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Consumer Trends in the Haircare Market in Brazil, 2011

Category : Healthcare  | Published Date : March-2012 | Pages : 101
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Synopsis
This report provides the results for the Haircare market in Brazil from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Scope
Consumer survey data for the following specific categories: Conditioner, Hair Colorants, Perms & Relaxers, Shampoo and Styling Agents. Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category. Volume shares in 2011 for brands and private label sales tracked by the survey. Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Summary
Why was the report written? Marketers in the Haircare market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Haircare market they account for and which consumer trends drive their behavior. What is the current market landscape and what is changing? As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Conditioner, Hair Colorants, Perms & Relaxers, Shampoo and Styling Agents are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease. What are the key drivers behind recent market changes? Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having. What makes this report unique and essential to read? The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Haircare Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Conditioner
2.2.2 Hair Colorants
2.2.3 Perms & Relaxers
2.2.4 Shampoo
2.2.5 Styling Agents
2.3 Behavioral Trends and Market Value
2.3.1 Conditioner
2.3.2 Hair Colorants
2.3.3 Perms & Relaxers
2.3.4 Shampoo
2.3.5 Styling Agents
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Conditioner
3.1.2 Hair Colorants
3.1.3 Perms & Relaxers
3.1.4 Shampoo
3.1.5 Styling Agents
3.2 Consumer Profiles by Product Category
3.2.1 Conditioner
3.2.2 Hair Colorants
3.2.3 Perms & Relaxers
3.2.4 Shampoo
3.2.5 Styling Agents
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Haircare Brand Choice and Private Label Shares
4.2.1 Conditioner
4.2.2 Hair Colorants
4.2.3 Perms & Relaxers
4.2.4 Shampoo
4.2.5 Styling Agents
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Haircare
5.1.2 Conditioner
5.1.3 Hair Colorants
5.1.4 Perms & Relaxers
5.1.5 Shampoo
5.1.6 Styling Agents
6 Consumption Impact: Market Valuation
6.1 Haircare Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Haircare Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Haircare Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share of Organized Retail
7.1 Survey-tracked Retailer Shares by Volume of Organized Retail
7.1.1 Brazil Haircare Retailer Shares by Volume of Organized Retail
7.2 Retailer Volume Share by Category of Organized Retail
7.2.1 Retail Share by Volume of Organized Retail - Conditioner
7.2.2 Retail Share by Volume of Organized Retail - Hair Colorants
7.2.3 Retail Share by Volume of Organized Retail - Perms & Relaxers
7.2.4 Retail Share by Volume of Organized Retail - Shampoo
7.2.5 Retail Share by Volume of Organized Retail - Styling Agents
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Carrefour Switching Analysis
