Product Insights: Haircare in Brazil

Introduction

This report forms a part of the Datamonitor's newly introduced product series titled “Product Insights”. It aims to provide analysis to clients on the new product launches across various categories.

Scope

*Examines new product launches in the Brazilian haircare market, segmented by key categories

*Contextualizes Brazil in the new product launches globally

*Identifies the key players in the market, leading the new product launches

*Provides an analysis on the new product launches by leading claims, packaging and price points

Highlights

The Brazilian consumers appear to have faced the economic turmoil in much more positive sentiment than their global peers however they turned more value conscious while buying their choice of products. As a result, manufacturers came up with offerings providing more value for money in terms of customization for hair types, age as well as gender.

In order to distinguish themselves in the competitive landscape, companies have begun to target specific consumer segments such as men, teenagers as well as kids with most new launches carrying these claims. The price conscious consumers were also catered to by offering refill packaging.

Although the Brazilian haircare market is dominated by global companies in terms of market share, domestic players seem to have dominated the new product launches in 2009.

Reasons to Purchase

*Assess product innovation trends in your market

*Learn from successful new product launches


Report Highlights

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Overview 1
Catalyst 1
Summary 1
Executive Summary 2
New Product Launches: a Global Perspective 2
New Product Launches in Brazil 2
Product Launch Analysis 2
Introduction 3
Product Launch Analytics 3
Market Data Analytics 3
Definition 4
Table of Contents 5
List of Figures 6
List of Tables 7
New Product Launches: A Global Perspective 8
Overview 8
Key trends driving new product launches globally 8
More focus towards mass customization 8
Male acceptance of grooming products is leading to further market segmentation 9
Move towards natural ingredients in products 10
Impact of recessionary climate 10
Consumer demand for convenience in hair coloring 11
New product launches by haircare categories 12
Comparison of Brazil with leading countries globally 13
Examples of innovative launches 15
New Product Launches in Brazil 17
Overview 17
Key trends driving new product launches in Brazil 17
The emerging middle class is driving growth of new launches in the haircare market 18
Tropical weather conditions 18
Brazilian consumers are loyal towards their haircare brands but demand more value additions 19
Personalized products targeted at specific consumer segments 19
Category growth vs launch analysis 20
Leading players and their product launch trends 21
Product Launch Analysis 25
By packaging material 25
Overview 25
Top packaging material: plastic 26
Product examples: plastic packaging 28
By price points 29
Overview 29
Product examples 30
Price point: mass (BRL1-BRL10) 30
Price point: premium (More than BRL10) 31
By claims/tags 32
Overview 32
Top claim/tag: kids 33
Product examples: kids 35
Conclusion 36
Highlights 36
Methodology 37
Methodology overview 37
Primary sources of data 37
Secondary sources of data 37
APPENDIX 38
Future reading 38
Feedback 38
Ask the analyst 38
Datamonitor consulting 38
Disclaimer 38
List of Tables
Table 1: Haircare market definitions 4
Table 2: Top 10 players by 2009 market share and by 2009 new product launches in the Brazilian haircare market 22
List of Figures
Figure 1: New product launches in the global haircare market, by country, 2009 8
Figure 2: Examples of new product launches targeting particular consumer segments in 2009 9
Figure 3: Examples of new product launches in 2009, targeting men 10
Figure 4: Some examples of home-use haircare product launches in the hair colorant category, 2009 12
Figure 5: New product launches in the global haircare market, by category, 2009 13
Figure 6: Top 10 countries based on the number of new haircare product launches, 2009 14
Figure 7: Global comparison of responses related to the perceived importance of beauty and haircare respectively, 2009 15
Figure 8: Some global examples of innovative product launches in 2009 16
Figure 9: New product launches in the Brazilian haircare market, by category, 2009 17
Figure 10: Percentage of households that are middle class (earning $617- $2,579 per month) in Brazil 18
Figure 11: Comparison of global and Brazilian consumers regarding the importance of haircare in their personal care regime 19
Figure 12: Product examples - Catering to specific consumer segments 20
Figure 13: Contribution to and growth in total of new haircare product launches in Brazil, by category, 2008-09 21
Figure 14: Contributions of the top five haircare companies to new product launches in Brazil, by category, 2009 23
Figure 15: Contribution to and growth in total new haircare product launches in Brazil, by packaging material, 2008-09 25
Figure 16: New product launches in the Brazilian haircare market, by packaging material, 2008?09 26
Figure 17: Products with attractive packaging made from plastic, 2009 27
Figure 18: New product launches in the Brazilian haircare market which use plastic as a packaging material, by category, 2009 27
Figure 19: Some examples of new product launches with plastic packaging in the Brazilian haircare market, 2009 28
Figure 20: New product launches in the Brazilian haircare market, by price point, 2009 29
Figure 21: Some examples of new haircare launches with mass pricing, 2009 30
Figure 22: Some examples of new product launches with premium pricing, 2009 31
Figure 23: New product launches in the Brazilian haircare market, by claims/tags, 2009 32
Figure 24: Contribution to and growth in total haircare product launches in Brazil, by claim/tag, 2008-09 33
Figure 25: New product launches in the Brazilian haircare market with the claim/tag 'kids', by category, 2009 34
Figure 26: Some examples of new product launches with the claim/tag 'kids' in 2009 35
Figure 27: Conclusion 36

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