Executive Summary

Mar 2019
PROSPECTS
Men’s footwear is expected to post the fastest growth in the forecast period

The recent period of economic crisis in Brazil negatively impacted sales of footwear and interrupted the process of innovation and sophistication of consumption. With a general situation of lower available incomes and more uncertainty regarding the economic situation, the average consumer was more diligent in their expenditure on discretionary items, and focused on basic acquisitions.

Possibilities are offered by technological advances

The new possibilities provided by technological advances have begun to show some examples of extreme customisation using 3D printers and the integration of the 4.0 industry (full integrated automation).

Co-creation, customisation and niches are expected to become more important

Some companies are anticipating what is to come, and are already offering options that are likely to become more common in the coming years. This is the case of Usthemp, company that produces sneakers to designs sent by consumers via website upload, and it also offers exclusive designs created by artists on-site.

COMPETITIVE LANDSCAPE
Alpargatas sees volume growth and posts a strong value share

With the gradual improvement of economic indicators, Havaianas (one of the main brands of flip-flops globally) recovered its growth path in volume terms and saw continued value growth. In 2017, due to consumers opting to purchase cheaper products, other medium and smaller brands offering similar products at more affordable prices were favoured.

Nike recovers the lead in sports footwear

Nike and adidas have heavily invested in increasing consumer awareness of their performance sports portfolios, such as running. However, the economic crisis negatively affected sports footwear in Brazil, as consumers favoured more basic products.

Increasing competition in sports footwear

The competition is expected to continue to increase in sports footwear over the forecast period, with companies such as Asics and Under Armour (which enjoyed rapid growth and rising brand awareness due to their sponsorship of the São Paulo football team) increasing their investment in the country. Saucony and Brooks are other examples of brands that are also available locally, with an increasing number of niche brands also expected to be launched in Brazil.

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Footwear in Brazil

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Overview

Discover the latest market trends and uncover sources of future market growth for the Footwear industry in Brazil with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Footwear industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Footwear in Brazil market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Footwear in Brazil?
  • What are the major brands in Brazil?
  • How dynamic is the growth of clothing and footwear internet sales?
  • What is the performance of women’s clothing vs men’s clothing?
  • What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Apparel and Footwear market research database.

Footwear in Brazil - Category analysis

HEADLINES

PROSPECTS

Men’s footwear is expected to post the fastest growth in the forecast period
Possibilities are offered by technological advances
Co-creation, customisation and niches are expected to become more important

COMPETITIVE LANDSCAPE

Alpargatas sees volume growth and posts a strong value share
Nike recovers the lead in sports footwear
Increasing competition in sports footwear

CATEGORY DATA

Table 1 Sales of Footwear by Category: Volume 2013-2018
Table 2 Sales of Footwear by Category: Value 2013-2018
Table 3 Sales of Footwear by Category: % Volume Growth 2013-2018
Table 4 Sales of Footwear by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Footwear: % Value 2014-2018
Table 6 LBN Brand Shares of Footwear: % Value 2015-2018
Table 7 Distribution of Footwear by Format: % Value 2013-2018
Table 8 Forecast Sales of Footwear by Category: Volume 2018-2023
Table 9 Forecast Sales of Footwear by Category: Value 2018-2023
Table 10 Forecast Sales of Footwear by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Footwear by Category: % Value Growth 2018-2023

Apparel and Footwear in Brazil - Industry Overview

EXECUTIVE SUMMARY

Minimal growth in 2018, as the performance seen in 2017 is unsustainable
The competition intensifies, leveraging innovations to differentiate
Fiercer competition results in strategic mistakes
E-commerce grows strongly, but factors limit growth
Soft economic improvements demand more sophisticated strategies for growth

MARKET DATA

Table 12 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 13 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 14 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 15 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 16 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 17 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 18 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 19 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 20 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 21 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 22 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 23 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources