MARKET OUTLOOK
The Brazilian hair care market is expected to proliferate at a CAGR of 3.18% during the forecasting period between 2019 and 2025.
Salon hair care in Brazil has witnessed fast growth. Despite registering a volume decline, this category saw an increase in its value sales due to the US dollar valuation compared with the Brazilian real, forcing manufacturers to pass on price increases to consumers, at least partially. Conditioners were the largest category in overall hair care during the forecast period. This category includes standard conditioners, combing creams, masks and oils, amongst others.
The premiumization trend was more apparent in conditioners, primarily thanks to products such as hair masks and serums. Personal grooming is becoming increasingly important, particularly to women, with facial and hair care being prioritized thanks to the importance of first impressions. As such, the conditioners category offers significant potential for further development, as previously women may have put more emphasis on facial care. With the shampoos category being saturated, manufacturers have shifted their focus to conditioners and are seeking to educate consumers better about their use, often offering free trial products bundled with shampoos. Additional hair treatment oils and serums are also being heavily promoted for use after conditioners.
COMPETITIVE OUTLOOK
The companies competing in the Brazil hair care market are Natura Cosméticos S.A., Colgate-Palmolive, Niely do Brasil Industrial Ltda., Procter & Gamble do Brasil S.A. and Unilever Brasil Ltda.