Beauty and Personal Care in Brazil

Beauty and Personal Care in Brazil

EXECUTIVE SUMMARY

2017 remains a challenging year for beauty and personal care in Brazil

Natura Cosméticos SA makes a bold move by acquiring The Body Shop

Natura Cosméticos regains leadership

Innovation trend intensifies in 2017

Positive outlook ahead, despite challenging short-term scenario

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Skin Care in Brazil

HEADLINES

PROSPECTS

Positive prospects, but work ahead

Skin care sales to be positively influenced by colour cosmetics

COMPETITIVE LANDSCAPE

Avon remains the leader in anti-agers, but gap to Natura is narrowing

O Boticário offers a positive highlight with sales of scented body lotions

L’Oréal struggles to post stronger growth rates for its premium pharma brands

CATEGORY DATA

Table 11 Sales of Skin Care by Category: Value 2012-2017
Table 12 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 13 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 14 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 15 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 16 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 17 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 18 NBO Company Shares of Skin Care: % Value 2013-2017
Table 19 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 20 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 21 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 22 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 23 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 24 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 25 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 26 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Brazil

HEADLINES

PROSPECTS

Aspirationals should drive growth over the coming years

Innovation remains key for premium beauty and personal care

COMPETITIVE LANDSCAPE

Belocap Produtos Capilares retains leadership of premium beauty and personal care

CATEGORY DATA

Table 27 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 28 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 29 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 30 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 31 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 32 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Sun Care in Brazil

HEADLINES

PROSPECTS

Face protection remains one of the key growth drivers in Brazil

Premium brands increase participation in sun protection

COMPETITIVE LANDSCAPE

Premium pharma brands introduce larger formats, competing directly with mass brands

Johnson & Johnson increases investments in Neutrogena

CATEGORY DATA

Table 33 Sales of Sun Care by Category: Value 2012-2017
Table 34 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 35 NBO Company Shares of Sun Care: % Value 2013-2017
Table 36 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 37 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 38 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 39 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022

Baby and Child-Specific Products in Brazil

HEADLINES

PROSPECTS

Parents continue to favour purchases of baby-related products over items for themselves

Baby and child-specific toiletries should drive innovation

COMPETITIVE LANDSCAPE

Johnson & Johnson invests in strengthening its position

Companies launch smart communication advertisements to increase awareness

CATEGORY DATA

Table 40 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 41 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 42 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 43 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 44 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 45 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 46 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 47 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 48 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 49 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 50 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Brazil

HEADLINES

PROSPECTS

Trading down continues to affect sales in 2017

Investments in different packaging types eases stronger decline

COMPETITIVE LANDSCAPE

Unilever retains leadership of bath and shower

Natura Cosméticos increases its participation

CATEGORY DATA

Table 51 Sales of Bath and Shower by Category: Value 2012-2017
Table 52 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 53 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 54 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 55 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 56 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 57 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 58 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 59 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Brazil

HEADLINES

PROSPECTS

Brazilian consumers demand a wide range of products at affordable prices

Focus on eye make-up

COMPETITIVE LANDSCAPE

Botica Comercial Farmacêutica to start an aggressive investment plan in 2018

Drugstores to experience greater investments over the coming years

CATEGORY DATA

Table 60 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 61 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 62 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 63 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 64 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 65 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 66 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 67 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 68 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 69 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 70 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022

Deodorants in Brazil

HEADLINES

PROSPECTS

High levels of promotional activity negatively affect category sales

High percentage of unemployed consumers leads to less urgent need to purchase deodorants

COMPETITIVE LANDSCAPE

Unilever maintains leadership of deodorants

CATEGORY DATA

Table 71 Sales of Deodorants by Category: Value 2012-2017
Table 72 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 73 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 74 NBO Company Shares of Deodorants: % Value 2013-2017
Table 75 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 76 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 77 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 78 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Brazil

HEADLINES

PROSPECTS

Competition from other related categories continues to pressure sales of depilatories

Niche products can potentially drive up category sales

COMPETITIVE LANDSCAPE

Procter & Gamble leads, followed closely by Química Geral do Nordeste and Reckitt Benckiser

Changing competitive landscape predicted

CATEGORY DATA

Table 79 Sales of Depilatories by Category: Value 2012-2017
Table 80 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 81 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 82 NBO Company Shares of Depilatories: % Value 2013-2017
Table 83 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 84 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 85 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Brazil

HEADLINES

PROSPECTS

Despite the crisis, fragrances continues to be prioritised within beauty and personal care

Intense promotional activity helps sales to reach high growth rates

COMPETITIVE LANDSCAPE

Larru’s Indústria e Comércio de Cosméticos continues to be an important growth driver

Botica Comercial Farmacêutica remains the leading company

Natura Cosméticos adopts a new positioning

CATEGORY DATA

Table 86 Sales of Fragrances by Category: Value 2012-2017
Table 87 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 88 NBO Company Shares of Fragrances: % Value 2013-2017
Table 89 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 90 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 91 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 92 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 93 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Brazil

HEADLINES

PROSPECTS

Companies focus on expanding portfolios of more natural products

Companies should continue to fill the existing price gaps

COMPETITIVE LANDSCAPE

L’Oréal and Procter & Gamble are expected to increase investments in Brazil

CATEGORY DATA

Table 94 Sales of Hair Care by Category: Value 2012-2017
Table 95 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 96 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 97 NBO Company Shares of Hair Care: % Value 2013-2017
Table 98 NBO Company Shares of Salon Hair Care: % Value 2013-2017
Table 99 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 100 LBN Brand Shares of Colourants: % Value 2014-2017
Table 101 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 102 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 103 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 104 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 105 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 106 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Brazil

HEADLINES

PROSPECTS

Rational consumers prevent beauty and personal care from stronger growth

Fragrances continues to drive sales of mass products

COMPETITIVE LANDSCAPE

Natura Cosméticos regains leading position

Botica Comercial Farmacêutica increases its presence in store-based retailing

CATEGORY DATA

Table 107 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 108 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 109 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 110 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 111 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 112 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Brazil

HEADLINES

PROSPECTS

Traditional categories should drive growth in the coming years

Trading down and beards contribute to slowing growth of razors and blades

COMPETITIVE LANDSCAPE

Despite a positive outlook ahead, mainstream brands are reducing their portfolios in short term

Procter & Gamble reduces prices and increases investments in cheaper products

CATEGORY DATA

Table 113 Sales of Men’s Grooming by Category: Value 2012-2017
Table 114 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 115 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 116 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 117 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 118 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 119 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 120 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 121 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Brazil

HEADLINES

PROSPECTS

Intense promotional activities boost category sales

Great specific value products offered by players

COMPETITIVE LANDSCAPE

Colgate-Palmolive remains the leading company in oral care

GlaxoSmithKline invests heavily in products with specific benefits

CATEGORY DATA

Table 122 Sales of Oral Care by Category: Value 2012-2017
Table 123 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 124 Sales of Toothbrushes by Category: Value 2012-2017
Table 125 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 126 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 127 NBO Company Shares of Oral Care: % Value 2013-2017
Table 128 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 129 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 130 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 131 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 132 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 133 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 134 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

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