Tuesday, November 03, 2015

Despite the slowdown, industry must grow 30% until 2018

The Brazilian market personal care products should grow 30% between 2015 and 2018, below the 53% increase in the four previous years, but still superior to other major global markets, with the exception of China, according to a study of British research firm Mintel.
The sector will advance with less force in Brazil due to the drop in consumer confidence, the lowest level of employment and the economic downturn. In the four years ended in 2018 the only categories with chance of accelerated expansion in the period of 2011 to 2014 are deodorant, sunscreen and hair dye. Vivienne Rudd, global innovation Director for personal care market of Mintel, remember the "Lipstick effect", that makes people spend more on beauty products during times of economic difficulty, in the name of self-esteem. Among the manufacturers, the most appropriate strategy right now is to improve the cost-benefit relationship with larger packages, promotions or combinations of products, says the expert.
The Brazil is today the largest market of perfumes in the world, but tends to get the 2018 in second place, according to Mintel. In deodorants, must climb a placement and achieve global leadership. The country also tends to grow from third to second largest consumer.
The Mintel identifies three main trends for the sector in the coming years. The first is the growth of curatorship, namely, indications of how products can be combined and suit the everyday needs. For that, you have to find clear information and precise labels about ingredients and clinical trials. Products for protection of the external environment and the damage such as pollution and solar radiation, and prosperity are also gaining more space in the budget for the consumer. Thirdly, the technology must lead to changes in the way of measuring the results of cosmetics, personal care habits change, while applications suggest personalized treatments.
In the categories with high growth potential, especially for items intended for the male audience. The men were responsible for 35% of spending on health and beauty products in June 2015, according to research from Nielsen.
Male products considered basic need 2.3% in the comparison between grew June 2014 and the same month of 2015. Just shampoo had significant increase in relation to the total market. Conditioner spending decreased. "In many cases, the male audience consumes items that were not created specifically for him and choose to products used at home for the whole family," says Margaret Utimura, industry specialist from Nielsen.
The research firm highlights the importance to make clear the segmentation by gender at the point of sale and focus on communication in promotional actions that lead to the public knowledge about the differences in wording. Networks of pharmacies like CVS already have American all-male stores abroad.
According to Nielsen, the men use the internet for, are faithful to brands, like refreshment and sporty appeal. Between the occasional items such as perfume and aftershave, spending went up 10% compared to the previous year in the month of June.
According to Mintel, 26% of Brazilian men are concerned about signs of aging on the skin and 22% with oily skin, higher index to United States or United Kingdom. Products for facial hair, like creams to stimulate the growth of beard, are featured in innovation.
Valor Economico
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