The Brazilian Haircare Market: What Consumers Use and Why?

  • October 2013
  • -
  • Canadean Ltd
  • -
  • 89 pages

Product Synopsis

This report provides the results for the Haircare market in Brazil from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices in organized sector. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Haircare market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Haircare market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Conditioner, Hair Colorants, Perms & Relaxers, Shampoo, and Styling Agents are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Conditioner, Hair Colorants, Perms & Relaxers, Shampoo, and Styling Agents.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Consumption frequency analysis reveals that use of Hair Colorants is relatively low among younger consumers in Brazil, with Mid-Lifers and Older Consumers accounting for large shares of the market. This shows that Hair Colorants are still used primarily to hide graying hair, rather than providing younger consumers with a range of stylistic choices.

Shampoo consumption is considerably higher among women than men in Brazil, with over half of men consuming Shampoo at a Heavy frequency compared to only 29% of women. Instead, Medium frequency consumption is most common among women, highlighting a key consumer group for suppliers to target with strategies to increase consumption frequency.

Consumer segmentation based on gender reveals that the female population in Brazil has a greater share of the Haircare market, accounting for 56% of the market by value despite accounting for 51% of the population.

Key Highlights

Consumption frequency analysis reveals that private label penetration in Haircare products in Brazil is highest for Perms & Relaxers, exceeding6%, while penetration remains at less than 3% in other Haircare categories. One reason for this is the relatively fragmented character of the Brazilian retail market, with private labels traditionally stronger in mature, concentrated retail markets.

Value analysis of the market reveals that the top four Haircare product categories – Styling Agents, Conditioners, Hair Colorants and Shampoo –have similar market shares in value terms. Perms & Relaxers is the lowest selling segment.

Organized retailer volume analysis reveals that Brazil’s five largest retailers of Haircare products accounts for approximately 65% ofHaircare products distribution in Brazil. This share is expected to increase as the Brazilian retail market is expected to concentrate further.

