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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
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
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
Market shares are provided for the leading brands and private labels across
An overview of packaging trends in the Brazilian Haircare sector is provided,
including primary packaging material and type, packaging closures, and outer
Key Market Issues
In 2012, Hypermarkets & Supermarkets continued to be the preferred
distribution channel for both Health & Beauty products overall and Haircare.
This is due to discounts and the large shelf-display space offered by
Hypermarkets & Supermarkets being a major pull for consumers.
The popularity of beauty salons in Brazil has led to manufacturers launching
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 & Relaxers, and Styling Agents between 2007 and 2017.
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.