Natura beats Unilever and lead market

Three years after losing the lead in cosmetics and personal care market in the country for the anglo-Dutch Unilever, Natura regained the post in 2017 thanks to performance in the categories of perfumes and skin care. According to research firm Euromonitor, moved R $106.3 billion last year, a rise of 3.2% on 2016. Natura & Co, which brings together corporate brand Natura, Aesop and The Body Shop, closed the period with market share of 11.7%, 0.9 percentage point increase compared to 2016. Unilever got a slice of 11.1%, 1.5 percentage point loss. The Boticário Group continued in the third position, with 10.8% of total sales, a slight increase of 0.2 percentage point. "The companies have faced a more competitive environment due to the economy. Consumers kept changing and companies have stepped up the dispute over price, "said Elton Morimitsu, senior analyst at Euromonitor. In 2017, the highlight was the fragrance category, driven by promotions. The Brazil followed as fourth largest beauty market in the world, with revenues of $ $32.1 billion. The biggest consumers of cosmetics and toiletries are the Americans, who reached $ $86 billion last year. Then it comes to China, with $ $53.5 billion. The Japan ranked third, with revenues of $ $36.1 billion. Morimitsu said that Natura was benefited by the relaunch of antissinais Chronos creams line with new formula, packaging and communication strategy. According to him, the effect on the ranking of the British network's acquisition of The Body Shop by the brazilian company last year was marginal. Sought by the value, Nature and Unilever had no comment. The analyst said that the clash with Procter Gamble in & hair products and with the Colgate-Palmolive in the category of soaps has damaged the Unilever, owner of the brands Dove, Lux, TRESemmé and silk. "The P&G has invested in Pantene and gained space. While Colgate, [with Palmolive and Protex] has cheapest portfolio, "he added. L ' Oréal has kept the market share before 2016, with 7.3%, followed by Colgate-Palmolive (6.6%), Avon (5.6%), P&G (5%), Johnson Johnson (4.1%), & Coty (3.9%) and Beiersdorf, which holds the brand Nivea, with 3.1%, closing the list of the ten largest companies. On disclosure of yesterday, Euromonitor made a set number of 2016 of Coty, which owns the brands Adidas and monango Bozzano. With this, the company occupied the ninth and eighth placing, not as depicted earlier lifting of the consultancy. According to the updates, the Coty appears in ninth position both in 2017 as the previous year. According to Morimitsu, in the area of perfumery, the brazilian direct sales company Hinode, which is not among the ten largest in the industry, ranked third, with 7.1% stake. In first place is the Apothecary Group (29.7%) and, second, the Natura (22.5%). The segment moved R $23 billion in 2017.