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The Brazilian Fragrances Market: What Consumers Use and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Fragrances

No. of Pages : 67 Pages


Product Synopsis

This report provides the results for the Fragrances market in Brazil from Canadeans 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 organized retailer choices. 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 Fragrances 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 Fragrances 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 20082009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Fragrances 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: Female Fragrances, Male Fragrances, and Unisex fragrances markets.
  • 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 half of Tweens & Early teens are Heavy users of Male Fragrances. This proportion is almost as high for Kids & Babies but is much lower for all older consumption groups. This indicates that younger generations are more comfortable with the use of Male Fragrances so the heavy use proportions seen here will follow these users as they transition into older consumption groups, requiring a shift of marketing focus.
  • The proportion of the market attributed to Males is 48%, which is almost as large as the 52%attributed to Females. As the respondents to this survey were very nearly equally split between men and women, this shows that the Fragrance market is not dominated by Female use as one would traditionally expect.
  • The survey data indicates that almost 40% of Females are users of Male Fragrances. This links to the data showing that the consumer trend of New Gender Behaviors is the most important in the market. Marketers need to be aware of this blurring of gender boundaries in the Fragrances Market.

Key Highlights

  • A comparison of consumption frequency analysis across age groups reveals that the younger age groups, Tweens & Early Teens, Early Young Adults and Older Young Adults, account for the largest shares of the Brazilian Fragrances market whereas consumption decreases as age increases.
  • Branded products account for 96% of the market penetration in the Fragrances categories, leaving almost no scope for private label products. This indicates that branding is of extreme significance to consumers, and strongly linked to status in society.
  • The survey data shows that the most important trend overall for influencing the use of Fragrances is Experience Seeking. There are strong links between scent and the memory. This link is often exploited by marketers who place their fragrances in glamorous situations, suggesting that users can also experience part of this by purchasing this fragrance.
Table of Content

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 Fragrances 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 Female Fragrances
3.2.2 Male Fragrances
3.2.3 Unisex Fragrances
3.3 Behavioral Trends and Market Value
3.3.1 Female Fragrances
3.3.2 Male Fragrances
3.3.3 Unisex Fragrances

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Female Fragrances
4.1.2 Male Fragrances
4.1.3 Unisex Fragrances
4.2 Consumer Profiles by Product Category
4.2.1 Female Fragrances
4.2.2 Male Fragrances
4.2.3 Unisex Fragrances

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Fragrances Brand Choice and Private Label Consumer Penetration
5.2.1 Female Fragrances
5.2.2 Male Fragrances
5.2.3 Unisex Fragrances

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Fragrances
6.1.2 Female Fragrances
6.1.3 Male Fragrances
6.1.4 Unisex Fragrances

7 Consumption Impact: Market Valuation
7.1 Fragrances Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Fragrances Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Fragrances Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume 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 Shareof Organized Retail
8.1.1 Retailer Volume Share of Organized Retail in Fragrances
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share by Volume of Organized Retail - Female Fragrances
8.2.2 Retail Share by Volume of Organized Retail - Male Fragrances
8.2.3 Retail Share by Volume of Organized Retail - Unisex Fragrances
8.3 Profiles of End-Consumers of Fragrances, by Retailer Used
8.3.1 Carrefour
8.3.2 Companhia Brasileira de Distribuicao
8.3.3 Drogasil S.A.
8.3.4 Lojas Americanas
8.3.5 Outro
8.3.6 SHV Makro
8.3.7 Wal-Mart

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table

Table 1: Volume Units for the Fragrances Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Fragrances Value Share (%), by Age Groups, 2012
Table 5: Brazil Fragrances Value Share (%), by Gender, 2012
Table 6: Brazil Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Fragrances Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Fragrances Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Female Fragrances Consumer Group Share (% market value), 2012
Table 11: Brazil Male Fragrances Consumer Group Share (% market value), 2012
Table 12: Brazil Unisex Fragrances Consumer Group Share (% market value), 2012
Table 13: Brazil Total Female Fragrances Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Brazil Total Male Fragrances Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Brazil Total Unisex Fragrances Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Female Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Brazil Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Brazil Male Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Brazil Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Brazil Unisex Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Female Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 23: Brazil Male Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 24: Brazil Unisex Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 25: Brazil Fragrances Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Brazil Female Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Brazil Male Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Brazil Unisex Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Brazil, Overall Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Brazil, Female Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Brazil, Male Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Brazil, Unisex Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Brazil Fragrances Market Value (Brazilian Real million), by Category, 2012
Table 34: Brazil Fragrances Market Value (US$ million), by Category, 2012
Table 35: Brazil Fragrances Market Volume (Ltrs m), by Category, 2012
Table 36: Brazil Fragrances Market Value (US$ million), by Category, 2012
Table 37: Brazil Fragrances Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 38: Brazil Fragrances Expenditure Per Capita (US$), by Category, 2012
Table 39: Brazil Fragrances Expenditure Per Household (Brazilian Real), by Category
Table 40: Brazil Fragrances Expenditure Per Household (US$), by Category
Table 41: Brazil Fragrances Market Volume (Ltrs m), by Category, 2012
Table 42: Brazil Fragrances Consumption Per Capita (Ltrs), by Category, 2012
Table 43: Brazil Fragrances Consumption Per Household (Ltrs), by Category, 2012
Table 44: Brazil Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m), of organized retail 2012
Table 45: Brazil Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized retail 2012
Table 46: Brazil Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized retail 2012
Table 47: Brazil Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized retail 2012
Table 48: Brazil: Profile of Fragrances Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 49: Brazil: Profile of Fragrances Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 50: Brazil: Profile of Fragrances Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2012
Table 51: Brazil: Profile of Fragrances Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 52: Brazil: Profile of Fragrances Consumers Whose Goods Mainly Come From Outro (% by Subgroup, as tracked by the Survey), 2012
Table 53: Brazil: Profile of Fragrances Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2012
Table 54: Brazil: Profile of Fragrances Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012

List of Chart

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Fragrances Value Share (%), by Age Groups, 2012
Figure 3: Brazil Fragrances Value Share (%), by Gender, 2012
Figure 4: Brazil Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Fragrances Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Fragrances Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Female Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Male Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Unisex Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Fragrances Market Share (US$ million), by Category, 2012
Figure 15: Brazil Fragrances Expenditure Per Capita (US$), by Category, 2012
Figure 16: Brazil Fragrances Expenditure Per Household (US$), by Category
Figure 17: Brazil Fragrances Survey-tracked Retailer Shares of by Volume (% of Ltrs m), of Organized Retail 2012
Figure 18: Brazil Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized retail 2012
Figure 19: Brazil Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized retail 2012
Figure 20: Brazil Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized retail 2012

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