Consumer Trends in the Men's Toiletries Market in Brazil, 2011

Synopsis
This report provides the results for the Men’s Toiletries market in Brazil from Canadean’s unique, highly detailed and proprietary survey 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 behaviors, 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
Why was the report written?

Marketers in Men’s Toiletries 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 solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the [product market name] market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. While Men’s Disposable Razors and Blades may be deemed essential items, Pre-shave Cosmetics, Post-shave Cosmetics and Aftershaves and Colognes may not, and therefore consumption patterns have been affected. However, As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

The data in this report examines over 20 consumer trends that affect the market and examine the share of sales across over 26 consumer groups – providing a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.Detailed category coverage is provided, covering Aftershaves and Colognes, Men's Disposable Razors and Blades, Post-shave Cosmetics and Pre-shave Cosmetics.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets.

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights
Small market for Pre and Post-shave cosmetics.
Pre-shave cosmetics and Post-shave cosmetics are the smallest categories by value in the Men’s Toiletries market in Brazil, with market shares of approximately 10% each. Men’s Disposable Razors and Blades are the largest market by value.

Private label penetration highest in Aftershaves and Colognes .
Aftershaves and Colognes are the Men’s Toiletries category with the highest private label penetration, though it is less than 10%. One driver behind low private label penetration is Brazil’s relatively fragmented retail industry, with private label sales typically higher in mature, concentrated retail markets.

New gender behaviors trend affects almost one-third of consumers.
The New gender behaviors trend affects almost one-third of consumers in the Men’s Toiletries market in Brazil. This follows trends in Western markets where men have become more interested in their image and increased their use of cosmetics and toiletries.

