With sales of R$ 101.7 billion (USD 32.5 billion or EUR 29.6 billion), the sector recorded a nominal growth of 11% in 2014, compared to R$ 91.9 billion in 2013. "This performance is associated with important factors driving the country’s industry such as investment in innovation and advertising,” says João Carlos Basilio, President of the ABIHPEC.
World’s third largest market
Brazil remains the world’s third largest consumer market for toiletries, perfumes and cosmetics, behind the United States and China, and far ahead from Japan, which ranks fourth.
The Brazilian personal care industry represents more than 1.8% of the country’s GDP and 9.4% of the world’s consumption. As far as Latin America is concerned, Brazil’s market share exceeds 53%. “Without a doubt, Brazil is a major power in Latin America. The main customers for Brazilian exports of cosmetic products are Argentina, Chile, Venezuela, Mexico and Colombia, and hair products are the most exported ones,” adds João Carlos Basilio.
The perfumery segment totalises more than R$ 17.1 billion (5.4 billion dollars or EUR 4.9 billion). While sales of deodorants reached R$ 11.5 billion.
The Brazilian population is becoming increasingly aware about risks linked to sun exposure, thus contributing to strong sales of sunscreen products, which reached R$ 4.1 billion (1.3 billion dollars or 1.2 billion euros) in 2014. Mintel estimates that the category will grow by 14% in 2015. “Although Brazil was already a leader in sunscreens, last year we expanded our leading position to the entire sun care category,” highlights João Carlos Basilio.
Among the main categories in which Brazil stands as the world’s 2nd largest consumer products are men’s, children’s and hair care products. During the last five years, children’s products achieved a compound average growth of approximately 14%, raising sales to R$ 4.5 billion in 2014. For instance, Brazil is the leading consumer of hair care products for children, representing 24% of world’s consumption.
Men’s grooming products account for almost 11% of the whole personal care consumption in Brazil. Sales doubled in size in the past five years and reached R$ 11.1 billion in 2014.
The performance of the hair care market was similar. Driven by hair conditioners, hair colours and shampoos, which together represent 90% of the hair segment, Brazil recorded net sales of R$ 21.2 billion in 2014 (6.8 billion dollars or 6.2 billion euros), an increase of 11% compared to 2013.