The COVID-19 pandemic emerged in the country in 2020, when most Brazilians were still struggling to recover their lost purchasing power from the last economic crisis of 2015-2016. While the government’s monthly emergency aid of BRL600 in 2020 provided a powerful injection into the economy that enabled many families to maintain their standard of living, it was only able to partially offset the effects of economic volatility.
For several months during 2020, salons and hairdressers were not considered as essential services, and therefore had to remain closed due to the pandemic. Hairdressers in Brazil comprise a wide number of independent professionals who rely on daily and weekly revenue to survive.
In the context of the pandemic, to find the best purchasing opportunities for their preferred hair care brands, Brazilians switched to e-commerce, warehouse clubs (popularly known as atacarejos) and drugstores/parapharmacies. Major promotions and discounts have enabled e-commerce to further penetrate hair care, while, warehouse clubs offer attractive multipacks or bulk packaging, offering more competitive prices per litre or kg.
Increasing numbers of Brazilians are embracing the opportunity to celebrate their natural hair, either in terms of colour or texture, and this trend is likely to remain relevant over the forecast period. In this context, demand for perms and relaxants will continue to decline over the forecast period, reinforcing the movement against chemical-based products.
Sustainability concerns are also emerging in hair care, with a strong demand for products that use clean, natural compounds to replace chemical and petroleum-based shampoos. Consumers in general are more aware of the ingredients that can damage hair/scalp and ultimately the overall health of their hair.
For many years, products targeting textured hair received little attention, and were produced by small specialist brands. However, this is changing and the growth of these specific products is attracting the attention of major category players.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.See All of Our Definitions
This report originates from Passport, our Hair Care research and analysis database.
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