Strategy Briefing

Hair Care in Latin America

Sep 2019

US$1,325

Add to cart Pay by invoice

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Latin America is the fourth largest hair care region worldwide. Sales in recent years have mainly been impacted by the region’s economic crisis, particularly in Brazil, the largest market. Growth is expected to rebound, as regional per capita consumption of USD19 is almost half that in more developed regions, indicating significant upside potential in the coming years.

Files are delivered directly into your account within a few minutes of purchase.

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.

Key findings

Sales growth perspective remains positive, despite not reaching full potential

Sales in Latin America are expected to post an increase in value sales of USD1.3 billion at constant 2018 prices over 2018-2023. However, sales offer potential to grow much stronger, as Latin America per capita spend is half of that posted in more developed regions such as North America.

Lingering effects of the economic crisis still affecting consumer behaviour towards hair care purchases

The more severe effects of the economic crisis that hit the region seem to be over, but consumers continue to favour products that offer a good cost-benefit ratio. Not only cheaper brands are becoming to be more present in shelves, but existing players are increasing the product offering in larger packaging types to address current consumers’ needs.

Space to invest in higher value added products to push sales up

Although price remain an issue, there is further space to explore a more upscale segment under hair care, as some consumers continue to prioritise quality. Segments, such as salon professional hair care, that clearly offer a higher quality perception are expected to push sales of hair care up in the region.

Fierce competition does not alter the competitive landscape

Although competition has increased over recent years with new entrants starting to explore the category in the region, top players managed to hold their positions over the last few years. Continuous investments in product innovation and advertising contributed to maintain the competitive landscape quite unchanged.

Store-based retailing to continue leading sales in the region

Store-based retailing continues to drives sales of hair care in Latin America. Key players are mainly found in hypermarkets/supermarkets, a fact that contributes to maintain the channel distribution outlook. While direct selling continues to struggle with players not delivering products as fast as possible, internet retailing is expected to continue evolving over the coming years.

Want to find out more about this report?

Request more information

Introduction

Scope

Key findings

Regional Overview

Challenging scenario drags sales in Latin America down

Economic outlook playing an important role in sales

Larger packaging types driving consumer preference in Latin America

Conditioners and treatments continues to top sales in Brazil

Brazil drags performance down in Latin America

Mexico and Argentina post the best performances in the region

Despite the challenging scenario, more expensive products flourish

Hypermarkets and supermarkets dominate sales of hair care

Non-grocery specialists increase their presence within hair care

Leading Companies and Brands

Top three players account for over 50% of sales

Unilever and P&G increase presence, while L’Oréal loses standing

Brazil plays a major role in Latin America

Competition increases, but brands maintain their positions

Forecast Projections

Brazil to continue setting growth pace in Latin America

GDP per capita and rising population to drive hair care sales

Argentina and Mexico also contribute to regional growth

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

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market overlap

Treemap

Overlap matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Appendix: Via Pricing

About Via Pricing from Euromonitor International

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Hair Care in Latin America

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key findings

Sales growth perspective remains positive, despite not reaching full potential

Lingering effects of the economic crisis still affecting consumer behaviour towards hair care purchases

Space to invest in higher value added products to push sales up

Fierce competition does not alter the competitive landscape

Store-based retailing to continue leading sales in the region

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Challenging scenario drags sales in Latin America down

Economic outlook playing an important role in sales

Larger packaging types driving consumer preference in Latin America

Conditioners and treatments continues to top sales in Brazil

Brazil drags performance down in Latin America

Mexico and Argentina post the best performances in the region

Despite the challenging scenario, more expensive products flourish

Hypermarkets and supermarkets dominate sales of hair care

Non-grocery specialists increase their presence within hair care

Leading Companies and Brands

Top three players account for over 50% of sales

Unilever and P&G increase presence, while L’Oréal loses standing

Brazil plays a major role in Latin America

Competition increases, but brands maintain their positions

Forecast Projections

Brazil to continue setting growth pace in Latin America

GDP per capita and rising population to drive hair care sales

Argentina and Mexico also contribute to regional growth

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

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market overlap

Treemap

Overlap matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Appendix: Via Pricing

About Via Pricing from Euromonitor International

Why buy this report?

Want to find out more about this report?