Haircare - Shampoo, Conditioners and Styling Products - Brazil - May 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
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
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
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
Figure 4: Penetration of haircare products, total and by gender, January 2014
Cleansing conditioners can meet demand for intense conditioning
Figure 5: Attitudes toward using haircare products, January 2014
Almost half of Brazilians prefer to buy haircare products with their grocery shopping
Figure 6: Buying behavior, January 2014
Extra shine, UV protection, and long-lasting fragrances lead consumers’ interest
Figure 7: Interest in product claims/benefits, January 2014
What we think
MARKET – KEY POINTS
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
Trend: Man in the Mirror
Trend: Prepare for the Worst
Trend: Let's Make a Deal
WHO’S INNOVATING?
Key points
Brazil was the country that launched the highest number of haircare products in 2013
Figure 8: Launches of haircare products, by type of launch, Brazil, 2009-13
Complex haircare routines are behind the high performance of treatment products
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
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
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
Key points
Growth in the haircare category is driven mainly by rinse-out/leave-in conditioners and treatment products
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
Figure 15: Share of purchasing channels in sales of shampoo, conditioners *, and hairstyling products, 2010-13
The future remains bright for the haircare category
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
Figure 19: Best- and worst-case forecasts for Brazil retail sales of hairstyling products, 2008-18
Factors used in the forecast
MARKET SHARE
Key points
The three leading companies generate almost two thirds of total revenues in the shampoo and conditioner segments
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
Figure 21: Companies’ share in the Brazilian hairstyling segment, by value, 2012-13
COMPANIES AND BRANDS
Unilever
L'Oréal
Procter & Gamble
Hypermarcas
Flora
THE CONSUMER – PENETRATION AND FREQUENCY OF USING HAIRCARE PRODUCTS
Key points
Women are the biggest users of haircare products and can influence usage by men
Figure 22: Frequency of using haircare products, January 2014
Figure 23: Penetration of haircare products, total sample and by gender, January 2014
Figure 24: Users of haircare products, by age groups of male consumers, January 2014
Women and men differ in usage frequency of haircare products
Figure 25: Frequency of using haircare products, January 2014
Young adults stand out in the haircare category
Figure 26: Penetration of haircare products, by age group, January 2014
Figure 27: Number of haircare products used, January 2014
THE CONSUMER – ATTITUDES TOWARD USING HAIRCARE PRODUCTS
Key points
Young women are more loyal to their preferred haircare brands
Figure 28: Attitudes toward using haircare products, January 2014
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
Figure 30: Number of haircare products used , by gender and age group, any use, January 2014
THE CONSUMER – BUYING BEHAVIOR
Key points
Almost half of Brazilians prefer to buy haircare products with their grocery shopping
Figure 31: Buying behavior, January 2014
Figure 32: Buying behavior, by age group, January 2014
Brazilian consumers don’t buy more expensive haircare products when they want to feel special
Figure 33: Buying behavior, by socioeconomic group, January 2014
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
Figure 35: Market share of distribution channels of haircare products, 2013
THE CONSUMER – INTEREST IN HAIRCARE PRODUCT CLAIMS AND BENEFITS
Key points
Shine, protection against sun damage, and long-lasting fragrance are the top interests by consumers
Figure 36: Interest in product claims and benefits in the haircare category, January 2014
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
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
Figure 39: Launches of “free from” haircare products, 2010-13
APPENDIX – MARKET SIZE AND FORECAST
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
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
Figure 46: Revenues share of haircare manufacturers*, 2012-13
Figure 47: Revenues share of haircare manufacturers in the hairstyling segment, 2012-13
APPENDIX – THE CONSUMER – FREQUENCY OF USING HAIRCARE PRODUCTS
Figure 48: Frequency of using haircare products, January 2014
Figure 49: Frequency of using haircare products – Any shampoo, by demographics, January 2014
Figure 50: Frequency of using haircare products – Any conditioner, by demographics, January 2014
Figure 51: Frequency of using haircare products – Any hair treatment, by demographics, November 2014
Figure 52: Frequency of using haircare products – Any hairstyling product, by demographics, January 2014
Figure 53: Frequency of using haircare products – Shampoo, by demographics, January 2014
Figure 54: Frequency of using haircare products – Dry or no-rinse shampoo, by demographics, January 2014
