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Beauty Retailing - Brazil

Published OnJul, 2013
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Cement: 2014 Market Review and Forecast
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INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Brazilian health and beauty retail revenues, 2008-12
Figure 2: Consumer Price Index and index of per-capita expenditure on health and beauty and food retail, 2008-12
Figure 3: Number of health and beauty retail stores in Brazil, 2008-12
Figure 4: Market share of health and beauty retail channels in Brazil, by number of stores and value, 2011
Forecast
Figure 5: Forecast of Brazilian health and beauty retail stores, 2008-18
Figure 6: Forecast of Brazilian health and beauty retail revenues, 2008-18
Companies
Figure 7: Market share of top 10 Brazilian health and beauty retailers, by value, 2008-11
Figure 8: Market share of main health and beauty retailers in Brazil, by value, 2011
Figure 9: Brazilian market share of top 10 health and beauty retailers in Brazil, number of stores, 2008-11
The issues
Are beauty retailers capitalizing on the male grooming market?
Figure 10: Most frequent channels for the purchase of beauty products, in the last 12 months, by gender, January 2013
What women like: each consumer type has their own beauty retail preferences
Figure 11: Women who consider listed factors as “very important” or “important” when purchasing beauty products, by age group, January 2013
The direct selling channel does not fully utilize its sales potential in Brazil
Figure 12: Conversion from declared to effective preference for the direct selling channel, January 2013
Understanding local and regional differences in consumer behavior is key to successful strategies
Figure 13: Consumers who have visited two or more channels to buy beauty products in the last 12 months, by Brazilian region, January 2013
What we think
ARE BEAUTY RETAILERS CAPITALIZING ON THE MALE GROOMING MARKET?
Key points
Unlike women, men have a clear preference for buying beauty products in stores
Figure 14: Beauty products purchasing channels in the last 12 months, by gender, January 2013
Figure 15: Most frequent channel for the purchase of beauty products in the last 12 months, by gender, January 2013
Men’s loyalty to stores seems to be related to convenience and practicality
Figure 16: Consumers who bought beauty products in a single channel in the last 12 months, by gender, January 2013
Figure 17: Consumers who buy beauty products always in the same stores, by gender, January 2013
Figure 18: Consumers who consider factors as “very important” or “important” in the purchase of beauty products, by gender, January 2013
Figure 19: Importance given to the advice by store assistants, by all men and those who are loyal to the same stores, January 2013
An opportunity for dedicated men’s beauty sections or men-only stores
Figure 20: Men's purchase of beauty products in the last 12 months by type of store, January 2013
Online retail is a good opportunity to reach male consumers
What it means
WHAT WOMEN LIKE: EACH CONSUMER PROFILE HAS ITS OWN BEAUTY RETAIL PREFERENCES
Key points
Younger women are much more involved in the beauty world, valuing variety and innovation in products
Figure 22: number of channels used by women when purchasing beauty products, by age group, January 2013
Figure 23: Channels used by women when purchasing beauty products, by age group, January 2013
Figure 24: Women who consider listed factors as “very important” or “important” in the purchase of beauty products, by age group, January 2013
The moment of purchase is key for more mature women
Figure 25: Evolution of the percentage of women aged 45+ who are economically active* in Brazil, 2000 and 2010
Figure 26: Women who consider listed factors as “very important” or “important” in the purchase of beauty products, by age group, January 2013
Due to a tight budget, low-income women cannot afford to make mistakes when buying beauty products
Figure 27: Number of different channels used by women when purchasing beauty products, by socioeconomic group, January 2013
Figure 28: Usage of selected channels among women when buying beauty products, by socioeconomic group, January 2013
Figure 29: Women who consider the factors listed as “very important” or “important” when buying beauty products, by socioeconomic group, January 2013
What it means
THE DIRECT SELLING CHANNEL DOES NOT UTILIZE ITS FULL SALES POTENTIAL IN BRAZIL
Key points
The direct selling channel benefits the least from the behavior of today’s multichannel consumers
Figure 30: Purchasing of beauty products from store-based retail and door to door channel in the last 12 months, by gender, January 2013
