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Brazil becoming a bigger player in global hair care market

By Andrew McDougall+

14-Apr-2014

Hair care manufacturers will do well to target Brazil as the market continues to grow and will only get stronger in the years to come.

According to new research from Mintel, Brazil accounts for almost one in ten of all hair care products launches worldwide in the last twelve months, coming on top compared to developed markets such as the U.S. and the UK.

Brazil is one of the largest Beauty and Personal Care markets in the world and Mintel man Christopher Lindsley expects this to help boost market growth in the coming years.

"The Brazilian hair care market is strong and established, accounting for more launches that any other country in 2013,” says the analyst.

“This is helped by a developed consumer hair care regimen and the market is also home to communication rarely seen elsewhere in the world.”

Double-digit growth

According to figures, Brazil's hair care market is projected to see double annual digit growth over the next four years to reach an estimated R$ 12.45 billion by 2017.

In 2013, Mintel estimates the shampoo and conditioner retail market value alone is to be US$ 2.92 billion.

The shampoo subcategory has the highest penetration, with 91% of Brazilians saying they use it – making usage higher than in Spain (90%), Italy (90%), Germany (92%), France (91%) and UK (89%).

“Looking ahead, developing anti-aging claims can add value to the market while campaigns can appeal to the country's diversity with specific regional claims,” predicts Lindsley.

Influence

Breaking the market down, 39% of Brazilian consumers say they use leave-in conditioner, while three quarters say they use wash-out conditioner, both eclipsing markets in the UK and France.

When it comes to claims, moisturising/hydrating and anti-dandruff are the most popular ones, with, around 35% and 31% of Brazilian consumers looking for them respectively.

Accordingly, half of all the Brazilian hair care product launches carried the moisturising/hydrating claim in 2013, as opposed to three in ten global hair care launches.

As a result, Brazilian hair care product communication is actually inspiring the global market, such as specifying the use of salt-free formulations.

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