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Bodycare - Brazil - January 2015

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Forecast of retail sales of body, hand, and footcare products, by value, Brazil 2009-19
Companies and brands
Figure 2: Leading companies’ sales share in the Brazil body, hand, and footcare market, by value, 2011-13
The consumer
Hand and footcare products are still not used very much by Brazilians
Figure 3: Frequency of using body, hand, and footcare products, by segment, Brazil – November 2014
Users of body care products think it is important to moisturize regularly
Figure 4: Behavior toward using body, hand, and footcare products, Brazil – November 2014
Brazilians consider scent to be an important factor when buying body care products
Figure 5: Benefits when choosing body, hand, and footcare products, Brazil – November 2014
More than a third of consumers usually buy the same brand of body care products
Figure 6: Attitudes toward buying body, hand, and footcare products, Brazil – November 2014
What we think
ISSUES AND INSIGHTS
The beauty market is aware of consumers’ desire to save time
Household chores makes consumers more likely to use hand creams
Brazil’s hot and humid climate creates good opportunities for products that provide a fresh feeling
TRENDS APPLICATION
Trend: Prepare for the Worst
Trend: Sense of the Intense
Trend: Extend My Brand
WHO’S INNOVATING?
Key points
New product launches are the most popular type of launch in the Brazilian body care products market
Figure 7: Launches of body care products, percentage share, by type of launch, 2011-14
Moisturizers dominate product launches in the Brazilian body care market
Figure 8: Share of launches of body care products, by claim, 2011-14
Scent is an important product feature to consumers and companies can innovate by using Brazil’s natural resources
MARKET SIZE AND FORECAST
Key points
The body care market should grow at a more moderate level compared to previous years
Figure 9: Retail sales of body care products, by value, Brazil – 2009-19
Figure 10: Forecast of retail sales of body care products, by value, Brazil 2009-19
Sales in the body care segment have grown substantially, while sales in the hand and footcare segments have stagnated
Figure 11: Retail sales of body, hand, and footcare products, by segment, by value, Brazil 2012-13
Factors used in the forecast
MARKET SHARE
Key points
The market has three main leading companies and new international players
Figure 12: Leading companies’ sales share in the Brazil body care market, by value, 2011-13
COMPANIES AND BRANDS
Beiersdorf AG
Hypermarcas SA
Johnson & Johnson
THE CONSUMER – FREQUENCY OF USING BODY, HAND, AND FOOTCARE PRODUCTS
Key points
The majority of Brazilians uses body care products at least once a day
Figure 13: Frequency of using body, hand, and footcare products, by segment, Brazil, November
Body lotions are the most popular products of the category among Brazilians
Figure 14: Frequency of using body, hand, and footcare products, Brazil – November 2014
Although men are looking after their appearance more, women are more likely to use body care products
Figure 15: Frequency of using body, hand, and footcare products, by gender, Brazil – November 2014
Consumers in the South are less likely to use body, hand, and footcare products
Figure 16: Frequency of using body, hand, and footcare products, by region, Brazil – November 2014
THE CONSUMER – BEHAVIOR TOWARD USING BODY, HAND,  AND FOOTCARE PRODUCTS
Key points
Users of body care products think it’s important to moisturize their body regularly
Figure 17: Behavior toward using body, hand, and footcare products, Brazil – November 2014
Men aged 45+ think it’s important to hydrate their body, hands, and feet regularly
Figure 18: Behavior toward using body, hand, and footcare products, by gender, Brazil – November 2014
Consumers in socioeconomic group AB worry more about skin aging than lower-income consumers
Figure 19: Behavior toward body, hand, and footcare products, by socioeconomic group, Brazil – November 2014
THE CONSUMER – BENEFITS WHEN CHOOSING BODY, HAND AND FOOTCARE PRODUCTS
Key points
Scent is a very important benefit for Brazilians when choosing which product to buy
Figure 20: Benefits when choosing body, hand, and footcare products, Brazil – November 2014
Women worry more about product ingredients than men do
Figure 21: Benefits when choosing body, hand, and footcare products, by gender, Brazil – November 2014
Southern consumers are attracted to products with sun protection
Figure 22: Benefits when choosing body, hand, and footcare products, by region, Brazil – November 2014
THE CONSUMER – ATTITUDES TOWARD BUYING BODY, HAND,  AND FOOTCARE PRODUCTS
Key points
More than a third of Brazilians usually buy the same brands of body care products
Figure 23: Attitudes toward buying body, hand, and footcare products, Brazil – November 2014
AB consumers are more loyal to brands of body care products
Figure 24: Attitudes toward buying body, hand, and footcare products, Brazil – November 2014
Young adults look for advice from family and friends, while more mature adults search for recommendations from dermatologists
Figure 25: Attitudes toward buying body, hand, and footcare products, by gender, Brazil – November 2014

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