians, Brazil, February 2016
- Women could be interested in treatment ampoules for curly hair
-
- Figure 21: Hair types of Brazilians, by gender, Brazil, February 2016
- Brazilian diversity can be seen between the different regions of Brazil
-
- Figure 21: Hair types of Brazilians, by region, Brazil, February 2016
Important Benefits
-
- Consumers with curly and wavy hair seek to reduce frizz and split ends
-
- Figure 22: Important benefits in shampoos, by type of hair, Brazil, February 2016
- Consumers want conditioners that hydrate and add softness
-
- Figure 23: Important benefits in conditioners, by type of hair, Brazil, February 2016
- Shine-enhancing hairstyling products could appeal to men
-
- Figure 24: Important benefits in hairstyling products, by male gender, Brazil, February 2016
- Repairing chemical damage is essential for hair treatment products
-
- Figure 25: Important benefits in hair treatment products, Brazil, February 2016
Haircare Routine
-
- Straight hair has been replaced by natural wires
-
- Figure 26: Haircare routine, Brazil, February 2016
- Better information for men could generate loyalty
-
- Figure 27: Haircare routine, by gender, Brazil, February 2016
- Young women are looking for products that stimulate hair grow
-
- Figure 28: Haircare routine, by female gender, Brazil, February 2016
Important Factors
-
- Vitamins and supplements can boost a good hair appearance
-
- Figure 29: Important factors, Brazil, February 2016
- Frequency of washing hair is not so important for some consumers
-
- Figure 30: Important factors, by region, Brazil, February 2016
- There is a shortage of personalized products for men
-
- Figure 31: Important factors, by gender, Brazil, February 2016
Innovations
-
- Brazilian consumers are more interested in cleansing conditioners
-
- Figure 32: Innovations, Brazil, February 2016
- Bar shampoos with higher added value could appeal to men
-
- Figure 33: Innovations, by gender, Brazil, February 2016
- Promotions can led young women to buy products that work during the night
-
- Figure 34: Innovations, by female gender, Brazil, February 2016
Appendix – Market Size and Forecast
-
-
- Figure 35: Retail sales of haircare products, by value, Brazil, 2010-20
- Figure 36: Forecast of retail sales of haircare products, by value, Brazil, 2010-20
- Figure 37: Leading companies' retail sales share in the shampoo* and conditioner** segments, by value, Brazil, 2014-15***
-
- Figure 38: Leading companies' retail sales share in the hairstyling segment*, by value, Brazil, 2014-15
-
Appendix – Methodology and Definitions
-
- Fan chart forecast
- Abbreviations
Back to top