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  6. > Market Focus: Trends and Developments in the Haircare Sector in Brazil

Product Synopsis

This report provides a concise overview of the Haircare market in Brazil. After reading this report, you will understand the size of the market, the economic, demographic, and behavioral trends that will drive its evolution, and the leading players within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?
This overview of the consumer and market dynamics of the Brazilian Haircare sector allows new entrants and established players to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?
Brazil is one of largest Haircare markets globally. Growth in the country's Haircare market will remain strong as Brazilians across socio-economic backgrounds spend considerably on Haircare products. While the majority of the Brazilians, especially women, consider hairstyle to be a personal style statement and an important aspect of their personality, the men's Haircare market is fast evolving.

What are the key drivers behind recent market changes?
The most important motivation, by far, is Beauty, which tracks products chosen to meet consumers' need to enhance their beauty and grooming.

What makes this report unique and essential to read?
This report brings together consumer insight and market data to provide a comprehensive brief of the Brazilian Haircare sector. This allows for the rapid identification of key growth opportunities across major Haircare categories and their packaging.

Key Features and Benefits

Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Haircare sector.

Key growth categories are highlighted by analyzing the market dynamics of major Haircare categories.

Market shares are provided for the leading brands and private labels across Haircare categories.

An overview of packaging trends in the Brazilian Haircare sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key Market Issues

In 2012, Hypermarkets and Supermarkets continued to be the preferred distribution channel for both Health and Beauty products overall and Haircare. This is due to discounts and the large shelf-display space offered by Hypermarkets and Supermarkets being a major pull for consumers.

The popularity of beauty salons in Brazil has led to manufacturers launching salon-style products.

The majority of Brazilians use Haircare products primarily to achieve more of their beauty aims and ambitions.

Despite Shampoo being the largest Haircare category and also the most commonly used Haircare product, it will lose out to faster growing categories such as Hair Colorants, Perms and Relaxers, and Styling Agents between 2007 and 2017.

Key Highlights

Private label penetration in Haircare is low due to the presence of economy product ranges of prominent brands.

Heavy consumption frequency of Haircare products in Brazil declines among higher age groups as consumers tend to experiment less with their hair styles.

Consumption of Haircare products is often linked to age-specific needs, such as mid-lifers looking to repair damage in fragile hair or Hair Colorants for older, grey haired consumers.

Haircare product manufacturers are using strong and bold colors to highlight unique product features.

Table Of Contents

Market Focus: Trends and Developments in the Haircare Sector in Brazil
Country Context
-          Stable economic growth, large share of young population, and the easy availability of consumer credit are driving growth in Brazil's retail sector
-          High urbanization rate and large middle income group favors growth in organized retail in Brazil
-          Brazilians prefer to buy Haircare products from Hypermarkets and Supermarkets and Drug stores and Pharmacies
Consumer Profile
-          Males have a higher propensity to consume Haircare products in Brazil
-          Brazilians use Haircare products at a Medium to Heavy Consumption frequency
-          Beauty enhancement is the prime motivator for consumption of Haircare products in Brazil
-          Beauty motivated aspiration sales and trading up to premium Haircare products are key trends
-          Age-specific need fulfillment and Better value for money are other major trends
Sector Analysis
-          Growth in Haircare market in Brazil to remain stable during 2012-2017
-          Hair Colorants is the fastest growing Haircare product category
-          Fast growing categories such as Hair Colorants, Perms and Relaxers to gain market share compared to commonly used Shampoo and Conditioners
-          Brazilian women's desire for new looks is driving sales of Hair Colorants
-          Shampoo will lose market share to non-core Haircare categories such as Hair Colorants and Styling Agents
-          The popularity of Styling Agents among the Brazilian youth is driving growth
Brands and Private Labels
-          Private label penetration in Haircare is low due to the presence of economy product ranges of prominent brands
-          Perms and Relaxers is the fastest growing private label category
-          Natura Ekos, Koleston, and L'Oreal are the leading Haircare brands in Brazil
-          Seda and Elseve are the leading Shampoo brands in Brazil
Packaging Insight
-          Low material cost and better anti-spill properties make Rigid Plastics the most preferred Haircare packaging material
-          Convenience, sustainability and innovative decoration are the key trends in Haircare packaging
Future Outlook
-          Increased sophistication, salon styled products and emphasis on male haircare are emerging trends in the Brazilian Haircare market
Data Appendix and Summary Methodology

Companies Mentioned

Pão de Açúcar, Carrefour, Walmart, CencosudNatura, Unilever Plc. ,Avon Products, Inc. ,L'Oreal S.A. ,

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