Suncare - Brazil - December 2016

OVERVIEW
Definition
EXECUTIVE SUMMARY 
The market
Market should grow in the next years despite 2015 fall
Figure 1: Forecast of retail sales of suncare products*, by value – Brazil, 2011-21
Market Share
Three leaders have a bit more than 50% of market share
Figure 2: Leading companies’ sales shares in the retail suncare market*, by value – Brazil, 2014-15
The consumer
Suncare products are still associated with seasonal use
Figure 3: Frequency of use – Brazil, July 2016
Electronic devices can increase use of sun protectors
Figure 4: Barriers of use – Brazil, July 2016
Benefit of unblocking skin pores can increase use of lotion formats
Figure 5: Attitudes toward formats (cream/lotion) – Brazil, July 2016
Products with too high SPF may affect its sensory factor
Figure 6: Purchase influences – Brazil, July 2016
What we think
ISSUES AND INSIGHTS 
How to communicate skin cancer risk factors
The facts
The implications
How to attract consumers who seek rapid absorption products
The facts
The implications
How to attract consumers toward products with oil formats
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Market fall in 2015 was due to the economic recession
Products with high SPF and in spray format can boost the category
Aging population and economic improvement can influence the market
MARKET AND FORECAST
Category felt the impact of the economic recession in 2015
Figure 7: Retail sales of suncare products*, by value – Brazil, 2011-21
Figure 8: Retail sales of suncare products, by value, by segment – Brazil, 2014-15
Innovations should boost the market growth
Figure 9: Forecast of retail sales of suncare products*, by value – Brazil, 2011-21
MARKET DRIVERS 
Elderly population rapidly increasing rapidly in Brazil
High SPF may be a barrier for the Brazilian consumers
Economic recession should slow down in the coming years
KEY PLAYERS – WHAT YOU NEED TO KNOW
Sundown is the market leader’s main brand
Beiersdorf ranked second in market share in 2015
La Roche Posay Anthelios is one of the best sellers
MARKET SHARE
Three main leaders have a bit more than 50% market share
Figure 10: Leading companies’ sales share in the retail suncare market*, by value – Brazil, 2014-15
WHO’S INNOVATING?
Launches of dermatologically tested products are still rare in Brazil
Figure 11: Launches of suncare products positioned as ‘dermatologically tested’, by top 6 countries, 2013-October 2016
Few suncare products launches in 2016 had a “long lasting” positioning
Figure 12: Launches of suncare products positioned as “long lasting,” by top 5 countries and brazil, 2013-October 2016
Waterproof products are not very present among launches in Brazil
Figure 13: Launches of suncare products positioned as “long lasting,” by top 5 countries, 2013-October 2016
THE CONSUMER – WHAT YOU NEED TO KNOW
Category still is associated with seasonal use
High prices and scents of some products can pose barriers
Brazilians have different perceptions on products in lotion, oil and gel
Purchase influences are linked to price and benefits
FREQUENCY OF USE
Suncare products are associated with seasonal use
Figure 14: Frequency of use – Brazil, July 2016
Self-tanning products have good opportunities during the winter
Figure 15: Frequency of use, agreement with the statement “I use suncare products throughout the year, including during the winter,” by skin type – Brazil, July 2016
There is room to evoke positive emotions and travel memories
Figure 16: Frequency of use, agreement with the statement “I use suncare products when I’m on holiday,” by region – Brazil, July 2016
BARRIERS OF USE
Electronic devices can boost sun protection use
Figure 17: Barriers of use – Brazil, July 2016
Women aged 25-34 can be interested in other formats
Figure 18: Barriers of use, agreement with the statement “Suncare products are usually too expensive,” by age – Brazil, July 2016
Young consumers may be attracted by multi-function products
Figure 19: barriers of use, agreement with the statement “I don’t like the smell of suncare products,” by gender and age – Brazil, July 2016
ATTITUDES TOWARD FORMATS
Benefit of unblocking pores can boost lotion format use
Figure 20: Attitudes towards formats (cream/lotion) – Brazil, July 2016
Brazilians can improve their perception of oil or gel products
Figure 21: Attitudes toward formats, by ‘quick to apply’ benefit – Brazil, July 2016
Products in gel format can appeal to men
Figure 22: Attitudes toward formats, by ‘leaves the skin feeling fresh’ benefit – Brazil, July 2016
PURCHASE INFLUENCES
Products with too high SPF may affect its sensory factor
Figure 23: Purchase influences – Brazil, July 2016
Products thats prevent perspiration can appeal to young men
Figure 24: Purchase influences, by men – Brazil, July 2016
Men aged 16-34 can be attracted by promotions and discounts
Figure 25: Purchase influences, by ‘low priced’ attribute – Brazil, July 2016
APPENDIX – MARKET SIZE AND FORECAST
Figure 26: Retail sales of suncare products*, by value – Brazil, 2011-21
Figure 27: Forecast of retail sales of suncare products*, by value – Brazil, 2011-21
Figure 28: Retail sales of suncare products, by value, by segment – Brazil, 2014-15
Abbreviations