Synopsis
This report provides the results for the Skincare 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: Body Care, Depilatories, Facial Care, Hand Care and Make-up Remover markets.
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 Skincare 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 Skincare 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. Facial Care, Body Care and Hand Care 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 Skincare 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 Body Care
2.2.2 Depilatories
2.2.3 Facial Care
2.2.4 Hand Care
2.2.5 Make-up Remover
2.3 Behavioral Trends and Market Value
2.3.1 Body Care
2.3.2 Depilatories
2.3.3 Facial Care
2.3.4 Hand Care
2.3.5 Make-up Remover
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Body Care
3.1.2 Depilatories
3.1.3 Facial Care
3.1.4 Hand Care
3.1.5 Make-up Remover
3.2 Consumer Profiles by Product Category
3.2.1 Body Care
3.2.2 Depilatories
3.2.3 Facial Care
3.2.4 Hand Care
3.2.5 Make-up Remover
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Skincare Brand Choice and Private Label Shares
4.2.1 Body Care
4.2.2 Depilatories
4.2.3 Facial Care
4.2.4 Hand Care
4.2.5 Make-up Remover
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Skincare
5.1.2 Body Care
5.1.3 Depilatories
5.1.4 Facial Care
5.1.5 Hand Care
5.1.6 Make-up Remover
6 Consumption Impact: Market Valuation
6.1 Skincare Value Impact of Consumer Consumption Behaviour
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Skincare 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 Skincare Volume Impact of Consumer Behaviour 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 Share by Volume of Organized Retail
7.1.1 Brazil Skincare 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 - Body Care
7.2.2 Retail Share by Volume of Organized Retail - Depilatories
7.2.3 Retail Share by Volume of Organized Retail - Facial Care
7.2.4 Retail Share by Volume of Organized Retail - Hand Care
7.2.5 Retail Share by Volume of Organized Retail - Make-up Remover
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 A. Angeloni Switching Analysis
7.3.3 Carrefour Switching Analysis
7.3.4 Cia Zaffari Switching Analysis
7.3.5 Companhia Brasileira de Distribuicao Switching Analysis
7.3.6 Coop Cooperativa de Consumo Switching Analysis
7.3.7 Drogasil S.A. Switching Analysis
7.3.8 Irmaos Bretas Switching Analysis
7.3.9 Lojas Americanas Switching Analysis
7.3.10 Wal-Mart Switching Analysis
7.4 Profiles of End-Consumers of Skincare, by Retailer Used
7.4.1 Carrefour
7.4.2 Companhia Brasileira de Distribuicao
7.4.3 Coop Cooperativa de Consumo
7.4.4 Drogasil S.A.
7.4.5 Irmaos Bretas
7.4.6 Irmaos Muffato
7.4.7 Lojas Americanas
7.4.8 Prezunic
7.4.9 Wal-Mart
7.4.10 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Skincare Market
Table 2: Foreign Exchange Rate – BRL Vs. US$, 2011
Table 3: Brazil Survey Respondent Profile (weighted), 2011
Table 4: Brazil Skincare Value Share (%), by Age Groups, 2011
Table 5: Brazil Skincare Value Share (%), by Gender, 2011
Table 6: Brazil Skincare Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Brazil Skincare Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Brazil Skincare Value Share (%) by Wealth Groups, 2011
Table 9: Brazil Skincare Value Share (%) by Busy Lives Groups, 2011
Table 10: Brazil Body Care Consumer Group Share (% market value), 2011
Table 11: Brazil Depilatories Consumer Group Share (% market value), 2011
Table 12: Brazil Facial Care Consumer Group Share (% market value), 2011
Table 13: Brazil Hand Care Consumer Group Share (% market value), 2011
Table 14: Brazil Make-up Remover Consumer Group Share (% market value), 2011
Table 15: Brazil Total Body Care Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Brazil Total Depilatories Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Brazil Total Facial Care Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Brazil Total Hand Care Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Brazil Total Make-up Remover Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Brazil Body Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Brazil Body Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Brazil Depilatories Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Brazil Depilatories Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Brazil Facial Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Brazil Facial Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Brazil Hand Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Brazil Hand Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Brazil Make-up Remover Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Brazil Make-up Remover Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Brazil Body Care Consumer Profiles (% consumers by sub-group), 2011
Table 31: Brazil Depilatories Consumer Profiles (% consumers by sub-group), 2011
Table 32: Brazil Facial Care Consumer Profiles (% consumers by sub-group), 2011
Table 33: Brazil Hand Care Consumer Profiles (% consumers by sub-group), 2011
Table 34: Brazil Make-up Remover Consumer Profiles (% consumers by sub-group), 2011
Table 35: Brazil Skincare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 36: Brazil Body Care Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 37: Brazil Depilatories Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: Brazil Facial Care Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: Brazil Hand Care Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: Brazil Make-up Remover Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 41: Brazil, Overall Skincare: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: Brazil, Body Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: Brazil, Depilatories: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: Brazil, Facial Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: Brazil, Hand Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: Brazil, Make-up Remover: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: Brazil Skincare Market Value (Brazilian Real million), by Category, 2011
