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Beauty and Personal Care in Brazil


一、调研说明

中商情报网全新发布的《Beauty and Personal Care in Brazil

》主要依据国家统计局、国家发改委、商务部、中国海关、国务院发展研究中心、行业协会、

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结合深入的市场调研资料，由中商情报网的资深专家和研究人员的分析。首先，报告对本行业

的特征及国内外市场环境进行描述，其次，对本行业的上下游产业链，市场供需状况及竞争格

局等进行了细致的详尽剖析，接着报告中列出数家该行业的重点企业，并分析相关经营财务数

据。最后，对该行业未来的发展前景，投资风险及投资策略给出科学的建议。本报告是行业生

产、贸易、经销等企业在激烈的市场竞争中洞察市场先机，根据市场需求及时调整经营策略，

为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学

的决策依据。

报告名称 Beauty and Personal Care in Brazil

出版日期 May/2011

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二、报告目录

【About this report】：

This market report provides market trend and market growth analysis of the Beauty and Personal Care

industry in Brazil. With this market report, you’ll be able to explore in detail the changing shape and

potential of the industry. You will now be able to plan and build strategy on real industry data and proj

ections.

The Beauty and Personal Care in Brazil market research report includes:

§Analysis of key supply-side and demand trends

§Detailed segmentation of international and local products

§Historic volumes and values, company and brand market shares


§Five year forecasts of market trends and market growth

§Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

§What is the market size of Beauty and Personal Care in Brazil?

§What are the major brands in Brazil?

§How are sales of mass versus premium beauty products evolving?

§What are the key shifts in retail channel distribution?

Why buy this report?

§Gain competitive intelligence about market leaders

§Track key industry trends, opportunities and threats

§Inform your marketing, brand, strategy and market development, sales and supply functions

Each report is delivered with the following components:

Report: PDF and Word

Market statistics: Excel workbook

Sample Analysis

EXECUTIVE SUMMARY

Brazilians continue to spend on beauty and personal care products

The Brazilian beauty and personal care market continued to present double-

digit growth in 2010. At the time the most developed markets still presented sluggish growth, and the

South American giant showed resilience in consumption of beauty and personal care products and con

tinues to be one of the driving engines of global growth for this industry. In addition, the rapid appreci

ation of the real against the US dollar placed per capita consumption of beauty and personal care prod

ucts in Brazil a few dollars short of the average US consumer spend on beauty and personal care prod

ucts annually.

The largest local specialist moves to direct selling

A key 2010 event was the announcement of the leader in beauty specialist retailer – Botica/O Boticári

o – to enter into direct selling, with operations starting in the northeast region under the Eudora brand.

The company expects to quickly gain traction through this channel by capitalising on its brand equity,

offering good quality products at attractive prices, and focusing mainly on emerging socioeconomic gr

oups, particularly, C and D economic strata consumers. This new distribution strategy adopted by the

company will directly reach Natura and Avon Cosméticos, the two main players in this business mode

l.


Natura, Procter & Gamble and Botica/O Boticário increase their market share

Despite intense competition among leading companies in 2010, three players – Natura, Procter & Gam

ble and Botica/O Boticário – achieved the biggest increases in value share in the year. Constant innova

tion in terms of new products, high investments in marketing activities and future expansion plans are

common strategies used by these companies to improve their performance. On the other hand, Avon C

osméticos was disappointed with a weak performance in the year as a consequence of problems relate

d to its transfer to a new distribution centre in Cabreúva.

Large direct selling and beauty specialist retailers channels characterise BPC

Sales of beauty and personal care products (BPC) through the direct selling channel accounted for alm

ost one-

third of all sales in 2010. Even though there is an overall industry consensus that once retail develops

and consolidates then direct selling will begin to lose ground, it is likely that this retail consolidation c

ould take another decade. Hence direct selling is set to continue to have a strong presence in the short t

o mid-

term. Large beauty specialist retailers such as O Boticário, which currently has more than 2,500 outlet

s in Brazil, will continue to lure investments from other specialists looking for a piece of the action. D

uring this current research, Euromonitor picked up evidence that further investments in direct selling a

nd beauty specialists are expected for the 2011-

2015 period. In addition, a new law changing OTC product display regulations in the parapharmacies/

drugtores channel has left a great deal of shelf space available for beauty and personal care products in

stores, which should benefit sales of these products as the channel develops and consolidates.