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 Men's Toiletries 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 Aftershaves & Colognes
2.2.2 Men's Disposable Razors & Blades
2.2.3 Post-Shave Cosmetics – Men’s
2.2.4 Pre-shave Cosmetics
2.3 Behavioral Trends and Market Value
2.3.1 Aftershaves & Colognes
2.3.2 Men's Disposable Razors & Blades
2.3.3 Post-Shave Cosmetics – Men’s
2.3.4 Pre-shave Cosmetics
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Aftershaves & Colognes
3.1.2 Men's Disposable Razors & Blades
3.1.3 Post-Shave Cosmetics – Men’s
3.1.4 Pre-shave Cosmetics
3.2 Consumer Profiles by Product Category
3.2.1 Aftershaves & Colognes
3.2.2 Men's Disposable Razors & Blades
3.2.3 Post-Shave Cosmetics – Men’s
3.2.4 Pre-shave Cosmetics
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Men's Toiletries Brand Choice and Private Label Shares
4.2.1 Aftershaves & Colognes
4.2.2 Men's Disposable Razors & Blades
4.2.3 Post-Shave Cosmetics – Men’s
4.2.4 Pre-shave Cosmetics
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Men's Toiletries
5.1.2 Aftershaves & Colognes
5.1.3 Men's Disposable Razors & Blades
5.1.4 Post-Shave Cosmetics – Men’s
5.1.5 Pre-shave Cosmetics
6 Consumption Impact: Market Valuation
6.1 Men's Toiletries Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Men's Toiletries 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 Men's Toiletries Volume Impact of Consumer Behavior Trends
6.3.1 Share 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 of Organized Retail
7.1 Retailer Shares by Volume of Organized Retail
7.1.1 Brazil Men's Toiletries Retailer Shares by Volume of Organized Retail
7.2 Retailer Volume Share by Category of Organized Retail
7.2.1 Retail Share by Volume of Organized Retail - Aftershaves & Colognes
7.2.2 Retail Share by Volume of Organized Retail - Men's Disposable Razors & Blades
7.2.3 Retail Share by Volume of Organized Retail – Post-Shave Cosmetics - Men’s
7.2.4 Retail Share by Volume of Organized Retail - Pre-shave Cosmetics
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 A. Angeloni Switching Analysis
7.3.3 Carrefour Switching Analysis
7.3.4 Casino Switching Analysis
7.3.5 Cia Zaffari Switching Analysis
7.3.6 Companhia Brasileira de Distribuicao Switching Analysis
7.3.7 Coop Cooperativa de Consumo Switching Analysis
7.3.8 Drogasil S.A. Switching Analysis
7.3.9 Irmaos Bretas Switching Analysis
7.3.10 Lojas Americanas Switching Analysis
7.3.11 Wal-Mart Switching Analysis
7.4 Profiles of End-Consumers of Men's Toiletries, by Retailer Used
7.4.1 A. Angeloni
7.4.2 Carrefour
7.4.3 Casino
7.4.4 Cencosud
7.4.5 Cia Zaffari
7.4.6 Companhia Brasileira de Distribuicao
7.4.7 Coop Cooperativa de Consumo
7.4.8 DMA Distribuidora
7.4.9 Drogasil S.A.
7.4.10 G.Barbosa
7.4.11 Irmaos Bretas
7.4.12 Irmaos Muffato
7.4.13 Lojas Americanas
7.4.14 Others
7.4.15 Prezunic
7.4.16 SHV Makro
7.4.17 Wal-Mart
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables
Table 1: Volume Units For the Men’s Toiletries Market
Table 2: Foreign Exchange Rate – BRL Vs. US$, 2011
Table 3: Brazil Survey Respondent Profile (weighted), 2011
Table 4: Brazil Men's Toiletries Value Share (%), by Age Groups, 2011
Table 5: Brazil Men's Toiletries Value Share (%), by Gender, 2011
Table 6: Brazil Men's Toiletries Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Brazil Men's Toiletries Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Brazil Men's Toiletries Value Share (%) by Wealth Groups, 2011
Table 9: Brazil Men's Toiletries Value Share (%) by Busy Lives Groups, 2011
Table 10: Brazil Aftershaves & Colognes Consumer Group Share (% market value), 2011
Table 11: Brazil Men's Disposable Razors & Blades Consumer Group Share (% market value), 2011
Table 12: Brazil Post-Shave Cosmetics – Men’s Consumer Group Share (% market value), 2011
Table 13: Brazil Pre-shave Cosmetics Consumer Group Share (% market value), 2011
Table 14: Brazil Total Aftershaves & Colognes Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Brazil Total Men's Disposable Razors & Blades Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Brazil Total Post-Shave Cosmetics – Men’s Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Brazil Total Pre-shave Cosmetics Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Brazil Aftershaves & Colognes Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Brazil Aftershaves & Colognes Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Brazil Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Brazil Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Brazil Post-Shave Cosmetics – Men’s Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Brazil Post-Shave Cosmetics – Men’s Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Brazil Pre-shave Cosmetics Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Brazil Pre-shave Cosmetics Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Brazil Aftershaves & Colognes Consumer Profiles (% consumers by sub-group), 2011
Table 27: Brazil Men's Disposable Razors & Blades Consumer Profiles (% consumers by sub-group), 2011
Table 28: Brazil Post-Shave Cosmetics – Men’s Consumer Profiles (% consumers by sub-group), 2011
Table 29: Brazil Pre-shave Cosmetics Consumer Profiles (% consumers by sub-group), 2011
Table 30: Brazil Men's Toiletries Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 31: Brazil Aftershaves & Colognes Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 32: Brazil Men's Disposable Razors & Blades Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 33: Brazil Post-Shave Cosmetics – Men’s Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 34: Brazil Pre-shave Cosmetics Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 35: Brazil, Overall Men's Toiletries: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 36: Brazil, Aftershaves & Colognes: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 37: Brazil, Men's Disposable Razors & Blades: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 38: Brazil, Post-Shave Cosmetics – Men’s: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 39: Brazil, Pre-shave Cosmetics: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 40: Brazil Men's Toiletries Market Value (Brazilian Real million), by Category, 2011
Table 41: Brazil Men's Toiletries Market Value (US$ million), by Category, 2011
Table 42: Brazil Men's Toiletries Market Volume (Ltrs m or Units m), by Category, 2011
Table 43: Brazil Men's Toiletries Market Share (US$ million), by Category, 2011
Table 44: Brazil Men's Toiletries Expenditure Per Capita (Brazilian Real), by Category, 2011
Table 45: Brazil Men's Toiletries Expenditure Per Capita (US$), by Category, 2011
Table 46: Brazil Men's Toiletries Expenditure Per Household (Brazilian Real), by Category
Table 47: Brazil Men's Toiletries Expenditure Per Household (US$), by Category
Table 48: Brazil Men's Toiletries Market Volume Share (Ltrs m or Units m), by Category, 2011
Table 49: Brazil Men's Toiletries Consumption Per Capita (Ltrs m or Units m / Population m), by Category, 2011
Table 50: Brazil Men's Toiletries Consumption Per Household, by Category, 2011
Table 51: Brazil Aftershaves & Colognes Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 52: Brazil Men's Disposable Razors & Blades Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 53: Brazil Post-Shave Cosmetics – Men’s Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 54: Brazil Pre-shave Cosmetics Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 55: Brazil: Switchers From A. Angeloni for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Brazil: Switchers to Carrefour for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Brazil: Switchers From Carrefour for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Brazil: Switchers to Casino for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Brazil: Switchers From Casino for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Brazil: Switchers to Cia Zaffari for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Brazil: Switchers From Cia Zaffari for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Brazil: Switchers to Companhia Brasileira de Distribuicao for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Brazil: Switchers From Companhia Brasileira de Distribuicao for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Brazil: Switchers to Coop Cooperativa de Consumo for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Brazil: Switchers From Coop Cooperativa de Consumo for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Brazil: Switchers to Drogasil S.A. for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Brazil: Switchers From Drogasil S.A. for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Brazil: Switchers to Irmaos Bretas for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Brazil: Switchers From Irmaos Bretas for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Brazil: Switchers to Lojas Americanas for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: Brazil: Switchers From Lojas Americanas for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Brazil: Switchers to Wal-Mart for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Brazil: Switchers From Wal-Mart for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2011
Table 77: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 78: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Casino (% by Subgroup, as tracked by the Survey), 2011
Table 79: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Cencosud (% by Subgroup, as tracked by the Survey), 2011
Table 80: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2011
Table 81: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2011
Table 82: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2011
Table 83: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup, as tracked by the Survey), 2011
Table 84: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2011
Table 85: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2011
Table 86: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2011
Table 87: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2011
Table 88: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2011
Table 89: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Others (% by Subgroup, as tracked by the Survey), 2011
Table 90: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2011
Table 91: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2011
Table 92: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011

