Já comentei aqui que sou colunista da Happi Magazine, que é uma revista americana especializada em cosméticos. Escrevo sobre o mercado no Brasil e outros países da América Latina. Recentemente fiz uma matéria sobre cabelos, tem vários dados interessantes - você sabia, por exemplo, que no Brasil existem mais de 3000 marcas de shampoos e condicionadores ? E que o Brasil é o maior consumidor de produtos pós shampoo/ produtos para tratamento ? Leia mais abaixo:
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| Copyright: 123RF Stock Photos |
Even among the Big 3, Brazil dominates the hair care market. According to Euromonitor, Brazil, Mexico and Argentina are the three largest hair care markets in Latin America, with 2012 sales of $5.9 billion, $2.3 billion and $1.1 billion, respectively. On the world stage, figures from the Brazilian Association of the Cosmetic, Toiletry and Perfumery Industry (Abihpec) shown Brazil held a 12.5% share of the market share, making it the No. 2 market in the world, trailing only the US.
Why is the market so large? Brazilian women have a great dedication to hair, and category sales in the past decade have surged 350%. This past year, Brazilian women spent more than $7.7 billion on products—representing nearly half of their total spend for personal care and beauty products, according to a 2012 study by IBOPE Intelligence. They also spend a lot of money outside the home, as 37% of Brazilian women said that going to the salon is a necessity, according to Unilever. There are 342,000 salons scattered throughout the country, with a heavy concentration in the southeast, where it is possible to see as many as 10 salons in a single city block.
Almost every adult Brazilian woman chemically treats her hair, so it’s not surprising that Brazil is the country with the largest market for so-called “post wash” treatment items used after bathing. Considering the consumption of post-shampoo (treatment products) by home, per year, Brazil is three times larger than the US and four times higher than the world average, according to IBOPE. P&G Brazil, through its Wella unit, is the No. 1 hair color company, according to Nielsen. With brands like Koleston, Soft Collor and Pro Vital,
P&G controls nearly 21% of the market. In November the company launched the first post chemical line for anti dandruff products. It comprises shampoo and conditioner with a balanced formulation which nourishes the scalp, moisturizes the strands without damage as well as combats dandruff.
With such devotion to hair, it should come as no surprise to learn that there are more than 3000 brands of shampoo and conditioners on the market. Also no surprise is the low level of brand loyalty. Brazilians have a natural propensity to try different brands. Indeed, it is common belief among Brazilian women that hair performs better if shampoo and conditioner brands are changed regularly.
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| Copyright: 123RF Stock Photos |
Follow the Leaders
Unilever, P&G and L’Oréal dominate the category in Latin America. L’Oréal Mexico has the largest hair color production plant in the world in terms of production capacity, since this is one of the most strategic countries for the group and is a key crossroad between North America and Latin America.
In the shampoos market, which is the most significant in the category, Euromonitor says Unilever Brazil has 40.7% of market share, L’Oréal 15.9% and P&G 9.3%. In addition, these companies have become reliant on Brazil to shore up their global growth. Over the past five years, 29% of L’Oréal´s absolute growth in hair care comes from Brazil. While, for Unilever and P&G, the percentages are 22% and 19%, respectively.
Due to the high degree of miscegenation among Brazilian people (eight hair types are cataloged by L’Oréal, from more straight to more curly), the French company intends to make the country a large test tube to develop new products that will be sold not only in Brazil but also in other markets. For this, L’Oréal will open a new research center in Rio de Janeiro, its sixth in the world, in 2015. The center reinforces the importance that Brazil has been gaining in overall corporate strategy. The country—which until July 2013 was considered part of Latin America in the company’s planning—was “dismembered” and went on to have independent status.
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