Positive growth is expected over the 2010-2015 period

Beauty and personal care in the Brazilian market will see strong constant value during the 2010-

2015 period but will nevertheless be slower than the previous five years. Despite high penetration of s

ome products, there is still considerable potential for growth in the coming years, in which colour cos

metics, depilatories and fragrances will register the most dynamic performance in constant value sales.

On the other hand, hair care and fragrances will continue to be the largest sectors within beauty and p

ersonal care between 2010 and 2015.

【Table of Contents】：

Beauty and Personal Care in Brazil - Industry Overview


EXECUTIVE SUMMARY

Brazilians continue to spend on beauty and personal care products

The largest local specialist moves to direct selling

Natura, Procter & Gamble and Botica/O Boticário increase their market share

Large direct selling and beauty specialist retailers channels characterise BPC

Positive growth is expected over the 2010-2015 period

KEY TRENDS AND DEVELOPMENTS

Competitive environment

Drugstores continue to increase market share in beauty and personal care

Multinationals show an interest in entering/reinforcing their positions in Brazil

Leading players expand distribution centres in view of future market growth

Lower-income earners remain key consumers of BPC

MARKET DATA

· Table 1 Sales of Beauty and Personal Care by Category: Value 2005-2010

· Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2005-2010

· Table 3 Sales of Premium Cosmetics by Category: Value 2005-2010

· Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2005-2010

· Table 5 Beauty and Personal Care Company Shares by NBO 2006-2010

· Table 6 Beauty and Personal Care Company Shares by GBO 2006-2010

· Table 7 Beauty and Personal Care Brand Shares by GBN 2007-2010

· Table 8 Penetration of Private Label by Category 2005-2010

· Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2005-2010

· Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis 20

10

· Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2010-2015

· Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015

· Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2010-2015

· Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2010-2015

DEFINITIONS

· Summary 1 Research Sources

Beauty and Personal Care in Brazil - Company Profiles

Avon Cosméticos Ltda in Beauty and Personal Care (Brazil)

STRATEGIC DIRECTION

KEY FACTS


COMPANY BACKGROUND

PRODUCTION

· Summary 4 Avon Cosméticos Ltda: Production Statistics 2010

COMPETITIVE POSITIONING

· Summary 5 Avon Cosméticos Ltda: Competitive Position 2010

Belocap Produtos Capilares Ltda in Beauty and Personal Care (Brazil)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

· Summary 8 Belocap Produtos Capilares Ltda: Production Statistics 2010


· Summary 9 Belocap Produtos Capilares Ltda: Competitive Position 2010

Botica Comercial Farmacêutica Ltda in Beauty and Personal Care (Brazil)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

· Chart 1 Botica Comercial Farmacêutica Ltda in São Paulo

INTERNET STRATEGY


· Summary 12 Botica Comercial Farmacêutica Ltda: Competitive Position 2010

Colgate-Palmolive Indústria e Comércio Ltda in Beauty and Personal Care (Brazil)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

· Summary 14 Colgate-Palmolive Indústria e Comércio Ltda: Production Statistics 2010


· Summary 15 Colgate-Palmolive Indústria e Comércio Ltda: Competitive Position 2010

Hypermarcas SA in Beauty and Personal Care (Brazil)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION



· Summary 18 Hypermarcas SA: Competitive Position 2010

Natura Cosméticos SA in Beauty and Personal Care (Brazil)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

· Summary 21 Natura Cosméticos SA: Production Statistics 2010


· Summary 22 Natura Cosméticos SA: Competitive Position 2010

Niely do Brasil Industrial Ltda in Beauty and Personal Care (Brazil)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

· Summary 25 Niely do Brasil Industrial Ltda: Production Statistics 2010


· Summary 26 Niely do Brasil Industrial Ltda: Competitive Position 2010

Phitoteraphia Biofitogenia Laboratorial Biota Ltda in Beauty and Personal Care (Brazil)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND


