The hair care market as a growth driver
As the world’s largest market in the perfume and deodorant categories, Brazil’s growth is also boosted by hair care and the extremely dynamic conditioner segment in particular. According to Mintel, it represented 9 % of all hair care launches last year in the world, ahead of the United Kingdom (8 %) and the United States (7 %).
According to the same source, this market is expected to achieve a two-digit annual growth over the next four years to reach US$12.45 billion in 2017. In 2013, shampoos and conditioners represented a market estimated at US$2.92 billion. The usage rate of shampoos in Brazil is amongst the highest in the world, as 91 % of Brazilians declare themselves as users: that is as much as in France (91 %), and more than in England (89 %).
Christopher Lindlsey, the Global Skin Care analyst at Mintel, explains this partly results from a number of new product developments that was hardly ever seen anywhere else in the world, with an offer that is perfectly adapted to local diversities and specific regional claims. “Developing anti-aging claims could add value to the market in the future”, he adds.
Premium is gaining ground
Lastly, direct sales are starting to lose ground to brands sold in stores, as can be seen with L’Occitane’s success, one of the fastest growths among international brands in Brazil.