Brazil Hair care Market is expected to grow considerably over the forecast period in the light of prevailing inclination of local consumers towards personal care at large. Consumers also prefer home-made remedies for hair care, however, over the years, consumers have transitioned to using modern day products and have taken to social medic platforms for sharing their reviews and suggestions. Consumers have also started leveraging social media platforms for professional advices, which has also resulted in increasing the volume of hair care related blogs. Consumers in the country have varying need and are particular about hair care products as they are mainly solution seekers for one or the other hair related issue. Consumers are relatively inclined to product formulations targeted specifically for their hair type. To that end, some of the specific attributes Brazilian consumers specifically look at in hair care products include sun protection and anti-ageing properties. In addition, specific products targeted at curly hair have considerable demand, and are expected to have their presence felt over the forecast period as well.
Among the various product categories, shampoos and conditioner segment continues to dominate the market, and the trend is expected to continue over the forecast period as well. Among the various attributes, Brazilian consumers are specifically inclined to products which have anti-hair loss and hydration properties. While shampoos and conditioners together command more than half of the market share, hair colorant follows the suite, with third largest market share in the Brazil hair care market. Brazil represents one of the leading markets in Central and South American market. The market commands majority share in the Central and South American market followed by Mexico and Argentina.
Among the various distribution channels, offline continues to dominate the Brazil hair care market. Within the offline channel, hypermarkets and supermarkets continue to command a major share. The trend is expected to continue over the forecast period as well. Also, drug and pharmacy stores play a key role in the hair care products market in Brazil and have a considerable market share. Specialty stores follow the suite as these stores offer a varying set of products under one roof. On the other hand, online channel is expected to grow at a relatively high rate. The channel is preferred by consumers as the channel allows for quick product comparison and the flexibility to shop while on-the-go or from the comfort of ones’ residence.
Brazil hair care market is a competitive market and is marked by the presence of multiple well-established companies such as Unilever, L’Oréal, and Procter & Gamble. These companies have considerable reach in the market, besides a wide product portfolio at varying price points. The active players in the Brazil hair care market have specifically created formulations which target the specific needs of consumers and are also active on social platforms to take feedbacks on products. Unilever’s Seda and Dove are among the leading brands in the local hair care market. Among other leading products is Elsève and Niely Gold from L’Oréal. Celebrity endorsement remains one of the tested ways to spread awareness among consumers. To that end, established companies such as L’Oréal and others have leveraged celebrity endorsement of their products. Over the coming years, the market is expected to witness new product launches targeted at specific needs of consumers and increased presence of products on online platforms.
Research Support Specialist, USA