Ľ    Ľ  The Brazilian Suncare Market: What Consumers Use and Why?

The Brazilian Suncare Market: What Consumers Use and Why?

Published OnOct, 2013
Pages57
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FormatPDF
Cement: 2014 Market Review and Forecast
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Product Synopsis

This report provides the results for the Suncare 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 Suncare 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 Suncare 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. After-sun, Self-tan, and Sun Protection are not considered essential items and therefore consumption patterns have been comparatively affected. 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: Self-tan and Sun Protection.
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

Female consumers have a 58% share of the Suncare market despite accounting for only 51% of the population. This indicates that Brazilian women tend to have a higher awareness of skin health than men.
Consumer segmentation analysis of the Suncare market in Brazil by wealth group reveals that the Better Off and Affluent wealth groups account for a larger share of the market than the Moderate Income and Hard Pressed wealth groups. This suggests strong potential for premium products.
Consumer segmentation analysis of the Suncare market in Brazil, by the amount of time people have to spare, reveals that the Time Poor and No Time groups account for more than half of the total Suncare market by value. As such, consumers will prize products that provide convenience.

Key Highlights

Private label penetration in the Suncare market in Brazil is minimal, peaking at 5% in the Self-tan and 3% in After-sun product categories. However, this is expected to increase as the Brazilian organized retail market matures and becomes increasingly concentrated.
Distribution of Suncare products in Brazil is highly fragmented, with the three largest organized retailers accounting for 75% of the market by volume. However, the market is expected to increase in concentration is it matures, boosted by investment by large international retailers such as Walmart, Carrefour, and Casino.
Consumer survey results indicate that changing age structures and better value for money are the leading factors shaping consumption of Suncare products in Brazil. Brazilís young population will shape the countryís market as a result of the age groupís sheer size and increasing concentration in urban centers. In addition, the importance of value for money and Suncare product prices for Brazilian consumers shows that suppliers need to focus on differentiating their products through innovation to increase their margins and prevent a cost-cutting race to the bottom.

