Branded products dominated Brazil’s haircare market in 2011: Report

Branded products had the highest share when compared with private label products in Brazil’s haircare market, finds a report by Canadean – Cosmetics.

The report, titled ‘Consumer Trends in the Haircare Market in Brazil, 2011’, finds that styling agents had 99% share in the branded category, followed by hair colorants with 98.9%, shampoo with 99.7%, conditioners with 98.7%, and perms & relaxers with 93%.

Kids and babies contributed 18.1% to the market, followed by consumers aged more than 55 years with 15.8%. Mid-lifers contributed the least, standing at 11.9%.

Female consumers dominated the market with 56.1% share, while urban areas formed 99.1% of the market as against rural areas.

Individuals who had done upper secondary level of education held 30.6% share, followed by those with undergraduate degree level of education, at 28.5%. Consumers who had done their pre-primary level of education formed only 3% of the market.

Consumers who were better off had 31.9% share, followed by the hard-pressed income group with 23.7%; however, consumers who did not want to reveal their income had the least share of 9.7%.

Individuals with an average of more than seven hours of leisure time per day held 34.8% of the market, followed by those who had an average between one and three hours of leisure time per day with 29.8%. Consumers with an average between five and seven hours of leisure time per day figured at the bottom of the list, with 5.2% share.

Among the influencing factors, beauty figured at the top with 36.8% share, followed by quality seeking with 27.9%. Connection was the least influencing trend, standing at 5.6%.

In terms of dollars, styling agents had 26% share, followed by conditioner and hair colorants at 24% respectively, shampoo at 22%, and perms and relaxers at 5%.

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