Figure 31: Beauty products distribution channels used in the last 12 months, by gender, January 2013
Figure 32: Number of different distribution channels used by consumers when purchasing beauty products, by gender, January 2013
Figure 33: Channels used to purchase beauty products by number of channels visited by consumers when purchasing beauty products, January 2013
The majority of consumers who prefer buying beauty products from catalogs end up buying them in the store-based retail channel
Figure 34: Channel used to buy beauty products in the last 12 months by consumers who report to prefer buying beauty products from catalogs, January 2013
Figure 35: Most frequent channel when buying beauty products in the last 12 months among consumers who report to prefer buying beauty products from catalogs, January 2013
Figure 36: Conversion of declared preference to effective preference in buying from a catalogue, January 2013
Figure 37: Channels used when buying beauty products in the last 12 months by consumers who said they prefer buying beauty products from catalogs, January 2013
Direct selling companies are less associated with launches and promotions than store-based retailers
Figure 38: Comparison of the channel usually used when buying beauty products in the last 12 months among consumers who buy beauty products and those who cite buying whatever is on promotion, January 2013
Figure 39: Comparison of usage of different retail channels for the purchase of beauty products in the last 12 months among consumers who buy beauty products and those who said they buy whatever is on special offer, January 2013
Figure 40: Comparison of the usual channel when buying beauty products in the last 12 months among all consumers who buy beauty products and those who prefer to go to stores that offer new product launches, January 2013
Figure 41: Comparison of usage of retail channels for the purchase of beauty products in the last 12 months among consumers who buy beauty products and those who said they prefer to go to stores that offer new launches, January 2013
What it means
UNDERSTANDING REGIONAL SHOPPING HABITS IS KEY TO SUCCESSFUL STRATEGIES
Key points
The importance of distribution channels varies by region
Figure 42: Consumers who have used 2 or more channels to buy beauty products in the last 12 months, by Brazilian region, January 2013
Figure 43: Channels for the purchase of beauty products in the last 12 months, average Brazil and the North Region, January 2013
Figure 44: Purchase of beauty products by channel in the last 12 months, average Brazil and the North-East region, January 2013
Figure 45: Purchase of beauty products by channel in the last 12 months, average Brazil and the Central-West region, January 2013
Figure 46: Purchase of beauty products by channel in the last 12 months, average Brazil and the South-East region, January 2013
Figure 47: Purchase of beauty products by channel in the last 12 months, average Brazil and the South region, January 2013
Consumers in Belo Horizonte are the most loyal, but good sales advice could change their minds
Figure 48: Consumer attitudes toward buying beauty product, by city, January 2013
Figure 49: Purchase of beauty products by channel in the last 12 months, average Brazil and Belo Horizonte, January 2013
Figure 50: Consumers who consider factors as very important or important in the purchase of beauty products, Brazilian average and Belo Horizonte, January 2013
CHAID analysis
Methodology
Beauty retailers—Advice in stores
Figure 51: Beauty retail—CHAID analysis, January 2013
Figure 52: Beauty retail—CHAID analysis—result chart, January 2013
What it means
APPENDIX – MARKET DATA
Figure 53: Brazilian health and beauty retail sales, by value, 2008-12
Figure 54: Number of health and beauty retail stores in Brazil, 2008-12
Figure 55: Number of health and beauty retail stores in Brazil, by segment, 2011
Figure 56: Sales of Brazilian health and beauty retail, by segment, by value, 2011
Figure 57: Number of health and beauty retail stores in Brazil, 2008-12
Figure 58: Revenues of health and beauty retail stores in Brazil, 2008-11
Figure 59: Forecast of the number of health and beauty retail stores in Brazil, 2013-17
APPENDIX – THE CONSUMER – BEAUTY PRODUCTS PURCHASING CHANNELS
Figure 61: Purchasing channels for beauty products, January 2013
Figure 62: Most popular channels for the purchase of beauty products, January 2013
Figure 63: Next most popular channels for the purchase of beauty products, by demographics, January 2013
Figure 64: Other channels for the purchase of beauty products, January 2013
Figure 65: Most popular beauty retail channels, by gender and socioeconomic groups, January 2013
Figure 66: Next most popular beauty retail channels, by gender and socioeconomic groups, January 2013