· Summary 29 Phitoteraphia Biofitogenia Laboratorial Biota Ltda: Competitive Position 2010

Procter & Gamble do Brasil SA in Beauty and Personal Care (Brazil)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

· Summary 31 Procter & Gamble do Brasil SA: Production Statistics 2010


· Summary 32 Procter & Gamble do Brasil SA: Competitive Position 2010

Unilever Brasil Ltda in Beauty and Personal Care (Brazil)

STRATEGIC DIRECTION


KEY FACTS

COMPANY BACKGROUND


· Summary 35 Unilever Brasil Ltda: Competitive Position 2010

Baby Care in Brazil - Category Analysis

HEADLINES

TRENDS

· After many years without any new investments in baby care, Avon Cosméticos launched at the end o

f 2010 a new line for girls – Barbie – under license from Mattel. The new line includes other baby care

products such as baby hair care (2-in-

1 ones), baby fragrances, baby skin care (body lotions) and make-

up (lip gloss). As a consequence, the company expects to increase its market share in 2011 and intensi

fy competition with leading companies in that sector.

COMPETITIVE LANDSCAPE

· Natura Cosméticos led sales of baby care products, recording a retail value share of 21% in 2010. Th

e company has a leading position in almost all categories under Natura Mamãe e Bebê and Natura Nat

uré brands, ranking in second and third place by local brand name in 2010, respectively. Ongoing inno

vations and a marketing plan involving the popularity of its well-

marketed Natura brand have been its main strategies in holding the top position in this sector.

PROSPECTS

· Baby care is expected to register moderate growth with a CAGR of 5% in constant value terms durin

g the 2010-

2015 period. According to the Brazilian Institute of Geography and Statistics (IBGE), the number of c

hildren per family has decreased in recent years, which explains the lower-than-

average performance of 15% in current value terms for the overall beauty and personal care industry.

CATEGORY DATA

· Table 15 Sales of Baby Care by Category: Value 2005-2010

· Table 16 Sales of Baby Care by Category: % Value Growth 2005-2010

· Table 17 Baby Care Premium Vs Mass % Analysis 2005-2010

· Table 18 Baby Care Company Shares 2006-2010

· Table 19 Baby Care Brand Shares by GBN 2007-2010

· Table 20 Baby Skin Care Brand Shares by GBN 2007-2010

· Table 21 Baby Sun Care Brand Shares by GBN 2007-2010

· Table 22 Forecast Sales of Baby Care by Category: Value 2010-2015


· Table 23 Forecast Sales of Baby Care by Category: % Value Growth 2010-2015

· Table 24 Forecast Baby Care Premium Vs Mass % Analysis 2010-2015

Bath and Shower in Brazil - Category Analysis

HEADLINES

TRENDS

· In 2009, sales of liquid soap increased both in volume and value terms largely boosted by the H1N1

scare. Afterwards in 2010, the leading company Colgate-

Palmolive with its Protex brand and the new entrants by Reckitt Benckiser and Unilever with their Det

tol and Lifebuoy brands, respectively, have heavily invested in advertising through television and med

ia to emphasise the importance of antibacterial liquid soaps’ use in the prevention of spread of germs a

nd diseases.


· Unilever and Natura Cosméticos were the leading companies in value share within bath and shower s

ector in 2010 at 23% and 14%, respectively. Despite concentrating marketing efforts to maintain its le

ading position, Unilever’s market share declined slightly compared to the previous year, while Natura

Cosméticos’ share grew by half a percentage point over 2009.

PROSPECTS

· Bath and shower should register moderate constant value growth of 27% during the 2010-

2015 period, considering that the biggest category, bar soap, reached relative maturity over recent year

s. However, the new developing segments such as liquid soap, body wash/shower gel and intimate hyg

iene products will grow by healthy rates between 2010 and 2015.

