Beauty and Personal Care in Brazil

Beauty and Personal Care in Brazil

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Consumer search for value-for-money products continues, but so does ongoing premiumisation

Fierce competition continues to be seen among the top three players

Challenging scenario ahead should pressure sales of beauty and personal care

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2017-2024
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Value for money important since the last crisis; skin care and sun care among the more dynamic categories

Internet retailing and warehouse clubs becoming more relevant

Natura Cosméticos continues to lead mass beauty and personal care

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024

Premium Beauty and Personal Care in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Exchange rates favour local purchases of premium products

Apparel and footwear specialist retailers increasing the footprint of premium items

Belocap Produtos Capilares continues to lead, Estée Lauder Brasil continues to struggle

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024

Baby and Child-Specific Products in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumers continue to be a little more careful with their spending on baby and child-specific products

Convenience driving the strong growth in baby wipes

Johnson & Johnson remains the leading player in baby and child-specific products

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2016-2019
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2016-2019
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024

Bath and Shower in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium products help sales to post stronger current value growth in 2019

Packaging playing an important role in the development of bath and shower

Unilever and warehouse clubs increasing their footprints in bath and shower

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2014-2019
Table 35 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 37 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 38 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 40 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024

Colour Cosmetics in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Current value sales continue to be affected by trading down in 2019

Premium colour cosmetics gain share in spite of the overall decline in colour cosmetics in 2019

Botica Comercial Farmacêutica overtakes Avon to become the leading player

2020 AND BEYOND

COVID-19 impact

Affected products within colour cosmetics

Recovery and opportunities

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 47 LBN Brand Shares of Eye Make-up: % Value 2016-2019
Table 48 LBN Brand Shares of Facial Make-up: % Value 2016-2019
Table 49 LBN Brand Shares of Lip Products: % Value 2016-2019
Table 50 LBN Brand Shares of Nail Products: % Value 2016-2019
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024

Deodorants in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium offerings driving sales of deodorants

Despite the preference for natural options, protection remains the key factor

Leader Unilever strengthens its position in deodorants as number two BDF Nivea loses share

2020 AND BEYOND

COVID-19 impact

Affected products within deodorants

Recovery and opportunities

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2014-2019
Table 55 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 57 NBO Company Shares of Deodorants: % Value 2015-2019
Table 58 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 59 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 60 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 61 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2019-2024

Depilatories in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Professional services continue to negatively affect sales of depilatories

Women’s razors and blades recovers as competition from men’s products weakens

Reckitt Benckiser leads, but Procter & Gamble is close behind it

2020 AND BEYOND

COVID-19 impact

Affected products within depilatories

Recovery and opportunities

CATEGORY DATA

Table 62 Sales of Depilatories by Category: Value 2014-2019
Table 63 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 64 Sales of Women's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 65 NBO Company Shares of Depilatories: % Value 2015-2019
Table 66 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 67 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 68 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024

Fragrances in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium fragrances continue to outperform mass fragrances in 2019

Promotions and innovation help sales of mass fragrances in 2019

Increasing shares for Grupo Boticário and Natura&Co, but Larru’s Indústria e Comércio de Cosméticos fares less well

2020 AND BEYOND

COVID-19 impact

Affected products within fragrances

Recovery and opportunities

CATEGORY DATA

Table 69 Sales of Fragrances by Category: Value 2014-2019
Table 70 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 71 NBO Company Shares of Fragrances: % Value 2015-2019
Table 72 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 73 LBN Brand Shares of Premium Men's Fragrances: % Value 2016-2019
Table 74 LBN Brand Shares of Premium Women's Fragrances: % Value 2016-2019
Table 75 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 76 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024

Hair Care in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumers look for value for money in their hair care purchases

Natural hair care continues to hit sales of chemicals-based products

Unilever increases the gap to second player Belocap Produtos Capilares in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within hair care

Recovery and opportunities

CATEGORY DATA

Table 77 Sales of Hair Care by Category: Value 2014-2019
Table 78 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 79 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 80 NBO Company Shares of Hair Care: % Value 2015-2019
Table 81 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 82 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 83 LBN Brand Shares of Colourants: % Value 2016-2019
Table 84 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 85 LBN Brand Shares of Styling Agents: % Value 2016-2019
Table 86 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 87 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 88 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 89 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024

Men's Grooming in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Men’s grooming will continue be impacted by the fragrances performance

Men’s razors and blades suffering from consumer trend towards facial hair

Botica Comercial Farmacêutica increases its share in men’s grooming

2020 AND BEYOND

COVID-19 impact

Affected products within men’s grooming

Recovery and opportunities

CATEGORY DATA

Table 90 Sales of Men’s Grooming by Category: Value 2014-2019
Table 91 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 92 Sales of Men's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 93 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2019
Table 94 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 95 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 96 LBN Brand Shares of Men's Razors and Blades: % Value 2016-2019
Table 97 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 98 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024

Oral Care in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Oral care value growth continues to be challenged by consumers seeking value for money

Premiumisation and new formats driving innovation in oral care

Colgate-Palmolive continues to lead in 2019, despite losing sales share

2020 AND BEYOND

COVID-19 impact

Affected products within oral care

Recovery and opportunities

CATEGORY DATA

Table 99 Sales of Oral Care by Category: Value 2014-2019
Table 100 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 101 Sales of Toothbrushes by Category: Value 2014-2019
Table 102 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 103 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 104 NBO Company Shares of Oral Care: % Value 2015-2019
Table 105 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 106 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2016-2019
Table 107 LBN Brand Shares of Toothpaste: % Value 2016-2019
Table 108 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 109 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 110 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 111 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024

Skin Care in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Brazilians continue to show increasing interest in facial care

Body care continues to see strong growth in 2019

Increasing shares for Natura Cosméticos, Belocap Produtos Capilares and BDF Nivea

2020 AND BEYOND

COVID-19 impact

Affected products within skin care

Recovery and opportunities

CATEGORY DATA

Table 112 Sales of Skin Care by Category: Value 2014-2019
Table 113 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 114 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 115 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 116 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 117 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 118 NBO Company Shares of Skin Care: % Value 2015-2019
Table 119 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 120 LBN Brand Shares of Basic Moisturisers: % Value 2016-2019
Table 121 LBN Brand Shares of Anti-agers: % Value 2016-2019
Table 122 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2016-2019
Table 123 LBN Brand Shares of General Purpose Body Care: % Value 2016-2019
Table 124 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 125 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 126 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024

Sun Care in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Hot summer season contributes to strong sun care sales

Higher-priced products driving value sales in sun care

Johnson & Johnson loses share due to intense competition, with BDF Nivea and L’Oréal gaining share

2020 AND BEYOND

COVID-19 impact

Affected products within sun care

Recovery and opportunities

CATEGORY DATA

Table 127 Sales of Sun Care by Category: Value 2014-2019
Table 128 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 129 NBO Company Shares of Sun Care: % Value 2015-2019
Table 130 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 131 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 132 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 133 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024

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