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Haircare - Brazil - April 2017

Published By :

Mintel

Published Date : May 2017

Category :

Hair Care

No. of Pages : N/A

The natural hair trend does not seem to be significant among Brazilians. The hairstyle most often used is still straight: many of the people interviewed agree with that. Hair that falls out a lot, hair without shine, and hair with a lot of volume are some of the problems mentioned by the interviewees.

Table of Content

OVERVIEW
Definition

EXECUTIVE SUMMARY
The market
Haircare products retail sales will recover growth rate in 2017
Figure 1: Forecast of retail sales of haircare products, by value, Brazil, 2011-21
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, 2015-16
Coty leads sales of hairstyling products thanks to Bozzano
Figure 3: Leading companies’ retail sales shares in the hairstyling segment*, by value, Brazil, 2015-16
The consumer
Despite natural hair trend, many Brazilians still prefer straight hair
Figure 4: Hair types of Brazilians, Brazil, January 2017
Haircuts and hair cuticle repairs are done mainly in salons
Figure 5: Beauty treatments at home and in a salon, Brazil, January 2017
Hair loss products can benefit from the hairceuticals trend
Figure 6: Hair characteristics, Brazil, January 2017
Brands need to educate Brazilians on how to use preshampoos
Figure 7: Consumer behavior, Brazil, January 2017
What we think

ISSUES AND INSIGHTS
How to create opportunities for women to accept their grey hair
The facts
The implications
The possibilities created by bigger haircare packages
The facts
The implications
How to boost consumption of cleansing conditioners
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Search for cheaper products may have affected the market
Shampoos and conditioners are the main drivers in the industry
Companies invest in new innovation centers in Brazil

MARKET SIZE AND FORECAST
Sales of haircare products will start to recover in 2017
Figure 8: Retail sales of haircare products, total market, by value, Brazil, 2011-21
Figure 9: Forecast of retail sales of haircare products, total market, by value, Brazil, 2011-21
Innovations boost sales of shampoos and conditioners
Figure 10: Retail sales of shampoos and conditioners*, by value, Brazil, 2011-21
Figure 11: Forecast of retail sales of shampoos and conditioners*, by value, Brazil, 2011-21
Sales of hairstyling products have been affected by austerity measures
Figure 12: Retail sales of hairstyling products*, by value, Brazil, 2011-21
Figure 13: Forecast of retail sales of hairstyling products*, by value, Brazil, 2011-21

MARKET DRIVERS
Companies have invested in innovation in Brazil
Beauty salons are reinventing themselves

KEY PLAYERS – WHAT YOU NEED TO KNOW
Unilever leads sales of shampoos and conditioners
Coty buys Bozzano hairstyling and secures leadership
Brazilians are interested in natural and antipollution products

MARKET SHARE
U
nilever maintains leadership in sales of shampoos and conditioners
Figure 14: Leading companies’ retails sales share of shampoos and conditioners*, by value, Brazil, 2015-16
Coty has almost half of hairstyling market share in Brazil
Figure 15: Leading companies’ retails sales share of hairstyling products*, by value, Brazil, 2015-16

WHO’S INNOVATING?
Charcoal and micellar water can be used in antipollution formulas
Natural haircare products can benefit from food and drinks
Figure 16: Launches of haircare products with “botanical/herbal,” “no paraben,” “100% natural,” and “no silicone” claims, by five selected countries, January 2014-December 2016

THE CONSUMER – WHAT YOU NEED TO KNOW
Many women still wear their hair straight most of the time
Many Brazilians haven’t done hair treatments in salons in the last year
Hair loss is the most cited characteristic by Brazilians
Interest in preshampoo brings opportunities for the market

HAIR TYPES
Despite the natural hair trend, many Brazilians prefer it straight
Figure 17: Hair types of Brazilians, by women, Brazil, January 2017
There are opportunities to attract C12 clients with products for wavy hair
Figure 18: Hair types of Brazilians, by C12 consumers, Brazil, January 2017
People from the five regions of the country have different perceptions
Figure 19: Hair types of Brazilians, by region, Brazil, January 2017

HAIR TREATMENTS
Haircuts and hair cuticle repairs are done more often in salons
Figure 20: Hair treatments at home and in the beauty salon, Brazil, January 2017
Economic recession may have affected beauty salons
Figure 21: Hair treatments, by hair type and selected phrases, Brazil, January 2017
Natural ingredients may attract Brazilians with wavy hair
Figure 22: Hair treatments, by wavy hair, Brazil, January 2017

HAIR CHARACTERISTICS
Hair loss products can benefit from the hairceuticals trend
Figure 23: Hair characteristics, Brazil, January 2017
Products for split and dry ends can attract Brazilians with curly hair
Figure 24: Hair characteristics, by straight and curly hair, Brazil, January 2017
Some consumers with Afro hair complain about lack of shine
Figure 25: Hair characteristics, by phrase and type of hair selected, Brazil, January 2017

CONSUMER BEHAVIOR
Brands should educate Brazilians about the use of preshampoos
Figure 26: Consumer behavior, Brazil, January 2017
There is lack of blogs aimed at Afro hair
Figure 27: Selected phrase “I look for opinions on new hair products from bloggers,” by type of hair, Brazil, January 2017

APPENDIX – MARKET SIZE AND FORECAST
Figure 28: Retail sales of haircare products, total market, by value, Brazil, 2011-21
Figure 29: Forecast of retail sales of haircare products, total market, by value, Brazil, 2011-21
Figure 30: Leading companies’ retails sales share of shampoos and conditioners*, by value, Brazil, 2015-16
Figure 31: Leading companies’ retails sales share of hairstyling products*, by value, Brazil, 2015-16
Abbreviations

List of Table

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