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Haircare - Brazil - April 2016

OVERVIEW
Definition
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

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