Ľ    Ľ  The Brazilian Men's Toiletries Market: What Consumers Use and Why?

The Brazilian Men's Toiletries Market: What Consumers Use and Why?

Published OnOct, 2013
Pages74
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Cement: 2014 Market Review and Forecast
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Product Synopsis

This report provides the results for the Menís Toiletries market in Brazil from Canadeanís unique, highly detailed study of consumersí 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, the value of the market these trends influence, and brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Menís Toiletries market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Make-up 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 2008Ė2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. While Menís Disposable Razors and Blades may be deemed essential items, Pre-shave Cosmetics, Post-shave Cosmetics, and Aftershaves and Colognes may not, and therefore consumption patterns have been comparatively affected. However, 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?
Consumersí uptake of products and the influence of consumer trends are fundamental causes of change in markets Ė 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 consumption across 26 consumer groups. This data provides 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.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Aftershaves and Colognes, Men's Disposable Razors and Blades, Post-shave Cosmetics, and Pre-shave Cosmetics.
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Consumption frequency analysis reveals that only 8% of Older Young Adults are Heavy users of Pre-shave Cosmetics in Brazil, significantly less than the proportion of Heavy users in the Early Young Adults and Pre-Mid-Lifers age groups. This indicates weak marketing efforts and a limited awareness of Pre-shave cosmetics among this demographic.
Older Young Adults are the less frequent consumers of Aftershaves and Colognes in Brazil. While the Early Young Adults age group has the highest proportion of Heavy users, overall consumption is higher in the Mid-Lifers age group. Older Early Adults record declining consumption in other product categories, which indicates that the same factors are affecting overall consumption of Menís Toiletries in this age group.
Consumption frequency analysis reveals that Older Consumers in Brazil record the lowest use of Disposable Razors and Blades, probably due to reduced concern for personal grooming. This group contains the lowest proportion of Heavy users, but the highest proportion of Light and Non-users.

Key Highlights

Aftershaves & Colognes and Post-shave cosmetics are the smallest categories by value in the Menís Toiletries market in Brazil, with market shares of less than 10% each. Menís Disposable Razors and Blades are the largest market by value.
Aftershaves and Colognes are the Menís Toiletries category with the highest private label penetration with 10%. One reason behind the low private label penetration is Brazilís relatively fragmented organized retail industry, with private label sales typically higher in mature, concentrated retail markets in organized sector.
The New gender behaviors trend affects almost one-third of consumers in the Menís Toiletries market in Brazil. This follows trends in Western markets where men have become more interested in their image and increased their use of cosmetics and toiletries.

