The Brazilian Make-up Market: What Consumers Use and Why?

 Published On: Oct, 2013 |    No of Pages: 73 |  Published By: Canadean | Format: PDF
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Product Synopsis

This report provides the results for the Make-up market in Brazil from Canadeanís unique, highly detailed study of consumersí 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 2008Ė2009 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 decrease.

What are the key drivers behind recent market changes?
Consumersí uptake of products and the influence of consumer trends are fundamental causes of change in markets Ė 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 modeling.

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 aspirational products.
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 consumption frequency.

Key Highlights

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 markets.
Indulgence and Changing age structures are two of the most important trends in the Make-up market in Brazil. These reflect Brazilís 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 products.

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 Make-up 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 Eye Make-up
3.2.2 Face Make-up
3.2.3 Lip Make-up
3.2.4 Nail Make-up
3.3 Behavioral Trends and Market Value
3.3.1 Eye Make-up
3.3.2 Face Make-up
3.3.3 Lip Make-up
3.3.4 Nail Make-up
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Eye Make-up
4.1.2 Face Make-up
4.1.3 Lip Make-up
4.1.4 Nail Make-up
4.2 Consumer Profiles by Product Category
4.2.1 Eye Make-up
4.2.2 Face Make-up
4.2.3 Lip Make-up
4.2.4 Nail Make-up
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Make-up Brand Choice and Private Label Consumer Penetration
5.2.1 Eye Make-up
5.2.2 Face Make-up
5.2.3 Lip Make-up
5.2.4 Nail Make-up
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Make-up
6.1.2 Eye Make-up
6.1.3 Face Make-up
6.1.4 Lip Make-up
6.1.5 Nail Make-up
7 Consumption Impact: Market Valuation
7.1 Make-up Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Make-up 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 Make-up 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 Share by Category Of Organized Retail
8.1.1 Retail Share by Volume - Eye Make-up Of Organized Retail
8.1.2 Retail Share by Volume - Face Make-up Of Organized Retail
8.1.3 Retail Share by Volume - Lip Make-up
8.1.4 Retail Share by Volume - Nail Make-up
8.2 Profiles of End-Consumers of Make-up, by Retailer Used
8.2.1 Carrefour
8.2.2 Companhia Brasileira de Distribuicao
8.2.3 Drogasil S.A.
8.2.4 Lojas Americanas
8.2.5 Outro
8.2.6 SHV Makro
8.2.7 Wal-Mart
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Make-up Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Make-up Value Share (%), by Age Groups, 2012
Table 5: Brazil Make-up Value Share (%), by Gender, 2012
Table 6: Brazil Make-up Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Make-up Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Make-up Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Make-up Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Eye Make-up Consumer Group Share (% market value), 2012
Table 11: Brazil Face Make-up Consumer Group Share (% market value), 2012
Table 12: Brazil Lip Make-up Consumer Group Share (% market value), 2012
Table 13: Brazil Nail Make-up Consumer Group Share (% market value), 2012
Table 14: Brazil Total Eye Make-up Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Brazil Total Face Make-up Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Total Lip Make-up Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Brazil Total Nail Make-up Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Brazil Eye Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Brazil Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Brazil Face Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Lip Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Brazil Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Brazil Nail Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Brazil Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Brazil Eye Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 27: Brazil Face Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 28: Brazil Lip Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 29: Brazil Nail Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 30: Brazil Make-up Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 31: Brazil Eye Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: Brazil Face Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: Brazil Lip Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: Brazil Nail Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 35: Brazil, Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: Brazil, Eye Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: Brazil, Face Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: Brazil, Lip Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: Brazil, Nail Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 40: Brazil Make-up Market Value (Brazilian Real million), by Category, 2012
Table 41: Brazil Make-up Market Value (US$ million), by Category, 2012
Table 42: Brazil Make-up Market Volume (Kg m or Ltrs m), by Category, 2012
Table 43: Brazil Make-up Market Value (US$ million), by Category, 2012
Table 44: Brazil Make-up Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 45: Brazil Make-up Expenditure Per Capita (US$), by Category, 2012
Table 46: Brazil Make-up Expenditure Per Household (Brazilian Real), by Category
Table 47: Brazil Make-up Expenditure Per Household (US$), by Category
Table 48: Brazil Make-up Market Volume (Kg m or Ltrs m), by Category, 2012
Table 49: Brazil Make-up Consumption Per Capita by Category, 2012
Table 50: Brazil Make-up Consumption Per Household by Category, 2012
Table 51: Brazil Eye Make-up Survey-tracked Retailer Shares Of Organized Retail by Volume (Kg m), 2012
Table 52: Brazil Face Make-up Survey-tracked Retailer Shares Of Organized Retail by Volume (Kg m), 2012
Table 53: Brazil Lip Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 54: Brazil Nail Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 55: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 56: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 57: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2012
Table 58: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 59: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Outro (% by Subgroup, as tracked by the Survey), 2012
Table 60: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2012
Table 61: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Make-up Value Share (%), by Age Groups, 2012
Figure 3: Brazil Make-up Value Share (%), by Gender, 2012
Figure 4: Brazil Make-up Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Make-up Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Make-up Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Make-up Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Eye Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Face Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Lip Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Nail Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Brazil Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Brazil Make-up Market Share (US$ million), by Category, 2012
Figure 17: Brazil Make-up Expenditure Per Capita (US$), by Category, 2012
Figure 18: Brazil Make-up Expenditure Per Household (US$), by Category
Figure 19: Brazil Eye Make-up Survey-tracked Retailer Shares Of Organized Retail by Volume (Kg m), 2012
Figure 20: Brazil Face Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 21: Brazil Lip Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 22: Brazil Nail Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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