7.3.3 Companhia Brasileira de Distribuicao Switching Analysis
7.3.4 Drogasil S.A. Switching Analysis
7.3.5 G.Barbosa Switching Analysis
7.3.6 Irmaos Muffato Switching Analysis
7.3.7 Lojas Americanas Switching Analysis
7.3.8 Prezunic Switching Analysis
7.3.9 SHV Makro Switching Analysis
7.3.10 Wal-Mart Switching Analysis
7.4 Profiles of End-Consumers of Haircare, by Retailer Used
7.4.1 A. Angeloni
7.4.2 Carrefour
7.4.3 Casino
7.4.4 Cencosud
7.4.5 Cia Zaffari
7.4.6 Companhia Brasileira de Distribuicao
7.4.7 Coop Cooperativa de Consumo
7.4.8 DMA Distribuidora
7.4.9 Drogasil S.A.
7.4.10 G.Barbosa
7.4.11 Irmaos Bretas
7.4.12 Irmaos Muffato
7.4.13 Lojas Americanas
7.4.14 Prezunic
7.4.15 SHV Makro
7.4.16 Wal-Mart
7.4.17 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of TableTable 1: Volume Units for the Haircare Market
Table 2: Foreign Exchange Rate – BRL Vs. US$, 2011
Table 3: Brazil Survey Respondent Profile (weighted), 2011
Table 4: Brazil Haircare Value Share (%), by Age Groups, 2011
Table 5: Brazil Haircare Value Share (%), by Gender, 2011
Table 6: Brazil Haircare Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Brazil Haircare Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Brazil Haircare Value Share (%) by Wealth Groups, 2011
Table 9: Brazil Haircare Value Share (%) by Busy Lives Groups, 2011
Table 10: Brazil Conditioner Consumer Group Share (% market value), 2011
Table 11: Brazil Hair Colorants Consumer Group Share (% market value), 2011
Table 12: Brazil Perms & Relaxers Consumer Group Share (% market value), 2011
Table 13: Brazil Shampoo Consumer Group Share (% market value), 2011
Table 14: Brazil Styling Agents Consumer Group Share (% market value), 2011
Table 15: Brazil Total Conditioner Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Brazil Total Hair Colorants Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Brazil Total Perms & Relaxers Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Brazil Total Shampoo Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Brazil Total Styling Agents Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Brazil Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Brazil Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Brazil Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Brazil Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Brazil Perms & Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Brazil Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Brazil Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Brazil Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Brazil Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Brazil Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Brazil Conditioner Consumer Profiles (% consumers by sub-group), 2011
Table 31: Brazil Hair Colorants Consumer Profiles (% consumers by sub-group), 2011
Table 32: Brazil Perms & Relaxers Consumer Profiles (% consumers by sub-group), 2011
Table 33: Brazil Shampoo Consumer Profiles (% consumers by sub-group), 2011
Table 34: Brazil Styling Agents Consumer Profiles (% consumers by sub-group), 2011
Table 35: Brazil Haircare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 36: Brazil Conditioner Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 37: Brazil Hair Colorants Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: Brazil Perms & Relaxers Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: Brazil Shampoo Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: Brazil Styling Agents Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 41: Brazil, Overall Haircare: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: Brazil, Conditioner: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: Brazil, Hair Colorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: Brazil, Perms & Relaxers: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: Brazil, Shampoo: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: Brazil, Styling Agents: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: Brazil Haircare Market Value (Brazilian Real million), by Category, 2011
Table 48: Brazil Haircare Market Value (US$ million), by Category, 2011
Table 49: Brazil Haircare Market Volume (Ltrs m or Units m), by Category, 2011
Table 50: Brazil Haircare Market Share (US$ million), by Category, 2011
Table 51: Brazil Haircare Expenditure Per Capita (Brazilian Real), by Category, 2011
Table 52: Brazil Haircare Expenditure Per Capita (US$), by Category, 2011
Table 53: Brazil Haircare Expenditure Per Household (Brazilian Real), by Category
Table 54: Brazil Haircare Expenditure Per Household (US$), by Category
Table 55: Brazil Haircare Market Volume Share (Ltrs m or Units m), by Category, 2011
Table 56: Brazil Haircare Consumption Per Capita, by Category, 2011
Table 57: Brazil Haircare Consumption Per Household, by Category, 2011
Table 58: Brazil Conditioner Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 59: Brazil Hair Colorants Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 60: Brazil Perms & Relaxers Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 61: Brazil Shampoo Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 62: Brazil Styling Agents Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 63: Brazil: Switchers to Carrefour for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Brazil: Switchers From Carrefour for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Brazil: Switchers to Companhia Brasileira de Distribuicao for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Brazil: Switchers From Companhia Brasileira de Distribuicao for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Brazil: Switchers to Drogasil S.A. for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Brazil: Switchers From Drogasil S.A. for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Brazil: Switchers to G.Barbosa for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Brazil: Switchers From G.Barbosa for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: Brazil: Switchers to Irmaos Muffato for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Brazil: Switchers to Lojas Americanas for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Brazil: Switchers From Lojas Americanas for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Brazil: Switchers to Prezunic for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Brazil: Switchers From Prezunic for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Brazil: Switchers to SHV Makro for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Brazil: Switchers From SHV Makro for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Brazil: Switchers to Wal-Mart for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Brazil: Switchers From Wal-Mart for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2011
Table 81: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 82: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Casino (% by Subgroup, as tracked by the Survey), 2011
Table 83: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Cencosud (% by Subgroup, as tracked by the Survey), 2011
Table 84: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2011
Table 85: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2011
Table 86: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2011
Table 87: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup, as tracked by the Survey), 2011
Table 88: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2011
Table 89: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2011
Table 90: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2011
Table 91: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2011
Table 92: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2011
Table 93: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2011
Table 94: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2011
Table 95: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
Table 96: Brazil: Profile of Haircare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List Of FiguresFigure 1: Consumer Panel Report Methodology
Figure 2: Brazil Haircare Value Share (%), by Age Groups, 2011
Figure 3: Brazil Haircare Value Share (%), by Gender, 2011
Figure 4: Brazil Haircare Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Brazil Haircare Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Brazil Haircare Value Share (%) by Wealth Groups, 2011
Figure 7: Brazil Haircare Value Share (%) by Busy Lives Groups, 2011
Figure 8: Brazil Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Brazil Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Brazil Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Brazil Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Brazil Perms & Relaxers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Brazil Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Brazil Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Brazil Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Brazil Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Brazil Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Brazil Haircare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 19: Brazil Haircare Market Share (US$ million), by Category, 2011
Figure 20: Brazil Haircare Expenditure Per Capita (US$), by Category, 2011
Figure 21: Brazil Haircare Expenditure Per Household (US$), by Category
Figure 22: Brazil Haircare Survey-tracked Retailer Shares by Volume of Organized Retail (% of Ltrs m or Units m), 2011
Figure 23: Brazil Conditioner Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 24: Brazil Hair Colorants Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 25: Brazil Perms & Relaxers Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 26: Brazil Shampoo Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 27: Brazil Styling Agents Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 28: Brazil: People Who Have Switched Retailer for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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Publisher Name : Canadean

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