Table of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
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)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Men's Toiletries Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Aftershaves & Colognes
3.2.2 Men's Disposable Razors & Blades
3.2.3 Post-Shave Cosmetics Ė Menís
3.2.4 Pre-shave Cosmetics
3.3 Behavioral Trends and Market Value
3.3.1 Aftershaves & Colognes
3.3.2 Men's Disposable Razors & Blades
3.3.3 Post-Shave Cosmetics Ė Menís
3.3.4 Pre-shave Cosmetics
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Aftershaves & Colognes
4.1.2 Men's Disposable Razors & Blades
4.1.3 Post-Shave Cosmetics Ė Menís
4.1.4 Pre-shave Cosmetics
4.2 Consumer Profiles by Product Category
4.2.1 Aftershaves & Colognes
4.2.2 Men's Disposable Razors & Blades
4.2.3 Post-Shave Cosmetics Ė Menís
4.2.4 Pre-shave Cosmetics
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Men's Toiletries Brand Choice and Private Label Consumer Penetration
5.2.1 Aftershaves & Colognes
5.2.2 Men's Disposable Razors & Blades
5.2.3 Post-Shave Cosmetics Ė Menís
5.2.4 Pre-shave Cosmetics
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Men's Toiletries
6.1.2 Aftershaves & Colognes
6.1.3 Men's Disposable Razors & Blades
6.1.4 Post-Shave Cosmetics Ė Menís
6.1.5 Pre-shave Cosmetics
7 Consumption Impact: Market Valuation
7.1 Men's Toiletries Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Men's Toiletries Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Men's Toiletries Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Market
8.1 Retailer Volume Share by Category of Organized Market
8.1.1 Retail Share by Volume - Aftershaves & Colognes of Organized Market
8.1.2 Retail Share by Volume - Men's Disposable Razors & Blades of Organized Market
8.1.3 Retail Share by Volume - Post-Shave Cosmetics Ė Menís of Organized Market
8.1.4 Retail Share by Volume - Pre-shave Cosmetics of Organized Market
8.2 Profiles of End-Consumers of Men's Toiletries, by Retailer Used
8.2.1 Carrefour
8.2.2 Cia Zaffari
8.2.3 Companhia Brasileira de Distribuicao
8.2.4 Drogasil S.A.
8.2.5 Irmaos Muffato
8.2.6 Lojas Americanas
8.2.7 Outro
8.2.8 Prezunic
8.2.9 Wal-Mart
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Men's Toiletries Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Men's Toiletries Value Share (%), by Age Groups, 2012
Table 5: Brazil Men's Toiletries Value Share (%), by Gender, 2012
Table 6: Brazil Men's Toiletries Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Men's Toiletries Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Men's Toiletries Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Men's Toiletries Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Aftershaves & Colognes Consumer Group Share (% market value), 2012
Table 11: Brazil Men's Disposable Razors & Blades Consumer Group Share (% market value), 2012
Table 12: Brazil Post-Shave Cosmetics Ė Menís Consumer Group Share (% market value), 2012
Table 13: Brazil Pre-shave Cosmetics Consumer Group Share (% market value), 2012
Table 14: Brazil Total Aftershaves & Colognes Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Brazil Total Men's Disposable Razors & Blades Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Total Post-Shave Cosmetics Ė Menís Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Brazil Total Pre-shave Cosmetics Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Brazil Aftershaves & Colognes Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Brazil Aftershaves & Colognes Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Brazil Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Post-Shave Cosmetics Ė Menís Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Brazil Post-Shave Cosmetics Ė Menís Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Brazil Pre-shave Cosmetics Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Brazil Pre-shave Cosmetics Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Brazil Aftershaves & Colognes Consumer Profiles (% consumers by sub-group), 2012
Table 27: Brazil Men's Disposable Razors & Blades Consumer Profiles (% consumers by sub-group), 2012
Table 28: Brazil Post-Shave Cosmetics Ė Menís Consumer Profiles (% consumers by sub-group), 2012
Table 29: Brazil Pre-shave Cosmetics Consumer Profiles (% consumers by sub-group), 2012
Table 30: Brazil Men's Toiletries Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 31: Brazil Aftershaves & Colognes Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: Brazil Men's Disposable Razors & Blades Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: Brazil Post-Shave Cosmetics Ė Menís Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: Brazil Pre-shave Cosmetics Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 35: Brazil, Overall Men's Toiletries: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: Brazil, Aftershaves & Colognes: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: Brazil, Men's Disposable Razors & Blades: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: Brazil, Post-Shave Cosmetics Ė Menís: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: Brazil, Pre-shave Cosmetics: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 40: Brazil Men's Toiletries Market Value (Brazilian Real million), by Category, 2012
Table 41: Brazil Men's Toiletries Market Value (US$ million), by Category, 2012
Table 42: Brazil Men's Toiletries Market Volume (Ltrs m or Units m), by Category, 2012
Table 43: Brazil Men's Toiletries Market Value (US$ million), by Category, 2012
Table 44: Brazil Men's Toiletries Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 45: Brazil Men's Toiletries Expenditure Per Capita (US$), by Category, 2012
Table 46: Brazil Men's Toiletries Expenditure Per Household (Brazilian Real), by Category
Table 47: Brazil Men's Toiletries Expenditure Per Household (US$), by Category
Table 48: Brazil Men's Toiletries Market Volume (Ltrs m or Units m), by Category, 2012
Table 49: Brazil Men's Toiletries Consumption Per Capita by Category, 2012
Table 50: Brazil Men's Toiletries Consumption Per Household by Category, 2012
Table 51: Brazil Aftershaves & Colognes Survey-tracked Retailer Shares of Organized Market by Volume (Ltrs m), 2012
Table 52: Brazil Men's Disposable Razors & Blades Survey-tracked Retailer Shares of Organized Market by Volume (Units m), 2012
Table 53: Brazil Post-Shave Cosmetics Ė Menís Survey-tracked Retailer Shares of Organized Market by Volume (Ltrs m), 2012
Table 54: Brazil Pre-shave Cosmetics Survey-tracked Retailer Shares of Organized Market by Volume (Ltrs m), 2012
Table 55: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 56: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 57: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 58: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2012
Table 59: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2012
Table 60: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 61: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Outro (% by Subgroup, as tracked by the Survey), 2012
Table 62: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 63: Brazil: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Men's Toiletries Value Share (%), by Age Groups, 2012
Figure 3: Brazil Men's Toiletries Value Share (%), by Gender, 2012
Figure 4: Brazil Men's Toiletries Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Men's Toiletries Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Men's Toiletries Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Men's Toiletries Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Aftershaves & Colognes Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Aftershaves & Colognes Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Post-Shave Cosmetics Ė Menís Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Post-Shave Cosmetics Ė Menís Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Pre-shave Cosmetics Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Brazil Pre-shave Cosmetics Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Brazil Men's Toiletries Market Share (US$ million), by Category, 2012
Figure 17: Brazil Men's Toiletries Expenditure Per Capita (US$), by Category, 2012
Figure 18: Brazil Men's Toiletries Expenditure Per Household (US$), by Category
Figure 19: Brazil Aftershaves & Colognes Survey-tracked Retailer Shares of Organized Market by Volume (Ltrs m), 2012
Figure 20: Brazil Men's Disposable Razors & Blades Survey-tracked Retailer Shares of Organized Market by Volume (Units m), 2012
Figure 21: Brazil Post-Shave Cosmetics Ė Menís Survey-tracked Retailer Shares of Organized Market by Volume (Ltrs m), 2012
Figure 22: Brazil Pre-shave Cosmetics Survey-tracked Retailer Shares of Organized Market by Volume (Ltrs m), 2012
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