List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Brazil Men's Toiletries Value Share (%), by Age Groups, 2011
Figure 3: Brazil Men's Toiletries Value Share (%), by Gender, 2011
Figure 4: Brazil Men's Toiletries Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Brazil Men's Toiletries Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Brazil Men's Toiletries Value Share (%) by Wealth Groups, 2011
Figure 7: Brazil Men's Toiletries Value Share (%) by Busy Lives Groups, 2011
Figure 8: Brazil Aftershaves & Colognes Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Brazil Aftershaves & Colognes Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Brazil Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Brazil Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Brazil Post-Shave Cosmetics – Men’s Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Brazil Post-Shave Cosmetics – Men’s Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Brazil Pre-shave Cosmetics Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Brazil Pre-shave Cosmetics Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Brazil Men's Toiletries Private Label Penetration (% Vol), by Category, 2011
Figure 17: Brazil Men's Toiletries Market Share (US$ million), by Category, 2011
Figure 18: Brazil Men's Toiletries Expenditure Per Capita (US$), by Category, 2011
Figure 19: Brazil Men's Toiletries Expenditure Per Household (US$), by Category
Figure 20: Brazil Men's Toiletries Survey-tracked Retailer Shares by Volume of Organized Retail (% of Ltrs m or Units m), 2011
Figure 21: Brazil Aftershaves & Colognes Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 22: Brazil Men's Disposable Razors & Blades Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 23: Brazil Post-Shave Cosmetics – Men’s Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 24: Brazil Pre-shave Cosmetics Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 25: Brazil: People Who Have Switched Retailer for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011