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 Suncare 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 Self-tan
3.2.2 Sun Protection
3.3 Behavioral Trends and Market Value
3.3.1 Self-tan
3.3.2 Sun Protection
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Self-tan
4.1.2 Sun Protection
4.2 Consumer Profiles by Product Category
4.2.1 Self-tan
4.2.2 Sun Protection
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Suncare Brand Choice and Private Label Consumer Penetration
5.2.1 Self-tan
5.2.2 Sun Protection
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Suncare
6.1.2 Self-tan
6.1.3 Sun Protection
7 Consumption Impact: Market Valuation
7.1 Suncare Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Suncare Value Analysis by Category
7.2.1 Marekt Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Suncare 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 Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share of Organized Retail in Suncare
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share of Organized Retail by Volume - Self-tan
8.2.2 Retail Share of Organized Retail by Volume - Sun Protection
8.3 Profiles of End-Consumers of Suncare, by Retailer Used
8.3.1 Carrefour
8.3.2 Companhia Brasileira de Distribuicao
8.3.3 DMA Distribuidora
8.3.4 Drogasil S.A.
8.3.5 Irmaos Bretas
8.3.6 Lojas Americanas
8.3.7 Outro
8.3.8 Prezunic
8.3.9 Wal-Mart
8.3.10 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Suncare Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Suncare Value Share (%), by Age Groups, 2012
Table 5: Brazil Suncare Value Share (%), by Gender, 2012
Table 6: Brazil Suncare Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Suncare Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Suncare Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Suncare Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Self-tan Consumer Group Share (% market value), 2012
Table 11: Brazil Sun Protection Consumer Group Share (% market value), 2012
Table 12: Brazil Total Self-tan Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 13: Brazil Total Sun Protection Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Brazil Self-tan Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 15: Brazil Self-tan Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 16: Brazil Sun Protection Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Brazil Sun Protection Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Brazil Self-tan Consumer Profiles (% consumers by sub-group), 2012
Table 19: Brazil Sun Protection Consumer Profiles (% consumers by sub-group), 2012
Table 20: Brazil Suncare Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 21: Brazil Self-tan Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 22: Brazil Sun Protection Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 23: Brazil, Overall Suncare: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 24: Brazil, Self-tan: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 25: Brazil, Sun Protection: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 26: Brazil Suncare Market Value (Brazilian Real million), by Category, 2012
Table 27: Brazil Suncare Market Value (US$ million), by Category, 2012
Table 28: Brazil Suncare Market Volume (Units m), by Category, 2012
Table 29: Brazil Suncare Market Value (US$ million), by Category, 2012
Table 30: Brazil Suncare Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 31: Brazil Suncare Expenditure Per Capita (US$), by Category, 2012
Table 32: Brazil Suncare Expenditure Per Household (Brazilian Real), by Category
Table 33: Brazil Suncare Expenditure Per Household (US$), by Category
Table 34: Brazil Suncare Market Volume (Units m), by Category, 2012
Table 35: Brazil Suncare Consumption Per Capita (Units), by Category, 2012
Table 36: Brazil Suncare Consumption Per Household (Units), by Category, 2012
Table 37: Brazil Suncare Survey-tracked Retailer Shares of Organized Retail by Volume (% of Units m), 2012
Table 38: Brazil Self-tan Survey-tracked Retailer Shares of Organized Retail by Volume (Units m), 2012
Table 39: Brazil Sun Protection Survey-tracked Retailer Shares of Organized Retail by Volume (Units m), 2012
Table 40: Brazil: Profile of Suncare Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 41: Brazil: Profile of Suncare Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 42: Brazil: Profile of Suncare Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup, as tracked by the Survey), 2012
Table 43: Brazil: Profile of Suncare Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2012
Table 44: Brazil: Profile of Suncare Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 45: Brazil: Profile of Suncare Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 46: Brazil: Profile of Suncare Consumers Whose Goods Mainly Come From Outro (% by Subgroup, as tracked by the Survey), 2012
Table 47: Brazil: Profile of Suncare Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 48: Brazil: Profile of Suncare Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 49: Brazil: Profile of Suncare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Suncare Value Share (%), by Age Groups, 2012
Figure 3: Brazil Suncare Value Share (%), by Gender, 2012
Figure 4: Brazil Suncare Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Suncare Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Suncare Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Suncare Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Self-tan Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Self-tan Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Sun Protection Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Sun Protection Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Suncare Market Share (US$ million), by Category, 2012
Figure 13: Brazil Suncare Expenditure Per Capita (US$), by Category, 2012
Figure 14: Brazil Suncare Expenditure Per Household (US$), by Category
Figure 15: Brazil Suncare Survey-tracked Retailer Shares of Organized Retail by Volume (% of Units m), 2012
Figure 16: Brazil Self-tan Survey-tracked Retailer Shares of Organized Retail by Volume (Units m), 2012
Figure 17: Brazil Sun Protection Survey-tracked Retailer Shares of Organized Retail by Volume (Units m), 2012
The Future of the Suncare Market in Brazil to 2018
The Future of the Suncare Market in Brazil to 2018 is the result of Canadeanís extensive market research. The report presents detailed analysis on the Suncare consumption trends in Brazil, historic and forecast Suncare consumption volumes and values at market and category level, brand share and distribution channel data. This report brings together
The Future of the Suncare Market in Brazil to 2017: Market Size, Distribution and Brand Share, Key Events and Competitive Landscape
"The Future of the Suncare Market in Brazil to 2017: Market Size, Distribution and Brand Share, Key Events and Competitive Landscape" is the result of Canadeanís extensive market and company research. This report presents detailed analysis on the Suncare consumption trends in Brazil, historic and forecast Suncare consumption volumes and values

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