Changing age structures outpaces beauty in driving Brazilian skin market: Report

Brazilians are more cautious about their changing age structures than the beauty aspect when it comes to caring of their skin, finds a new survey by UK-based research firm Canadean – Health & Beauty.

According to the report ‘Consumer Trends in the Skincare Market in Brazil, 2011’, a substantial 46% of Brazilian consumers have stated that their changing age structures are driving their overall skincare consumption.

Beauty stands next with about 29% influence, followed by new gender behaviours influencing 27% of the consumers.

In 2011, facial care has dominated all the other categories within Brazil skincare market, accounting for a huge 80% market value, followed by body care at 12%.

The remaining categories such as depilatories, hand care and make-up remover have shared the remaining 8% share.

Body care, however, has pushed facial care far behind in volume terms, constituting more than 70% share, with latter accounting for about 12%.

Undergraduates in Brazil, with nearly 33% market value share, have shown the highest care for their skin during 2011 followed by those with more specialised education.

Canadean observed that 98% skincare market is concentrated in urban Brazil, where female contribution is much higher at 60%.

Among the age groups, almost all the categories have shared a moderate share allowing no group to remarkably stand apart.

Among wealth groups, better off consumers have interestingly found to be spending nearly 7% more than the affluent Brazilians. The affluent and hard pressed groups have accounted for more or less a similar share of close to 21%.

‘Time poor’ Brazilians with 1 to 3 hours of leisure time per day, and those having ‘no time’ have together accounted for 60% of the share during 2011, with 31.4% and 28.3% respectively.

Private label penetration in Brazil’s skincare market has hardly shown any impact in 2011, with no category moving beyond 4% share in volume terms.

The report also provides profiles of end-consumers of skincare by retailer-used and levels of retailer switching in the second half of 2011.

Click here for more details of the report.