Executive Summary

May 2018
PROSPECTS
Manufacturers redefine hair products to avoid regulation

In 2017, the absence of international brands and traditional products such as shampoo and conditioners continued, in spite of adjustments of price ceilings during the last quarter of 2016, which resulted in a temporary increase in supply during the first quarter of 2017. Whilst price regulations made retail prices the same, regardless of positioning, features and ingredients, domestic companies came up with a fairly homogenous strategy for product branding by replacing the word “shampoo” with “pre-treatment for hair” and by using “post-treatment for hair” instead of “conditioner”.

Price ceilings lead to greater variety

Venezuelans, especially women, like to follow beauty routines that involve the use of several products, so product diversification is a feature of the category. Consumers achieve their beautification goals by finding the least expensive products available since price differentials between mass products and premium products are so large that the latter are unaffordable to the majority of the public.

Positive trend towards sulphate-free shampoos continues in 2017

Salon professional hair care products are the only premium products available; they are present at high-end beauty salons and in specialists stores with price tags ranging from 10-80 times more than the average price of a regular conditioner or shampoo. Sales value in hair care is derived almost entirely from global mass brands sold through store-based retailing, whilst direct selling companies are marginal players.

COMPETITIVE LANDSCAPE
Mass domestic economy brands lead the category in 2017

Domestic companies led hair care in Venezuela in 2017, with a multinational firm ranking fourth. Mass brands dominate hair care products, whilst penetration of premium brands remains limited because costs are high for companies and final prices are unaffordable to most consumers.

At the salon, Wella and L’Oréal come at a premium

Premium brands in hair care are becoming a niche because a deepening recession, hyperinflation and the departure of upper-middle and high-income consumers are reducing the consumer base significantly. Kerástase and L’Oréal Professional are top brands owned by L’Oréal Venezuela that maintain a solid presence in the premium segment.

Domestic companies step up to the plate in colourants

Thermogroup (Mystic) ranked third in hair care in 2017 thanks to a robust performance in colourants since 2016, when the presence of Koleston and Clairol products began to decline. Two other domestic companies, Distribuidora Eurocolor and Slik de Venezuela, also compete in colourants by supplying economy products.

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Hair Care in Venezuela

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Overview

Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in Venezuela 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 Hair Care industry in Venezuela, our research will save you time and money while empowering you to make informed, profitable decisions.

The Hair Care in Venezuela 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 Hair Care in Venezuela?
  • What are the major brands in Venezuela?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products performing?

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 Beauty and Personal Care market research database.

Hair Care in Venezuela - Category analysis

HEADLINES

PROSPECTS

Manufacturers redefine hair products to avoid regulation
Price ceilings lead to greater variety
Positive trend towards sulphate-free shampoos continues in 2017

COMPETITIVE LANDSCAPE

Mass domestic economy brands lead the category in 2017
At the salon, Wella and L’Oréal come at a premium
Domestic companies step up to the plate in colourants

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2012-2017
Table 2 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 4 NBO Company Shares of Hair Care: % Value 2013-2017
Table 5 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 6 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 7 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 8 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 9 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 10 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 11 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Beauty and Personal Care in Venezuela - Industry Overview

EXECUTIVE SUMMARY

Inconsistent government policies continue to deter growth in 2017
Fears of further price ceilings shape product offerings
Domestic companies rise up against economic recession in 2017
Online stores are gaining traction across all segments in 2017
Beauty and personal care to continue on a downward volume trend due to adverse economic conditions

MARKET DATA

Table 12 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 13 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 17 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 18 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 19 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 20 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources