Consumer Trends in the Haircare Market in Brazil , 2011

Report Summary

This report provides the results for the Haircare market in Brazil from Canadean’s unique, highly detailed and proprietary study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.

Its coverage includes, but is not limited to, consumption behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Marketers in the Haircare market in Brazil face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

This report provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Haircare market in Brazil they account for and which consumer trends drive their behaviour, and as such allows marketers to develop strong growth strategies.

Scope

• Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – and as such marketers need to know what these trends are and be able to quantify their influence in the market.
• This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the market by examining over 20 consumer trends and the share of sales across over 30 consumer groups.

Reasons To Buy

The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights

• Detailed category coverage is provided, covering the Conditioner market, the Hair Colorants market, the Perms and Relaxers market, the Shampoo market and the Styling Agents market.
• Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each product category covered.
• Detailed brand and private label category shares for 2011 for each product category
• Unique retailer choice and switching data at the product category level for 2011

Table of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children's behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Hair care Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Conditioner
2.2.2 Hair Colorants
2.2.3 Perms & Relaxers
2.2.4 Shampoo
2.2.5 Styling Agents
2.3 Behavioural Trends and Market Value
2.3.1 Conditioner
2.3.2 Hair Colorants
2.3.3 Perms & Relaxers
2.3.4 Shampoo
2.3.5 Styling Agents

3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Conditioner
3.1.2 Hair Colorants
3.1.3 Perms & Relaxers
3.1.4 Shampoo
3.1.5 Styling Agents
3.2 Consumer Profiles by Product Category
3.2.1 Conditioner
3.2.2 Hair Colorants
3.2.3 Perms & Relaxers
3.2.4 Shampoo
3.2.5 Styling Agents

4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Hair care Brand Choice and Private Label Shares
4.2.1 Conditioner
4.2.2 Hair Colorants
4.2.3 Perms & Relaxers
4.2.4 Shampoo
4.2.5 Styling Agents

5 The Share of Consumers influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Hair care
5.1.2 Conditioner
5.1.3 Hair Colorants
5.1.4 Perms & Relaxers
5.1.5 Shampoo
5.1.6 Styling Agents

6 Consumption Impact: Market Valuation
6.1 Hair care Value Impact of Consumer Consumption Behaviour
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Hair care Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Hair care Volume Impact of Consumer Behaviour Trends
6.3.1 Share Growth by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category

7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share by Category
7.1.1 Retail Share by Volume - Conditioner
7.1.2 Retail Share by Volume - Hair Colorants
7.1.3 Retail Share by Volume - Perms & Relaxers
7.1.4 Retail Share by Volume - Shampoo
7.1.5 Retail Share by Volume - Styling Agents
7.2 Levels of Retailer Switching in the Last Six Months
7.2.1 Matrix of Switching Behavior in Last Six Months of 2011
7.2.2 A. Angeloni Switching analysis
7.2.3 Carrefour Switching analysis
7.2.4 Casino Switching analysis
7.2.5 Cencosud Switching analysis
7.2.6 Cia Zaffari Switching analysis
7.2.7 Companhia Brasileira de Distribuicao Switching analysis
7.2.8 Coop Cooperativa de Consumo Switching analysis
7.2.9 DMA Distribuidora Switching analysis
7.2.10 Drogasil S.A. Switching analysis
7.2.11 G.Barbosa Switching analysis
7.2.12 Irmaos Bretas Switching analysis
7.2.13 Irmaos Muffato Switching analysis
7.2.14 Lojas Americanas Switching analysis
7.2.15 Outro Switching analysis
7.2.16 Prezunic Switching analysis
7.2.17 SHV Makro Switching analysis
7.2.18 Wal-Mart Switching analysis
7.3 Profiles of End-Consumers of Hair care, by Retailer Used
7.3.1 A. Angeloni
7.3.2 Carrefour
7.3.3 Casino
7.3.4 Cencosud
7.3.5 Cia Zaffari
7.3.6 Companhia Brasileira de Distribuicao
7.3.7 Coop Cooperativa de Consumo
7.3.8 DMA Distribuidora
7.3.9 Drogasil S.A.
7.3.10 G.Barbosa
7.3.11 Irmaos Bretas
7.3.12 Irmaos Muffato
7.3.13 Lojas Americanas
7.3.14 Outro
7.3.15 Prezunic
7.3.16 SHV Makro
7.3.17 Wal-Mart
7.3.18 Other

