Table of Contents
Overview
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- Definition
Executive Summary
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- The market
- Haircare products retail sales will recover growth rate in 2017
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- Figure 1: Forecast of retail sales of haircare products, by value, Brazil, 2011-21
- Market share
- Unilever leads sales of shampoos and conditioners
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- Figure 2: Leading companies’ retail sales share in the shampoo and conditioner segment*, by value, Brazil, 2015-16
- Coty leads sales of hairstyling products thanks to Bozzano
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- Figure 3: Leading companies’ retail sales shares in the hairstyling segment*, by value, Brazil, 2015-16
- The consumer
- Despite natural hair trend, many Brazilians still prefer straight hair
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- Figure 4: Hair types of Brazilians, Brazil, January 2017
- Haircuts and hair cuticle repairs are done mainly in salons
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- Figure 5: Beauty treatments at home and in a salon, Brazil, January 2017
- Hair loss products can benefit from the hairceuticals trend
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- Figure 6: Hair characteristics, Brazil, January 2017
- Brands need to educate Brazilians on how to use preshampoos
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- Figure 7: Consumer behavior, Brazil, January 2017
- What we think
Issues and Insights
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- How to create opportunities for women to accept their grey hair
- The facts
- The implications
- The possibilities created by bigger haircare packages
- The facts
- The implications
- How to boost consumption of cleansing conditioners
- The facts
- The implications
The Market – What You Need to Know
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- Search for cheaper products may have affected the market
- Shampoos and conditioners are the main drivers in the industry
- Companies invest in new innovation centers in Brazil
Market Size and Forecast
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- Sales of haircare products will start to recover in 2017
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- Figure 8: Retail sales of haircare products, total market, by value, Brazil, 2011-21
- Figure 9: Forecast of retail sales of haircare products, total market, by value, Brazil, 2011-21
- Innovations boost sales of shampoos and conditioners
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- Figure 10: Retail sales of shampoos and conditioners*, by value, Brazil, 2011-21
- Figure 11: Forecast of retail sales of shampoos and conditioners*, by value, Brazil, 2011-21
- Sales of hairstyling products have been affected by austerity measures
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- Figure 12: Retail sales of hairstyling products*, by value, Brazil, 2011-21
- Figure 13: Forecast of retail sales of hairstyling products*, by value, Brazil, 2011-21
Market Drivers
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- Companies have invested in innovation in Brazil
- Beauty salons are reinventing themselves
Key Players – What You Need to Know
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- Unilever leads sales of shampoos and conditioners
- Coty buys Bozzano hairstyling and secures leadership
- Brazilians are interested in natural and antipollution products
Market Share
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- Unilever maintains leadership in sales of shampoos and conditioners
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- Figure 14: Leading companies’ retails sales share of shampoos and conditioners*, by value, Brazil, 2015-16
- Coty has almost half of hairstyling market share in Brazil
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- Figure 15: Leading companies’ retails sales share of hairstyling products*, by value, Brazil, 2015-16
Who’s Innovating?
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- Charcoal and micellar water can be used in antipollution formulas
- Natural haircare products can benefit from food and drinks
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- Figure 16: Launches of haircare products with “botanical/herbal,” “no paraben,” “100% natural,” and “no silicone” claims, by five selected countries, January 2014-December 2016
The Consumer – What You Need to Know
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- Many women still wear their hair straight most of the time
- Many Brazilians haven’t done hair treatments in salons in the last year
- Hair loss is the most cited characteristic by Brazilians
- Interest in preshampoo brings opportunities for the market
Hair Types
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- Despite the natural hair trend, many Brazilians prefer it straight
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- Figure 17: Hair types of Brazilians, by women, Brazil, January 2017
- There are opportunities to attract C12 clients with products for wavy hair
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- Figure 18: Hair types of Brazilians, by C12 consumers, Brazil, January 2017
- People from the five regions of the country have different perceptions
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- Figure 19: Hair types of Brazilians, by region, Brazil, January 2017
Hair Treatments
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- Haircuts and hair cuticle repairs are done more often in salons
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- Figure 20: Hair treatments at home and in the beauty salon, Brazil, January 2017
- Economic recession may have affected beauty salons
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- Figure 21: Hair treatments, by hair type and selected phrases, Brazil, January 2017
- Natural ingredients may attract Brazilians with wavy hair
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- Figure 22: Hair treatments, by wavy hair, Brazil, January 2017
Hair Characteristics
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- Hair loss products can benefit from the hairceuticals trend
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- Figure 23: Hair characteristics, Brazil, January 2017
- Products for split and dry ends can attract Brazilians with curly hair
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- Figure 24: Hair characteristics, by straight and curly hair, Brazil, January 2017
- Some consumers with Afro hair complain about lack of shine
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- Figure 25: Hair characteristics, by phrase and type of hair selected, Brazil, January 2017
Consumer Behavior
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- Brands should educate Brazilians about the use of preshampoos
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- Figure 26: Consumer behavior, Brazil, January 2017
- There is lack of blogs aimed at Afro hair
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- Figure 27: Selected phrase “I look for opinions on new hair products from bloggers,” by type of hair, Brazil, January 2017
Appendix – Market Size and Forecast
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- Figure 28: Retail sales of haircare products, total market, by value, Brazil, 2011-21
- Figure 29: Forecast of retail sales of haircare products, total market, by value, Brazil, 2011-21
- Figure 30: Leading companies’ retails sales share of shampoos and conditioners*, by value, Brazil, 2015-16
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- Figure 31: Leading companies’ retails sales share of hairstyling products*, by value, Brazil, 2015-16
- Abbreviations
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