As one of the largest Beauty and Personal Care markets in the world Brazil is a key country for the global haircare market, indeed highlighting its importance, new research from Mintel reveals that Brazil accounted for 9% of all haircare products launches last year worldwide, ahead of the UK (8%) and the US (7%).
Indeed, Brazil’s haircare market is projected to see double annual digit growth over the next four years to reach an estimated R$ 12.45 billion by 2017. In 2013, Mintel estimates the shampoo and conditioner retail market value alone is to be US$ 2.92 billion. The shampoo subcategory has the highest penetration, with 91% of Brazilians saying they use it – making usage higher than in Spain (90%), Italy (90%), Germany (92%), France (91%) and UK (89%).
Christopher Lindsley, Global Skin Care analyst at Mintel says:
“The Brazilian haircare market is strong and established, accounting for more launches that any other country in 2013. This is helped by a developed consumer haircare regimen and the market is also home to communication rarely seen elsewhere in the world. Looking ahead, developing anti-aging claims can add value to the market while campaigns can appeal to the country’s diversity with specific regional claims”.
In Brazil, 39% of consumers say they use leave-in conditioner, high penetration when compared to developed markets such as France, where 11% of the consumers say they use it and the UK, 10%. Furthermore, 75% of Brazilian consumers say they use wash-out conditioner, compared to just 31% of French and 59% of the UK consumers.
When it comes to claims, moisturising/hydrating and anti-dandruff are the most popular ones, with, around 35% and 31% of Brazilian consumers looking for them respectively. Accordingly, 50% of all the Brazilian haircare product launches carried the moisturising/hydrating claim in 2013 as opposed to 29% of global haircare launches.
Brazilian haircare product communication is also inspiring the global market. While previously the vast majority of haircare product launches specifying the use of salt-free formulations were found in the Brazilian market, this is slowing changing. In 2011, for example, Brazil represented 95% of these launches, while 5% was represented by the rest of the world. Meanwhile in 2013, Brazil accounted for 86% and the rest of the wolrd, 14%.