Consumption frequency analysis reveals that private label penetration in Haircare products in Brazil is highest for Perms & Relaxers, exceeding 5%, while penetration remains at less than 2% in other Haircare categories. One driver of this is the relatively fragmented character of the Brazilian retail market, with private labels traditionally stronger in mature, concentrated retail markets.

Haircare market is evenly distributed between product categories

Value analysis of the market reveals that the top four Haircare product categories – Styling Agents, Conditioners, Hair Colorants and Shampoo – have similar market shares in value terms. Perms & Relaxers is the lowest selling segment.

Top 5 retailers account for 50% of Haircare product distribution

Retailer volume analysis reveals that Brazil's five largest retailers of Haircare products account for approximately half the volume of Haircare products distributed in Brazil. This share is expected to increase as the Brazilian retail market is expected to concentrate further.

Report Scope

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.

Click for Report details:Consumer Trends in the Haircare Market in Brazil