Table 48: Brazil Skincare Market Value (US$ million), by Category, 2011
Table 49: Brazil Skincare Market Volume (Ltrs m), by Category, 2011
Table 50: Brazil Skincare Market Share (US$ million), by Category, 2011
Table 51: Brazil Skincare Expenditure Per Capita (Brazilian Real), by Category, 2011
Table 52: Brazil Skincare Expenditure Per Capita (US$), by Category, 2011
Table 53: Brazil Skincare Expenditure Per Household (Brazilian Real), by Category
Table 54: Brazil Skincare Expenditure Per Household (US$), by Category
Table 55: Brazil Skincare Market Volume Share (Ltrs m), by Category, 2011
Table 56: Brazil Skincare Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 57: Brazil Skincare Consumption Per Household (Ltrs m / Households m), by Category, 2011
Table 58: Brazil Skincare Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Ltrs m), 2011
Table 59: Brazil Body Care Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 60: Brazil Depilatories Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 61: Brazil Facial Care Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 62: Brazil Hand Care Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 63: Brazil Make-up Remover Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 64: Brazil: Switchers to A. Angeloni for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Brazil: Switchers From A. Angeloni for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Brazil: Switchers to Carrefour for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Brazil: Switchers From Carrefour for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Brazil: Switchers to Cia Zaffari for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Brazil: Switchers From Cia Zaffari for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Brazil: Switchers to Companhia Brasileira de Distribuicao for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: Brazil: Switchers From Companhia Brasileira de Distribuicao for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Brazil: Switchers to Coop Cooperativa de Consumo for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Brazil: Switchers From Coop Cooperativa de Consumo for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Brazil: Switchers to Drogasil S.A. for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Brazil: Switchers From Drogasil S.A. for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Brazil: Switchers to Irmaos Bretas for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Brazil: Switchers From Irmaos Bretas for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Brazil: Switchers to Lojas Americanas for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Brazil: Switchers From Lojas Americanas for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Brazil: Switchers to Wal-Mart for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Brazil: Switchers From Wal-Mart for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Brazil: Profile of Skincare Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 83: Brazil: Profile of Skincare Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2011
Table 84: Brazil: Profile of Skincare Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2011
Table 85: Brazil: Profile of Skincare Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2011
Table 86: Brazil: Profile of Skincare Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2011
Table 87: Brazil: Profile of Skincare Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2011
Table 88: Brazil: Profile of Skincare Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2011
Table 89: Brazil: Profile of Skincare Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2011
Table 90: Brazil: Profile of Skincare Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
Table 91: Brazil: Profile of Skincare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Brazil Skincare Value Share (%), by Age Groups, 2011
Figure 3: Brazil Skincare Value Share (%), by Gender, 2011
Figure 4: Brazil Skincare Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Brazil Skincare Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Brazil Skincare Value Share (%) by Wealth Groups, 2011
Figure 7: Brazil Skincare Value Share (%) by Busy Lives Groups, 2011
Figure 8: Brazil Body Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Brazil Body Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Brazil Depilatories Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Brazil Depilatories Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Brazil Facial Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Brazil Facial Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Brazil Hand Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Brazil Hand Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Brazil Make-up Remover Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Brazil Make-up Remover Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Brazil Skincare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 19: Brazil Skincare Market Share (US$ million), by Category, 2011
Figure 20: Brazil Skincare Expenditure Per Capita (US$), by Category, 2011
Figure 21: Brazil Skincare Expenditure Per Household (US$), by Category
Figure 22: Brazil Skincare Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Ltrs m), 2011
Figure 23: Brazil Body Care Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 24: Brazil Depilatories Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 25: Brazil Facial Care Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 26: Brazil Hand Care Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 27: Brazil Make-up Remover Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 28: Brazil: People Who Have Switched Retailer for their Skincare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