8 Appendix
8.1 Methodology
8.2 About Canadean
8.3 Disclaimer

List of Tables

Table 1: Volume Units For the Hair Care Market
Table 2: Foreign Exchange Rate - BRL Vs. US$, 2011
Table 3: Population Profiles
Table 4: Brazil Hair care Value Share (%), by Age Groups, 2011
Table 5: Brazil Hair care Value Share (%), by Gender, 2011
Table 6: Brazil Hair care Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Brazil Hair care Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Brazil Hair care Value Share (%) by Wealth Groups, 2011
Table 9: Brazil Hair care Value Share (%) by Busy Lives Groups, 2011
Table 10: Brazil Conditioner Consumer Group Share (% market value), 2011
Table 11: Brazil Hair Colorants Consumer Group Share (% market value), 2011
Table 12: Brazil Perms & Relaxers Consumer Group Share (% market value), 2011
Table 13: Brazil Shampoo Consumer Group Share (% market value), 2011
Table 14: Brazil Styling Agents Consumer Group Share (% market value), 2011
Table 15: Brazil Total Conditioner Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Brazil Total Hair Colorants Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Brazil Total Perms & Relaxers Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Brazil Total Shampoo Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Brazil Total Styling Agents Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Brazil Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Brazil Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Brazil Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Brazil Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Brazil Perms & Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Brazil Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Brazil Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Brazil Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Brazil Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Brazil Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Brazil Conditioner Consumer Profiles (% consumers by sub-group), 2011
Table 31: Brazil Hair Colorants Consumer Profiles (% consumers by sub-group), 2011
Table 32: Brazil Perms & Relaxers Consumer Profiles (% consumers by sub-group), 2011
Table 33: Brazil Shampoo Consumer Profiles (% consumers by sub-group), 2011
Table 34: Brazil Styling Agents Consumer Profiles (% consumers by sub-group), 2011
Table 35: Brazil Hair care Private Label Penetration (% Vol), by Category, 2011
Table 36: Brazil Conditioner Brand Share by Volume (% Vol), 2011
Table 37: Brazil Hair Colorants Brand Share by Volume (% Vol), 2011
Table 38: Brazil Perms & Relaxers Brand Share by Volume (% Vol), 2011
Table 39: Brazil Shampoo Brand Share by Volume (% Vol), 2011
Table 40: Brazil Styling Agents Brand Share by Volume (% Vol), 2011
Table 41:  Brazil, Hair care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 42:  Brazil, Conditioner: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 43:  Brazil, Hair Colorants: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 44:  Brazil, Perms & Relaxers: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 45:  Brazil, Shampoo: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 46:  Brazil, Styling Agents: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 47: Brazil Hair care Market Value (Brazilian Real million), by Category, 2011
Table 48: Brazil Hair care Market Value (US$ million), by Category, 2011
Table 49: Brazil Hair care Market Volume (Ltrs m), by Category, 2011
Table 50: Brazil Hair care Market Share (US$ million), by Category, 2011
Table 51: Brazil Hair care Expenditure Per Capita (Brazilian Real), by Category, 2011
Table 52: Brazil Hair care Expenditure Per Capita (US$), by Category, 2011
Table 53: Brazil Hair care Expenditure Per Household (Brazilian Real), by Category
Table 54: Brazil Hair care Expenditure Per Household (US$), by Category
Table 55: Brazil Hair care Market Volume Share (Ltrs m), by Category, 2011
Table 56: Brazil Hair care Consumption Per Capita (Kilograms per head), by Category, 2011
Table 57: Brazil Hair care Consumption Per Household (Kilograms per household), by Category, 2011
Table 58: Brazil Conditioner Retailer Share by Volume (Ltrs m), 2011
Table 59: Brazil Hair Colorants Retailer Share by Volume (Ltrs m), 2011
Table 60: Brazil Perms & Relaxers Retailer Share by Volume (Ltrs m), 2011
Table 61: Brazil Shampoo Retailer Share by Volume (Ltrs m), 2011
Table 62: Brazil Styling Agents Retailer Share by Volume (Ltrs m), 2011
Table 63: Brazil: Switchers to A. Angeloni for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 64: Brazil: Switchers From A. Angeloni for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 65: Brazil: Switchers to Carrefour for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 66: Brazil: Switchers From Carrefour for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 67: Brazil: Switchers to Casino for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 68: Brazil: Switchers From Casino for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 69: Brazil: Switchers to Cencosud for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 70: Brazil: Switchers From Cencosud for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 71: Brazil: Switchers to Cia Zaffari for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 72: Brazil: Switchers From Cia Zaffari for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 73: Brazil: Switchers to Companhia Brasileira de Distribuicao for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 74: Brazil: Switchers From Companhia Brasileira de Distribuicao for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 75: Brazil: Switchers to Coop Cooperativa de Consumo for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 76: Brazil: Switchers From Coop Cooperativa de Consumo for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 77: Brazil: Switchers From DMA Distribuidora for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 78: Brazil: Switchers to Drogasil S.A. for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 79: Brazil: Switchers From Drogasil S.A. for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 80: Brazil: Switchers to G.Barbosa for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 81: Brazil: Switchers From G.Barbosa for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 82: Brazil: Switchers to Irmaos Bretas for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 83: Brazil: Switchers From Irmaos Bretas for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 84: Brazil: Switchers to Irmaos Muffato for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 85: Brazil: Switchers to Lojas Americanas for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 86: Brazil: Switchers From Lojas Americanas for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 87: Brazil: Switchers to Outro for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 88: Brazil: Switchers From Outro for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 89: Brazil: Switchers to Prezunic for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 90: Brazil: Switchers From Prezunic for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 91: Brazil: Switchers to SHV Makro for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 92: Brazil: Switchers From SHV Makro for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 93: Brazil: Switchers to Wal-Mart for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 94: Brazil: Switchers From Wal-Mart for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 95: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup), 2011
Table 96: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup), 2011
Table 97: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Casino (% by Subgroup), 2011
Table 98: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Cencosud (% by Subgroup), 2011
Table 99: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup), 2011
Table 100: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup), 2011
Table 101: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup), 2011
Table 102: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup), 2011
Table 103: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup), 2011
Table 104: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup), 2011
Table 105: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup), 2011
Table 106: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup), 2011
Table 107: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup), 2011
Table 108: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Outro (% by Subgroup), 2011
Table 109: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup), 2011
Table 110: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup), 2011
Table 111: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup), 2011
Table 112: Brazil: Profile of Hair care Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