Table Of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Haircare Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Conditioner
3.2.2 Hair Colorants
3.2.3 Perms and Relaxers
3.2.4 Shampoo
3.2.5 Styling Agents
3.3 Behavioral Trends and Market Value
3.3.1 Conditioner
3.3.2 Hair Colorants
3.3.3 Perms and Relaxers
3.3.4 Shampoo
3.3.5 Styling Agents
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Conditioner
4.1.2 Hair Colorants
4.1.3 Perms and Relaxers
4.1.4 Shampoo
4.1.5 Styling Agents
4.2 Consumer Profiles by Product Category
4.2.1 Conditioner
4.2.2 Hair Colorants
4.2.3 Perms and Relaxers
4.2.4 Shampoo
4.2.5 Styling Agents
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Haircare Brand Choice and Private Label Consumer Penetration
5.2.1 Conditioner
5.2.2 Hair Colorants
5.2.3 Perms and Relaxers
5.2.4 Shampoo
5.2.5 Styling Agents
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Haircare
6.1.2 Conditioner
6.1.3 Hair Colorants
6.1.4 Perms and Relaxers
6.1.5 Shampoo
6.1.6 Styling Agents
7 Consumption Impact: Market Valuation
7.1 Haircare Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Haircare Value Analysis by Category
7.2.1 Share by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Haircare Volume Impact of Consumer Behavior Trends
7.3.1 Share by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share by Category of organized Retail
8.1.1 Retail Share by Volume - Conditioner of organized Retail
8.1.2 Retail Share by Volume - Hair Colorants of organized Retail
8.1.3 Retail Share by Volume - Perms and Relaxers of organized Retail
8.1.4 Retail Share by Volume - Shampoo of organized Retail
8.1.5 Retail Share by Volume - Styling Agents of organized Retail
8.2 Profiles of End-Consumers of Haircare, by Retailer Used
8.2.1 A. Angeloni
8.2.2 Carrefour
8.2.3 Cia Zaffari
8.2.4 Companhia Brasileira de Distribuicao
8.2.5 Drogasil S.A.
8.2.6 G.Barbosa
8.2.7 Irmaos Bretas
8.2.8 Irmaos Muffato
8.2.9 Lojas Americanas
8.2.10 Outro
8.2.11 Prezunic
8.2.12 SHV Makro
8.2.13 Wal-Mart
8.2.14 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Haircare Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Haircare Value Share (%), by Age Groups, 2012
Table 5: Brazil Haircare Value Share (%), by Gender, 2012
Table 6: Brazil Haircare Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Haircare Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Haircare Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Haircare Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Conditioner Consumer Group Share (% market value), 2012
Table 11: Brazil Hair Colorants Consumer Group Share (% market value), 2012
Table 12: Brazil Perms and Relaxers Consumer Group Share (% market value), 2012
Table 13: Brazil Shampoo Consumer Group Share (% market value), 2012
Table 14: Brazil Styling Agents Consumer Group Share (% market value), 2012
Table 15: Brazil Total Conditioner Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Total Hair Colorants Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Brazil Total Perms and Relaxers Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Brazil Total Shampoo Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Brazil Total Styling Agents Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Brazil Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Brazil Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Brazil Perms and Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Brazil Perms and Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Brazil Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Brazil Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Brazil Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Brazil Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Brazil Conditioner Consumer Profiles (% consumers by sub-group), 2012
Table 31: Brazil Hair Colorants Consumer Profiles (% consumers by sub-group), 2012
Table 32: Brazil Perms and Relaxers Consumer Profiles (% consumers by sub-group), 2012
Table 33: Brazil Shampoo Consumer Profiles (% consumers by sub-group), 2012
Table 34: Brazil Styling Agents Consumer Profiles (% consumers by sub-group), 2012
Table 35: Brazil Haircare Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 36: Brazil Conditioner Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: Brazil Hair Colorants Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: Brazil Perms and Relaxers Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: Brazil Shampoo Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: Brazil Styling Agents Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: Brazil, Haircare: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: Brazil, Conditioner: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: Brazil, Hair Colorants: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: Brazil, Perms and Relaxers: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: Brazil, Shampoo: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: Brazil, Styling Agents: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Brazil Haircare Market Value (Brazilian Real million), by Category, 2012
Table 48: Brazil Haircare Market Value (US$ million), by Category, 2012
Table 49: Brazil Haircare Market Volume (Ltrs m or Units m), by Category, 2012
Table 50: Brazil Haircare Market Share (US$ million), by Category, 2012
Table 51: Brazil Haircare Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 52: Brazil Haircare Expenditure Per Capita (US$), by Category, 2012
Table 53: Brazil Haircare Expenditure Per Household (Brazilian Real), by Category
Table 54: Brazil Haircare Expenditure Per Household (US$), by Category
Table 55: Brazil Haircare Market Volume Share (Ltrs m or Units m), by Category, 2012
Table 56: Brazil Haircare Consumption Per Capita by Category, 2012
Table 57: Brazil Haircare Consumption Per Household by Category, 2012
Table 58: Brazil Conditioner Survey-tracked Retailer Shares of organized Retail by Volume (Ltrs m), 2012
Table 59: Brazil Hair Colorants Survey-tracked Retailer Shares of organized Retail by Volume (Units m), 2012
Table 60: Brazil Perms and Relaxers Survey-tracked Retailer Shares of organized Retail by Volume (Units m), 2012
Table 61: Brazil Shampoo Survey-tracked Retailer Shares of organized Retail by Volume (Ltrs m), 2012
Table 62: Brazil Styling Agents Survey-tracked Retailer Shares of organized Retail by Volume (Ltrs m), 2012
Table 63: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2012
Table 64: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 65: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 66: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 67: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2012
Table 68: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2012
Table 69: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 70: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2012
Table 71: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 72: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Outro (% by Subgroup, as tracked by the Survey), 2012
Table 73: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 74: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2012
Table 75: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 76: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Haircare Value Share (%), by Age Groups, 2012
Figure 3: Brazil Haircare Value Share (%), by Gender, 2012
Figure 4: Brazil Haircare Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Haircare Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Haircare Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Haircare Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Perms and Relaxers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Perms and Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Brazil Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Brazil Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Brazil Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Brazil Haircare Market Share (US$ million), by Category, 2012
Figure 19: Brazil Haircare Expenditure Per Capita (US$), by Category, 2012
Figure 20: Brazil Haircare Expenditure Per Household (US$), by Category
Figure 21: Brazil Conditioner Survey-tracked Retailer Shares of organized Retail by Volume (Ltrs m), 2012
Figure 22: Brazil Hair Colorants Survey-tracked Retailer Shares of organized Retail by Volume (Units m), 2012
Figure 23: Brazil Perms and Relaxers Survey-tracked Retailer Shares of organized Retail by Volume (Units m), 2012
Figure 24: Brazil Shampoo Survey-tracked Retailer Shares of organized Retail by Volume (Ltrs m), 2012
Figure 25: Brazil Styling Agents Survey-tracked Retailer Shares of organized Retail by Volume (Ltrs m), 2012

Companies Mentioned

A. Angeloni, Carrefour, Cia Zaffari, CompanhiaBrasileira de Distribuicao, Drogasil S.A. ,G.Barbosa ,IrmaosBretas.

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