Brazil Country Focus – Part 1: Shampoos and Conditioners Market

in-cosmetics Brasil has been granted access to research undertaken by Mintel (a world leading research company) into the cosmetics market in several Latin American countries. The study maps out each sector of the industry and shows growth over recent years and future projections and perspectives. 

We analyzed the research and over the coming weeks will share this information via several articles on our website.

PART 1: BRAZIL – SHAMPOOS AND CONDITIONERS MARKET

Brazil’s toiletries, fragrance and cosmetics (HPPC) sector has grown constantly over the last 15 years and had a 2012 turnover of 41.7 billion dollars, according to Euromonitor International data. Brazil is number three worldwide in this sector, after the US and Japan. 

Brazil takes second place worldwide in the shampoos and conditioners market segment, with the US at number one. Brazil tops the Hair Products category, already an international name in hair treatment, especially in the East. 

In Brazil men and women invest time and money in their personal grooming. The hot and humid climate leads to many Brazilians showering two or three times a day and washing their hair daily using styling products developed especially for this market. 

Brazil’s shampoos and conditioners market segment turned over the equivalent of 3,0902 billion reals in 2006, divided into 1,6530 billion in conditioners and 1,4372 billion in shampoos. The turnover increased to 5,5019 billion reals in 2012, divided into 3,1859 billion in conditioners and 2,3160 billion in shampoos, with expectations for 2017 seeing a rise to 9,5940 billion reals in sales. 

The country has seen pleasing results in this market value of this sector over the last few years, with a 14.7% growth in the retail market value in local currency in 2007 and 19.3% in 2012, with expectations of continued growth over the next few years and a projected rate of 11.5% in 2015 and 9.2% in 2017. 

Brazil’s retail market value in euros was 1,134.0 million in 2006 and an increased 2,200.8 million euros in 2012, with projections for 2017 of 2,903.9 million. Brazil’s retail market value growth in this segment, still in euros, was 17.0% in 2007, 27.2% in 2010, and 10.6% in 2012. Expectations for the country’s shampoos and conditioners sector in 2017 is 7.1% growth. 

Brazil’s spending per capita in the shampoos and conditioners market was 6.0532 euros in 2006 and 11.046 in 2012, with predictions for 2017 of 13.981 euros. 

The shampoos and conditioners retail market as proportion of Brazil’s gross domestic product (GDP) was around 0.13018% in 2006 and 0.12556% in 2012, with 2017 set to hover around 0.14663. 

TURNOVER PER SECTOR

Conditioners 
Brazil turned over 1,653.0 billion reals in conditioner sales in 2006, with 837.9 million on rinse-off conditioners, 591.1 million on leave-in conditioners and 224.0 million reals on hair treatment masks. In 2012 Brazil turned over 3,185.9 billion reals in conditioner sales, with 1,499.5 billion on rinse-off conditioners, 1,213.8 billion on leave-in conditioners and 472.6 million reals on hair treatment masks. 

Shampoos
Brazil turned over 1,437.2 billion reals in shampoo sales in 2006, with 1,293.5 billion on several types of shampoos, 121.0 million reals on medicated products, anti-hairloss products and other problem hair products, and 22.7 million on 2in1 and 3in1 shampoos. In 2012 Brazil turned over 2,316.0 billion reals in shampoo sales, with 1,704.0 billion on several types of shampoos, 512.5 million reals on medicated products, anti-hairloss products and other problem hair products, and 99.5 million on 2in1 and 3in1 shampoos. 

Market share of companies in Brazil’s shampoos and conditioners sector: 

Unilever PLC
In 2011 had 30.3% of the market, in 2012 35.4% 

The L’Oréal Group
In 2011 had 13.1% of the market, in 2012 13.0% 

The Procter & Gamble Company
In 2011 had 13.1% of the market, in 2012 11.0% 

Colgate-Palmolive Company
In 2011 had 5.2% of the market, in 2012 5.1%

Johnson & Johnson Services, Inc. 
In 2011 had 3.5% of the market, in 2012 3.8%

Niely Cosméticos Ltda
In 2011 had 2.9% of the market, in 2012 2.4%

Vargas Marcas E Participacões Ltda (Embelleze) 
In 2011 had 2.0% of the market, in 2012 1.9%

Hypermarcas S/A
In 2011 had 0.8% of the market, in 2012 0.8%

Grupo Bertin S.A. 
In 2011 had 0.6% of the market, in 2012 0.7%

Aroma do Campo Ltda
In 2011 had 0.3% of the market, in 2012 again 0.3%

Others
In 2011 had 28.1% of the market, in 2012 25.6%

Market share of companies in BRAZIL’S CONDITIONERS sector: 

Unilever PLC
In 2011 had 30.7% of the market, in 2012 35.4% 

The L’Oréal Group
In 2011 had 12.2% of the market, in 2012 13.0% 

The Procter & Gamble Company
In 2011 had 13.4% of the market, in 2012 11.0% 

Colgate- Palmolive Company
In 2011 had 5.2% of the market, in 2012 5.1%

Johnson & Johnson Services, Inc. 
In 2011 had 3.5% of the market, in 2012 3.8%

Vargas Marcas E Participacões Ltda (Embelleze) 
In 2011 had 3.4% of the market, in 2012 3.3% Niely Cosméticos Ltda
In 2011 had 2.9% of the market, in 2012 2.4%

Aroma do Campo Ltda
In 2011 had 0.5% of the market, in 2012 still 0.5%

Grupo Bertin S.A. 
In 2011 had 0.4% of the market, in 2012 still 0.4%

Others
In 2011 had 27.8% of the market, in 2012 25.1%. 

Market share of companies in BRAZIL’S SHAMPOOS sector: Unilever PLC
In 2011 had 29.8% of the market, in 2012 35.4%

The L’Oréal Group
In 2011 had 14.4% of the market, in 2012 13.0% 

The Procter & Gamble Company
In 2011 had 12.7% of the market, in 2012 11.0% 

Colgate-Palmolive Company
In 2011 had 5.2% of the market, in 2012 5.1%

Johnson & Johnson Services, Inc. 
In 2011 had 3.5% of the market, in 2012 3.8%

Niely Cosméticos Ltda
In 2011 had 2.9% of the market, in 2012 2.4%

Hypermarcas S/A
In 2011 had 1.9% of the market, in 2012 still 1.9%

Grupo Bertin S.A. 
In 2011 had 1.0% of the market, in 2012 still 1.0%

Others
In 2011 had 28.6% of the market, in 2012 26.4%

SUMMARY: ANNUAL GROWTH RATE 

Brazil’s annual growth rate in the shampoos and conditioners segment over the last five years was 12.1%. 

Predicted average annual growth over the next five years is 11.0%. 

Shampoos and Conditioners. Market and retail research data: 

The research was carried out in a market that includes shampoos and conditioners for men and women, and unisex products. Market value is based on sales across all retail channels, including direct sales to the customer, and excludes the professional sector. 

Products part of the research: male and female shampoos and conditioners and unisex products. Shampoo-conditioner combinations come under the shampoos segment. 

Products not part of the research: sales made by hairdressers, coloring products (such as, for example, toners) and hair-repair products such as serums and tonics. 

Sources: 
– Mintel 
– III Book of Trends 2014-2015, Abihpec (Brazilian Association of the Cosmetic, Toiletry and Perfumery Industry) 

Silvia Lourenço 

To access further research into cosmetics and personal care markets worldwide please visit the Mintel website.

See more cosmetics and personal care articles

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