Synopsis
This report provides the results for the Make-up market 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 organized 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: the Eye Make-up, Face Make-up, Lip Make-up and Nail Make-up.
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 organized 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 Make-up 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 Make-up 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 organized retail market has been characterized by an increased amount of discount and own-brand products. Eye Make-up, Face Make-up, Lip Make-up and Nail Make-up products 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 Make-up 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 Eye Make-up
2.2.2 Face Make-up
2.2.3 Lip Make-up
2.2.4 Nail Make-up
2.3 Behavioral Trends and Market Value
2.3.1 Eye Make-up
2.3.2 Face Make-up
2.3.3 Lip Make-up
2.3.4 Nail Make-up
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Eye Make-up
3.1.2 Face Make-up
3.1.3 Lip Make-up
3.1.4 Nail Make-up
3.2 Consumer Profiles by Product Category
3.2.1 Eye Make-up
3.2.2 Face Make-up
3.2.3 Lip Make-up
3.2.4 Nail Make-up
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Make-up Brand Choice and Private Label Shares
4.2.1 Eye Make-up
4.2.2 Face Make-up
4.2.3 Lip Make-up
4.2.4 Nail Make-up
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Make-up
5.1.2 Eye Make-up
5.1.3 Face Make-up
5.1.4 Lip Make-up
5.1.5 Nail Make-up
6 Consumption Impact: Market Valuation
6.1 Make-up Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Make-up 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 Make-up 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 Retailer Volume Share of Organized Retail
7.1.1 Brazil Make-up 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 - Eye Make-up
7.2.2 Retail Share by Volume of Organized Retail - Face Make-up
7.2.3 Retail Share by Volume of Organized Retail - Lip Make-up
7.2.4 Retail Share by Volume of Organized Retail - Nail Make-up
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 Cia Zaffari Switching Analysis
7.3.4 Companhia Brasileira de Distribuicao Switching Analysis
7.3.5 DMA Distribuidora Switching Analysis
7.3.6 Drogasil S.A. Switching Analysis
7.3.7 Irmaos Bretas Switching Analysis
7.3.8 Irmaos Muffato Switching Analysis
7.3.9 Lojas Americanas Switching Analysis
7.3.10 SHV Makro Switching Analysis
7.3.11 Wal-Mart Switching Analysis
7.4 Profiles of End-Consumers of Make-up, 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 Others
7.4.15 Prezunic
7.4.16 SHV Makro
7.4.17 Wal-Mart
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Make-up Market
Table 2: Foreign Exchange Rate – BRL Vs. US$, 2011
Table 3: Brazil Survey Respondent Profile (weighted), 2011
Table 4: Brazil Make-up Value Share (%), by Age Groups, 2011
Table 5: Brazil Make-up Value Share (%), by Gender, 2011
Table 6: Brazil Make-up Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Brazil Make-up Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Brazil Make-up Value Share (%) by Wealth Groups, 2011
Table 9: Brazil Make-up Value Share (%) by Busy Lives Groups, 2011
Table 10: Brazil Eye Make-up Consumer Group Share (% market value), 2011
Table 11: Brazil Face Make-up Consumer Group Share (% market value), 2011
Table 12: Brazil Lip Make-up Consumer Group Share (% market value), 2011
Table 13: Brazil Nail Make-up Consumer Group Share (% market value), 2011
Table 14: Brazil Total Eye Make-up Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Brazil Total Face Make-up Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Brazil Total Lip Make-up Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Brazil Total Nail Make-up Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Brazil Eye Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Brazil Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Brazil Face Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Brazil Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Brazil Lip Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Brazil Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Brazil Nail Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Brazil Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Brazil Eye Make-up Consumer Profiles (% consumers by sub-group), 2011
Table 27: Brazil Face Make-up Consumer Profiles (% consumers by sub-group), 2011
Table 28: Brazil Lip Make-up Consumer Profiles (% consumers by sub-group), 2011
Table 29: Brazil Nail Make-up Consumer Profiles (% consumers by sub-group), 2011
Table 30: Brazil Make-up Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 31: Brazil Eye Make-up Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 32: Brazil Face Make-up Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 33: Brazil Lip Make-up Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 34: Brazil Nail Make-up Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 35: Brazil, Overall Make-up: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 36: Brazil, Eye Make-up: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 37: Brazil, Face Make-up: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 38: Brazil, Lip Make-up: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 39: Brazil, Nail Make-up: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 40: Brazil Make-up Market Value (Brazilian Real million), by Category, 2011
Table 41: Brazil Make-up Market Value (US$ million), by Category, 2011
Table 42: Brazil Make-up Market Volume(Kg m or Ltrs m), by Category, 2011
