If you got a question, look no further.
We post the most common questions
in our FAQ section.
Please fill in the form below to receive a Free Sample of the Report.
This report provides the results for the Make-up 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 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 Make-up 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 Make-up 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. Eye Make-up, Face Make-up, Lip Make-up,
and Nail Make-up products 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
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: Eye Make-up, Face
Make-up, Lip Make-up, and Nail Make-up.
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
Key Market Issues
Medium frequency consumption of Nail Make-up is most common across all
age groups, indicating that suppliers should aim to increase the consumption
frequency of current users. Medium consumption is highest among Mid-Lifers,
accounting for 45% of the age group, highlighting a large consumer base
suppliers should target.
Consumer segmentation analysis by wealth group reveals that the Better Off
wealth group accounts for the largest percentage share of the Make-up market by
value in Brazil, followed by the Hard Pressed wealth group. This division in the
market indicates that there is a large consumer base for both mass market and
The Pre-Mid-Lifers age group has the highest proportion of Heavy frequency
consumers of Eye Make-up, followed by Early Young Adults and Older Young Adults.
The Mid-Lifers age group has a high proportion of Medium frequency users and a
relatively low number of Light frequency users, indicating that current
marketing messages aimed at this age group have successfully driven a high
Although the Brazilian organized retail market is fragmented in terms
of number of organized retailers operating in the country, the two largest
organized retailers account for more than three-quarters of Make-up products
distributed by volume. This highlights the strong bargaining power of these
retailers with suppliers.
Private label penetration is low in the Make-up market in Brazil. One reason for
this is the fragmented character of the overall organized retail market, with
private labels traditionally stronger in mature, concentrated retail
Indulgence and Changing age structures are two of the most important trends in
the Make-up market in Brazil. These reflect Brazil’s large young population and
growing urbanization, and indicate that suppliers should track demographic and
socio-economic trends in the country in order to successfully target their