List of Figures

Figure 1: Consumer Panel Report Methodology
Figure 2: Brazil Hair care Value Share (%), by Age Groups, 2011
Figure 3: Brazil Hair care Value Share (%), by Gender, 2011
Figure 4: Brazil Hair care Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Brazil Hair care Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Brazil Hair care Value Share (%) by Wealth Groups, 2011
Figure 7: Brazil Hair care Value Share (%) by Busy Lives Groups, 2011
Figure 8: Brazil Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Brazil Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Brazil Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Brazil Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Brazil Perms & Relaxers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Brazil Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Brazil Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Brazil Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Brazil Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Brazil Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Brazil Hair care Private Label Penetration (% Vol), by Category, 2011
Figure 19: Brazil Hair care Market Share (US$ million), by Category, 2011
Figure 20: Brazil Hair care Expenditure Per Capita (US$), by Category, 2011
Figure 21: Brazil Hair care Expenditure Per Household (US$), by Category
Figure 22: Brazil Conditioner Retailer Share by Volume (Ltrs m), 2011
Figure 23: Brazil Hair Colorants Retailer Share by Volume (Ltrs m), 2011
Figure 24: Brazil Perms & Relaxers Retailer Share by Volume (Ltrs m), 2011
Figure 25: Brazil Shampoo Retailer Share by Volume (Ltrs m), 2011
Figure 26: Brazil Styling Agents Retailer Share by Volume (Ltrs m), 2011
Figure 27: Brazil: People Who Have Switched Retailer for Their Hair care Purchases in the Last Six Months (Thousands), 2011