Figure 67: Other beauty retail channels, by gender and socioeconomic groups, January 2013
Figure 68: Number of channels consumers bought beauty products from, by demographics, January 2013
Figure 69: Beauty products purchasing channel, by most common attitudes towards beauty products and treatments, January 2013
Figure 70: Beauty products purchasing channel, by other attitudes towards beauty products and treatments, January 2013
Usual way of shopping for beauty products
Figure 71: Usual way of shopping for for beauty products, January 2013
Figure 72: Usual way of shopping for for beauty products, by demographics, January 2013
Figure 73: Usual way of shopping for beauty products, by most popular channel for purchasing beauty products, January 2013
Figure 74: Usual way of shopping for beauty products, by next most popular channels for purchasing beauty products, January 2013
Figure 75: Usual way of shopping for beauty products, by other channels for purchasing beauty products, January 2013
Figure 76: Usual way of shopping for beauty products, by most common attitudes towards beauty products and treatments, January 2013
Figure 77: Usual way of shopping for beauty products, by other attitudes towards beauty products and treatments, January 2013
APPENDIX – KEY FACTORS IN PURCHASE DECISION
Figure 78: Key factors in beauty products purchase decision, January 2013
Figure 79: Most important factors in beauty products purchase decisions, by demographics, January 2013
Figure 80: Least important factors in beauty products purchase decisions, by demographics, January 2013
Figure 81: Most important factors in beauty products purchase decisions, by gender and socioeconomic group, January 2013
Figure 82: Least important factors in beauty products purchase decisions, by gender and socioeconomic group, January 2013
Figure 83: Key factors in beauty products purchasing decisions, by most popular channels for buying beauty products, January 2013
Figure 84: Key factors in beauty products purchasing decisions, by next most popular channels for buying beauty products, January 2013
Figure 85: Key factors in beauty products purchasing decisions, by other channels used for buying beauty products, January 2013
Figure 86: Key factors in beauty products purchasing decisions, by most common attitudes towards beauty products and treatments, January 2013
Figure 87: Key factors in beauty products purchasing decisions, by other attitudes towards beauty products and treatments, January 2013
Figure 88: Least important factors in beauty products purchasing decisions, by most popular channels for purchasing beauty products, January 2013
Figure 89: Least important factors in beauty products purchasing decisions, by other popular channels for buying beauty products, January 2013
Figure 90: Least important factors in beauty products purchasing decisions, by other channels for buying beauty products, January 2013
Figure 91: Least important factors in beauty products purchasing decisions, by most common attitudes towards beauty products and treatments, January 2013
Figure 92: Least important factors in beauty products purchasing decisions, by other attitudes towards beauty products and treatments, January 2013
Figure 93: Key factors in beauty products purchasing decisions, by most popular attitudes towards beauty products and treatments, January 2013
Figure 94: Key factors in beauty products purchasing decisions, by next most popular attitudes towards beauty products and treatments, January 2013
Figure 95: Key factors in beauty products purchasing decisions, by other attitudes towards beauty products and treatments, January 2013
APPENDIX – ATTITUDES TOWARDS BEAUTY TREATMENT/PRODUCTS
Figure 96: Attitudes towards beauty treatments/products, January 2013
Figure 97: Most common attitudes towards beauty treatments/products, by demographics, January 2013
Figure 98: Other attitudes towards beauty treatments/products, by demographics, January 2013
Figure 99: Most common attitudes towards beauty treatment/products, by gender and socioeconomic group, January 2013
Figure 100: Next most popular attitudes towards beauty treatment/products, by gender and socioeconomic group, January 2013
Figure 101: Other attitudes towards beauty treatment/products, by gender and socioeconomic group, January 2013
Figure 102: Attitudes towards beauty treatments/products, by most popular channels for buying beauty products, January 2013
Figure 103: Attitudes towards beauty treatments/products, by next most popular channels for buying beauty products, January 2013
Figure 104: Attitudes towards beauty treatments/products, by other channels for buying beauty products, January 2013
Figure 105: Attitudes towards beauty treatments/products, by most popular way of buying, January 2013

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