Figure 55: Frequency of using haircare products – Rinse-out conditioner, by demographics, January 2014
Figure 56: Frequency of using haircare products – Leave-in conditioner, by demographics, January 2014
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
Figure 58: Frequency of using haircare products – Hair spray, by demographics, January 2014
Figure 59: Frequency of using haircare products – Styling mousse or foam, by demographics, January 2014
Figure 60: Frequency of using haircare products – Styling gel, by demographics, January 2014
Figure 61: Frequency of using haircare products – Styling cream or lotion, by demographics, January 2014
Figure 62: Frequency of using haircare products – Hair putty, wax, or other texturizer, by demographics, January 2014
Figure 63: Frequency of using haircare products – Hair serum, by demographics, January 2014
Figure 64: Frequency of using haircare products – Hair oil, by demographics, January 2014
Figure 65: Frequency of using haircare products – Heat protection product, by demographics, January 2014
Figure 66: Frequency of using haircare products – by segment (any), by gender, January 2014
Figure 67: Attitudes toward using haircare products, by frequency of using haircare products – Any shampoo, January 2014
Figure 68: Attitudes toward using haircare products, by frequency of using haircare products – Any conditioner, January 2014
Figure 69: Attitudes toward using haircare products, by frequency of using haircare products – Any hair treatment product, January 2014
Figure 70: Attitudes toward using haircare products, by frequency of using haircare products – Any hairstyling products, January 2014
Figure 71: Attitudes toward using haircare products, by frequency of using haircare products – Shampoo, January 2014
Figure 72: Attitudes toward using haircare products, by frequency of using haircare products – Dry or no-rinse shampoo, January 2014
Figure 73: Attitudes toward using haircare products, by frequency of using haircare products – Rinse-out conditioner, January 2014
Figure 74: Attitudes toward using haircare products, by frequency of using haircare products – Leave-in conditioner, January 2014
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
Figure 76: Attitudes toward using haircare products, by frequency of using haircare products – Hair spray, January 2014
Figure 77: Attitudes toward using haircare products, by frequency of using haircare products – Styling mousse or foam, January 2014
Figure 78: Attitudes toward using haircare products, by frequency of using haircare products – Styling gel, January 2014
Figure 79: Attitudes toward using haircare products, by frequency of using haircare products – Styling cream or lotion, January 2014
Figure 80: Attitudes toward using haircare products, by frequency of using haircare products – Hair putty, wax, or other texturizer, January 2014
Figure 81: Attitudes toward using haircare products, by frequency of using haircare products – Hair serum, January 2014
Figure 82: Attitudes toward using haircare products, by frequency of using haircare products – Hair oil, January 2014
Figure 83: Attitudes toward using haircare products, by frequency of using haircare products – Heat protection product, January 2014
Repertoire analysis
Figure 84: Number of products, any use,  January 2014
Figure 85: Number of products, any use, by demographics, January 2014
Figure 86: Number of products and usage frequency, January 2014
Figure 87: Buying behavior toward haircare products, by number of products owned, January 2014
APPENDIX – THE CONSUMER – ATTITUDES
Figure 88: Attitudes toward using haircare products, January 2014
Figure 89: Attitudes toward using haircare products, by demographics, January 2014
Figure 90: Attitudes toward haircare products, by demographics, January 2014 (Cont.)
APPENDIX – THE CONSUMER – BUYING BEHAVIOR
Figure 91: Buying behavior, January 2014
Figure 92: Buying behavior, by demographics, January 2014
Figure 93: Buying behavior, by demographics, Janeiro 2014 (Cont.)
APPENDIX – THE CONSUMER – INTEREST IN PRODUCT CLAIMS/BENEFITS
Figure 94: Interest in product claims/benefits, January 2014
Figure 95: Interest in product claims/benefits – I am interested and would pay more, by demographics, January 2014
Figure 96: Interest in product claims/benefits – I am interested and would pay more, by demographics, January 2014 (Cont.)
Figure 97: Interest in product claims/benefits – I am interested but would not pay more, by demographics, January 2014
Figure 98: Interest in product claims/benefits – I am interested but would not pay more, by demographics, January 2014 (Cont.)
Figure 99: Interest in product claims/benefits – I am not interested, by demographics, January 2014
Figure 100: Interest in product claims/benefits – I am not interested, by demographics, January 2014 (cont.)
APPENDIX – GNPD
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
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
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
Figure 112: Share of chemical-free haircare products in haircare product launches, 2010-13