Fall beauty products volume sold till June

Sales of toiletries and beauty in the Brazilian retail had nominal growth of 8% (1.5%) real in the first half of this year compared to the same period last year, according to Nielsen. The performance is below 10 percent advance registered in the same months of 2012, reflecting the worsening of the macroeconomic scenario.
The expansion of billing occurs due to consumer input into new product categories (if hair coloring) and the purchase of more sophisticated products (like the option for aerosol deodorants and liquid soaps and antibacterials).
By volume, sales of health and beauty retreated 0.8 percent, less than the average fall of 2.6% for all consumer goods. With the exception of cleaning items, which show high in volume sold, all other sectors had a sharper fall. The data will be presented today at Beauty Fair, fair of the sector that occurs until Tuesday in Sao Paulo.
The Director of research at Nielsen consumer, Thiago Maia, rescues a company study of 2009, in which respondents indicated in what sectors intended to reduce spending or not in crisis: 86% intended to maintain expenditure on items of beauty. "In the current context of economic slowdown, consumer behavior tends to be similar," he says. Despite weak GDP and the largest indebtedness of population, Macdonald believes that the scenario for the consumption continues positive, benefitted by the decrease of unemployment and the increase in income in recent years.
The good news for retail and industry is that consumers consider buying beauty products something enjoyable, with many options and releases. However, high fidelity to a group of brands that they trust challenges the manufacturers. Maia highlights the importance of executing in stores, since the main consumer brands contact occurs at the point of sale.
In research done by Nielsen at the request of the Organization of the Beauty Fair, the fluff were elected the best place to buy toiletries and beauty. The channel received the highest average rating of 600 consumers in São Paulo, Rio de Janeiro, Porto Alegre and Recife. The other channels were evaluated, catalogues, internet pharmacies, supermarkets and hypermarkets, Department stores, beauty salon and mini-market. Consumers associate the fragrance the qualities of convenience, service and novelties, attributes that also relate to drugstores.
In 2012, the fluff were featured in the sale of beauty products, with a high of 25% in the first half. This year, however, the channel has garnered high of just 3% until June. For Maia, this slowdown is explained by macroeconomic scenario, but also by the performance of pharmacies-which holds a larger share in the revenues of the sector and grew 10% until June. In the last two years, 970 perfumeries were opened, totaling 18.3 thousand units, and a million new homes started to buy on the spot. "It's a channel that is consolidated in consumer perception, but still has plenty of growth potential," says Macdonald.
Data from Nielsen show that 97% of households purchase in more than one channel-the rest just purchase in supermarkets and hypermarkets. Each channel excels in a particular category. The fragrance is featured on depilation and colouring; the pharmacy, in cutlery and enamel; and direct selling in makeup.