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Suncare - Brazil - November 2015

OVERVIEW
Definition
EXECUTIVE SUMMARY
The market
Sales of suncare products grew substantially in 2014 with high temperatures
Figure 1: Forecast of retail sales of suncare products*, by value – Brazil, 2010-20
Market share
Investments in campaigns and innovation contributed to the increasing market share by Nivea Sun and L'Oréal Solar Expertise
Figure 2: Leading companies' sales share in the retail suncare market*, by value, Brazil, 2013-14
The consumer
Consumers’ increasing awareness of the dangers of sun exposure drive sales of aftersun products
Figure 3: Frequency of using suncare products – Brazil, September 2015
20% of consumers look for products designed for their skin type
Figure 4: Behavior toward using suncare products – Brazil, September 2015
Many Brazilians show interest in multifunctional suncare products
Figure 5: Interest in suncare innovations – Brazil, September 2015
Brazilians tend to buy more suncare products during summer months
Figure 6: Behavior toward purchasing suncare products – Brazil, September 2015
What we think
ISSUES AND INSIGHTS
Despite governmental campaigns, only 29% of Brazilians report using sun protection to avoid skin cancer
The facts
The implications
How can companies still attract consumers during Brazil's current economic crisis?
The facts
The implications
More and more products have SPF added to their formulas
The facts
The implications
THE MARKET − WHAT YOU NEED TO KNOW
Sales of suncare products increase during summer months
Extreme temperature during summer 2014 contributed to an increase in sales
Consumers who are allergic to the sun and mature consumers are demographic niches to be explored by suncare companies
MARKET AND FORECAST
Marked by high temperatures, sales of suncare products experienced strong growth in 2014
Figure 7: Retail sales of suncare products*, by value – Brazil, 2010-20
Figure 8: Retail sales of suncare products, by value, by segment – Brazil, 2013-14
The suncare market is expected to grow 18% in 2015, compared to 2014
Figure 9: Forecast of retail sales of suncare products* by value – Brazil, 2010-20
MARKET DRIVERS
Brazil's rising temperatures
Market lacks products aimed at consumers who are allergic to sun and products with “anti-aging” claims
KEY PLAYERS − WHAT YOU NEED TO KNOW
Nivea develops creative campaigns for the suncare market
Hypermarcas announces sale of its cosmetics division to Coty, including brand Cenoura & Bronze
Campaign to be shared among friends
MARKET SHARE
Investments in campaigns and innovation contributed to the increasing market share of Nivea Sun and L'Oréal Solar Expertise
Figure 10: Leading companies' sales share in the retail suncare market*, by value – Brazil, 2013-14
WHO’S INNOVATING?
Products for sensitive skin have good potential in Brazil
Figure 11: Launches of suncare products positioned as "for sensitive skin,” by top 5 countries and Brazil, 2013-September 2015
Over-55s represent a good opportunity for the market
Figure 12: Launches of suncare products positioned as “anti-aging,” by top five countries and Brazil, 2013-September 2015
There is an opportunity in the market for suncare products in different formats and textures
Figure 13: Launches of suncare products, by subcategory, Brazil, October 2012-October 2015
THE CONSUMER – WHAT YOU NEED TO KNOW
Aftersun products could be more targeted at young people and consumers living in the Central-West regions
Customization and “free from” products are also important in the suncare category
Brazilians show interest in innovative products
Sales of suncare products are seasonal, increasing during summer months
FREQUENCY OF USING SUNCARE PRODUCTS
Consumers’ increasing awareness of the dangers of sun exposure drive sales of aftersun products
Figure 14: Frequency of using suncare products – Brazil, September 2015
Sun protection products can appeal to younger women
Figure 15: Frequency of using suncare products, by age group – Brazil, September 2015
Products with “anti-aging” claims and with high SPF factors can appeal to men aged 25-34
Figure 16: Frequency of using suncare products, by male consumers and age group – Brazil, September 2015
Dry climate in the Central-West region is a good opportunity for the market
Figure 17: Total use of body moisturizer with FPS, facial moisturizer with FPS and sun protection lip balm with SPF, by region – Brazil, September 2015
BEHAVIOR TOWARD USING SUNCARE PRODUCTS
20% of consumers look for products designed for their skin type
Figure 18: Behavior toward using suncare products – Brazil, September 2015
Convenience and ingredients are important for many men
Figure 19: Selected behaviors toward using suncare products, by gender – Brazil, September 2015
20% of consumers living in the South use different products for the face and body
Figure 20: Selected behaviors toward using suncare products, by region – Brazil, September 2015
INTEREST IN INNOVATIONS
Many Brazilians show interest in multifunctional suncare products
Figure 21: Interest in suncare innovations – Brazil, September 2015
Soaps with SPF can appeal to more mature men
Figure 22: Interest in body wash/soaps with SPF that keep skin protected after being washed, by gender and age – Brazil, September 2015
Innovative products can appeal to consumers in the South
Figure 23: Interest in selected innovations in suncare products, by region – Brazil, September 2015
BEHAVIOR TOWARD PURCHASING SUNCARE PRODUCTS
Brazilians tend to buy more suncare products during summer months
Figure 24: Behavior toward purchasing suncare products, Brazil, September 2015
More mature consumers tend to worry about ingredients used in suncare products
Figure 25: Behavior toward purchasing suncare products – "I read products' ingredients before buying them,” by gender and age, Brazil, September 2015
Popular brands have the opportunity to attract C12 consumers
Figure 26: Selected behaviors toward purchasing suncare products, by socioeconomic groups, Brazil, September 2015
APPENDIX – MARKET SIZE AND FORECAST
Figure 27: Retail sales of suncare products*, by value, Brazil – 2010-20
Figure 28: Forecast of retail sales of suncare products*, by value, Brazil – 2010-20
Figure 29: Brazil retail sales of suncare products, by value, by segments, Brazil – 2013-14
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Factors used in forecasting
Abbreviations

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