CATEGORY DATA

· Table 25 Sales of Bath and Shower by Category: Value 2005-2010

· Table 26 Sales of Bath and Shower by Category: % Value Growth 2005-2010

· Table 27 Bath and Shower Premium Vs Mass % Analysis 2005-2010

· Table 28 Bath and Shower Company Shares 2006-2010

· Table 29 Bath and Shower Brand Shares by GBN 2007-2010

· Table 30 Bath and Shower Premium Brand Shares by GBN 2007-2010

· Table 31 Forecast Sales of Bath and Shower by Category: Value 2010-2015

· Table 32 Forecast Sales of Bath and Shower by Category: % Value Growth 2010-2015

· Table 33 Forecast Bath and Shower Premium Vs Mass % Analysis 2010-2015

Colour Cosmetics in Brazil - Category Analysis

HEADLINES

TRENDS


· Natura Cosméticos and Botica (O Boticário) launched innovative lines of colour cosmetics under Na

tura Una and Make B brands, respectively, to compete with the leading player Avon in 2010. On the o

ne hand, Natura Una is positioned as a masstige make-

up brand, introducing sophistication under high performance and sustainability. On the other hand, Bo

tica (O Boticário) introduced the Make B brand, which brings the concept of a new line of colour cos

metics under high definition technology.


· Avon Cosméticos remained the leading player in 2010 with a 34% value share. The company’s reput

ation for providing good quality at a comparatively low price is a key reason for its success within col

our cosmetics. In addition, the company has a wide network of sales representatives besides the contin

ued product innovations coupled with intense advertising campaigns.

PROSPECTS

· Colour cosmetics is expected to perform very well during the 2010-

2015 period, achieving the second highest growth within beauty and personal care industry with a CA

GR of 11% in constant value terms. There is still potential to boost demand for facial make-

up and eye make-up considering their low penetration rate relative to other make-

up items such as lip and nail products among women. Blusher/bronzer/highlighter and powder will be

the fastest growth categories within facial make-up, while other eye make-

up and mascara will be the most dynamic categories within eye make-up between 2010 and 2015.

CATEGORY DATA

· Table 34 Sales of Colour Cosmetics by Category: Value 2005-2010

· Table 35 Sales of Colour Cosmetics by Category: % Value Growth 2005-2010

· Table 36 Colour Cosmetics Company Shares 2006-2010

· Table 37 Colour Cosmetics Brand Shares by GBN 2007-2010

· Table 38 Facial Make-up Brand Shares by GBN 2007-2010

· Table 39 Eye Make-up Brand Shares by GBN 2007-2010

· Table 40 Lip Products Brand Shares by GBN 2007-2010

· Table 41 Nail Products Brand Shares by GBN 2007-2010

· Table 42 Colour Cosmetics Premium Brand Shares by GBN 2007-2010

· Table 43 Forecast Sales of Colour Cosmetics by Category: Value 2010-2015

· Table 44 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2010-2015

Deodorants in Brazil - Category Analysis

HEADLINES

TRENDS


· In 2010, manufacturers of deodorant sprays and roll-

ons did not increase their prices significantly in order to maintain their customer base. This strategy w

as followed mainly by companies that distribute their brands mainly through store-

based retailing outlets including multinationals such as Unilever, BDF Nivea and L’Oréal/Belocap. O

n the other hand, deodorant sticks and pumps saw the highest growth in unit prices in part due to value

-

added launches such as Rexona Clinical by Unilever in sticks and in part thanks to price adjustments a

s in the case of pumps.


· The leading company remained Unilever with a 31% value share in 2010, up over one percentage po

int over the previous year. The company invests heavily in product promotion on television and media

to support its lead under the Rexona, AXE and Dove brands. The company is also one of the leaders i

n innovation in deodorants, for example the recent Rexona Clinical and Dove Dermo Aclarant launche

s.

PROSPECTS

· Sales of deodorants are expected to remain flat in volume terms over the 2010-

2015 period, except sprays and roll-

ons which still have potential to grow thanks to gradual consumer trading up from pump formats to va

lue-

added deodorants. In particular, sprays should register the highest value growth, achieving almost 54

% in the 2010-2015 period.