Table 43: Brazil Make-up Market Share (US$ million), by Category, 2011
Table 44: Brazil Make-up Expenditure Per Capita (Brazilian Real), by Category, 2011
Table 45: Brazil Make-up Expenditure Per Capita (US$), by Category, 2011
Table 46: Brazil Make-up Expenditure Per Household (Brazilian Real), by Category
Table 47: Brazil Make-up Expenditure Per Household (US$), by Category
Table 48: Brazil Make-up Market Volume Share (Kg m or Ltrs m), by Category, 2011
Table 49: Brazil Make-up Consumption Per Capita by Category, 2011
Table 50: Brazil Make-up Consumption Per Household, by Category, 2011
Table 51: Brazil Eye Make-up Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 52: Brazil Face Make-up Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 53: Brazil Lip Make-up Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 54: Brazil Nail Make-up Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 55: Brazil Switchers to Carrefour for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Brazil Switchers From Carrefour for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Brazil Switchers to Cia Zaffari for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Brazil Switchers to Companhia Brasileira de Distribuicao for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Brazil Switchers From Companhia Brasileira de Distribuicao for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Brazil Switchers to DMA Distribuidora for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Brazil Switchers From DMA Distribuidora for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Brazil Switchers to Drogasil S.A. for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Brazil Switchers From Drogasil S.A. for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Brazil Switchers to Irmaos Bretas for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Brazil Switchers From Irmaos Bretas for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Brazil Switchers to Irmaos Muffato for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Brazil Switchers to Lojas Americanas for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Brazil Switchers From Lojas Americanas for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Brazil Switchers to SHV Makro for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Brazil Switchers From SHV Makro for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: Brazil Switchers to Wal-Mart for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Brazil Switchers From Wal-Mart for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2011
Table 74: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 75: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Casino (% by Subgroup, as tracked by the Survey), 2011
Table 76: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Cencosud (% by Subgroup, as tracked by the Survey), 2011
Table 77: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2011
Table 78: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2011
Table 79: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2011
Table 80: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup, as tracked by the Survey), 2011
Table 81: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2011
Table 82: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2011
Table 83: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2011
Table 84: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2011
Table 85: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2011
Table 86: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Others (% by Subgroup, as tracked by the Survey), 2011
Table 87: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2011
Table 88: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2011
Table 89: Brazil Profile of Make-up Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Brazil Make-up Value Share (%), by Age Groups, 2011
Figure 3: Brazil Make-up Value Share (%), by Gender, 2011
Figure 4: Brazil Make-up Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Brazil Make-up Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Brazil Make-up Value Share (%) by Wealth Groups, 2011
Figure 7: Brazil Make-up Value Share (%) by Busy Lives Groups, 2011
Figure 8: Brazil Eye Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Brazil Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Brazil Face Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Brazil Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Brazil Lip Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Brazil Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Brazil Nail Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Brazil Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Brazil Make-up Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 17: Brazil Make-up Market Share (US$ million), by Category, 2011
Figure 18: Brazil Make-up Expenditure Per Capita (US$), by Category, 2011
Figure 19: Brazil Make-up Expenditure Per Household (US$), by Category
Figure 20: Brazil Make-up Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m or Ltrs m), 2011
Figure 21: Brazil Eye Make-up Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 22: Brazil Face Make-up Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 23: Brazil Lip Make-up Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 24: Brazil Nail Make-up Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 25: Brazil People Who Have Switched Retailer for their Make-up Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
