Strategy Briefing

Hair Care in Latin America

51 pages, Jul 2017

US$1,325

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Latin America’s hair care market quickly bounced back in 2016, to record 4.3% value growth in current terms, following a weak 2015. Brazil’s water crisis and political and economic turmoil, dampened growth, and negative habit persistence on the back of modified grooming routines will continue for years to come. Bright spots, however, can be found in Mexico, as well in opportunities to add value through products’ alignment with health concerns and urban lifestyles.

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Overview

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.

Market defined by Brazil’s movements

The hair care environment of Latin America largely reflects events in Brazil owing to its size. In 2016, this meant that the Brazil-reliant hair care market in Latin America remained deep in negative territory for a second year running amid extreme macro environment factors that led many consumers to shorten routines and cut back spending on anything beyond the basic. For many companies, expsoure to Brazil is fortuitous but it would pay for most to extend their roots further afield into more stable economies.

Healthier alternatives rapidly gaining awareness and following

Mirroring developed regions, products positioned for a healthier lifestyle, or with preventative claims, rose in prominence on retailers’ shelves, especially in Mexico. Latin America has long had an affinity for the natural space, with companies like Natura, cementing ethical practices in the minds of beauty consumers since the 1980s. This trend opens up opportunities to entice this mass-centric market to trade-up in the interest of their health, especially now hair health is being taken as seriously as the skin.

Regional cues benefit at brand level

The competitive landscape in Latin America is geared towards international companies, namely, Unilever, L’Oreal and P&G. However, these companies are very astute in their ability to adapt products to suit the best interests of this ethnically-diverse population. Those brands who still rely on their legacy and western heritage, are struggling to maintain relevance. This is further supported in that Multilatina companies such as Natura and Belcorp lead sales through their ability to offer products specifically relevant to local demographics.

Premium set to grow fastest, but mass will always reign

With a view to the future, premium will grow ahead of mass, but still will only contribute to a meagre 4% of value gains through to 2020. There are vast opportunities to leverage consumers’ health concerns to successfully market value-added products. A shift in distribution will be needed, however, for hair care to grow in sophistication, as grocery retailers are not conducive to premium or specialised products.

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Introduction

Scope

Key findings

Regional Overview

Putting Latin America into context

Picture poised to improve but not a full recovery

Brazilian tastes buck Latin American norms

Regional overview

Peruvian market benefits from rapid routine expansion

Consumers cutting costs across the region

The few bright spots lie in staple categories

Mexico boasts stability, Argentina boasts scale

Mass channels dominate as long as hair care remains basic

Internet and specialists would benefit from rising sophistication

Leading Companies and Brands

A consolidated landscape

Research and development in natural pays off

Big hitters jeopardize growth with single market exposure

Sharp regional strategies reflected in successes

Forecasts

Brazil’s force is unrelenting

Growth to be found in adding value, not adding steps

Decline in usage in Brazil has long terms effects

Salon hair care ripe for expansion

Country Snapshots

Argentina: Market context

Argentina: Competitive and retail landscape

Bolivia: Market context

Bolivia: Competitive and retail landscape

Brazil: Market context

Brazil: Competitive and retail landscape

Chile: Market context

Chile: Competitive and retail landscape

Colombia: Market context

Colombia: Competitive and retail landscape

Costa Rica: Market context

Costa Rica: Competitive and retail landscape

Dominican Republic: Market context

Dominican Republic: Competitive and retail landscape

Ecuador: Market context

Ecuador: Competitive and retail landscape

Guatemala: Market context

Guatemala: Competitive and retail landscape

Mexico: Market context

Mexico: Competitive and retail landscape

Peru: Market context

Peru: Competitive and retail landscape

Uruguay: Market context

Uruguay: Competitive and retail landscape

Venezuela: Market context

Venezuela: Competitive and retail landscape

Why buy this report?

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Megatrends

Strategy Briefing

Hair Care in Latin America

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Market defined by Brazil’s movements

Healthier alternatives rapidly gaining awareness and following

Regional cues benefit at brand level

Premium set to grow fastest, but mass will always reign

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Putting Latin America into context

Picture poised to improve but not a full recovery

Brazilian tastes buck Latin American norms

Regional overview

Peruvian market benefits from rapid routine expansion

Consumers cutting costs across the region

The few bright spots lie in staple categories

Mexico boasts stability, Argentina boasts scale

Mass channels dominate as long as hair care remains basic

Internet and specialists would benefit from rising sophistication

Leading Companies and Brands

A consolidated landscape

Research and development in natural pays off

Big hitters jeopardize growth with single market exposure

Sharp regional strategies reflected in successes

Forecasts

Brazil’s force is unrelenting

Growth to be found in adding value, not adding steps

Decline in usage in Brazil has long terms effects

Salon hair care ripe for expansion

Country Snapshots

Argentina: Market context

Argentina: Competitive and retail landscape

Bolivia: Market context

Bolivia: Competitive and retail landscape

Brazil: Market context

Brazil: Competitive and retail landscape

Chile: Market context

Chile: Competitive and retail landscape

Colombia: Market context

Colombia: Competitive and retail landscape

Costa Rica: Market context

Costa Rica: Competitive and retail landscape

Dominican Republic: Market context

Dominican Republic: Competitive and retail landscape

Ecuador: Market context

Ecuador: Competitive and retail landscape

Guatemala: Market context

Guatemala: Competitive and retail landscape

Mexico: Market context

Mexico: Competitive and retail landscape

Peru: Market context

Peru: Competitive and retail landscape

Uruguay: Market context

Uruguay: Competitive and retail landscape

Venezuela: Market context

Venezuela: Competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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