CATEGORY DATA

· Table 45 Sales of Deodorants by Category: Value 2005-2010

· Table 46 Sales of Deodorants by Category: % Value Growth 2005-2010

· Table 47 Deodorants Premium Vs Mass % Analysis 2005-2010

· Table 48 Deodorants Company Shares 2006-2010

· Table 49 Deodorants Brand Shares by GBN 2007-2010

· Table 50 Forecast Sales of Deodorants by Category: Value 2010-2015

· Table 51 Forecast Sales of Deodorants by Category: % Value Growth 2010-2015

· Table 52 Forecast Deodorants Premium Vs Mass % Analysis 2010-2015

Depilatories in Brazil - Category Analysis

HEADLINES

TRENDS

· In 2010 some factors helped to boost sales of depilatories at above average levels for the beauty and


personal care industry, registering current value growth of 29%. First, new products in hair removers/b

leaches were launched during the year supported by heavy advertising and promotional campaigns. Se

cond, the 2010 FIFA World Cup event helped to boost sales of women’s razors and blades thanks to a

ggressive investments promoted by the leader Procter & Gamble. Finally, important movements such

as Helcla Cosméticos’s acquisition of the Depilsam brand in hair removers and a significant increase i

n sales from Avon Cosméticos – one of the most important companies in hair removers – during the 2

009/2010 period also helped to increase sales of depilatories in the year.


· Procter & Gamble led sales of depilatories due to its dominance in razors and blades under brands su

ch as Gillette Prestobarba for Women and Gillette Sensor Excel. During the 2010 FIFA World Cup ev

ent, the company invested significantly in marketing campaigns on television mainly for its men’s raz

ors and blades lines. However, women’s shaving products also benefited from such investments in the

year.

PROSPECTS

· Depilatories will continue registering the highest value growth within beauty and personal care, desp

ite its small base in the coming years (2010-

2015). Improved distribution, ongoing innovations and mass advertising campaigns to reinforce brand

awareness should continue to be the main strategies from leading companies.

CATEGORY DATA

· Table 53 Sales of Depilatories by Category: Value 2005-2010

· Table 54 Sales of Depilatories by Category: % Value Growth 2005-2010

· Table 55 Depilatories Company Shares 2006-2010

· Table 56 Depilatories Brand Shares by GBN 2007-2010

· Table 57 Forecast Sales of Depilatories by Category: Value 2010-2015

· Table 58 Forecast Sales of Depilatories by Category: % Value Growth 2010-2015

Fragrances in Brazil - Category Analysis

HEADLINES

TRENDS

· Sephora, which is owned by LVMH Moët Hennessy Louis Vuitton, acquired a 70% controlling stake

in Sack’s – the leading internet retailing company, particularly, in premium fragrances – in July 2010.

The acquisition of Sack’s will mark Sephora’s entry into the Brazilian market, one of the fastest-

growing markets worldwide. This strategy will help to develop its local platform, online sales and ove

r time in retail stores. Sephora will bring its experience acquired in international markets and internet r

etailing, to develop Sack’s business and increase its penetration among leading beauty specialist retail


ers.


· In Brazil, mass fragrances accounted for 93% of total value fragrances sales in 2010, in which the be

st-

selling brands are primarily from direct selling companies such as Natura Cosméticos and Avon as we

ll as the leading beauty specialist retailer which operates under franchising stores that is Botica (O Bot

icário).

PROSPECTS

· With the acquisition of Sacks, LVMH aims to expand its Sephora subsidiary into the Brazilian marke

t. Initially operating only its business via the internet, the group intends to expand into physical stores

over time. This is its first acquisition in South America, and Brazil was chosen because it is one of the

fastest developing countries in the region with a good growth potential for premium products.

CATEGORY DATA

· Table 59 Sales of Fragrances by Category: Value 2005-2010

· Table 60 Sales of Fragrances by Category: % Value Growth 2005-2010

· Table 61 Fragrances Company Shares 2006-2010

· Table 62 Fragrances Brand Shares by GBN 2007-2010

· Table 63 Men's Premium Fragrances Brand Shares by GBN 2007-2010

· Table 64 Women's Premium Fragrances Brand Shares by GBN 2007-2010

· Table 65 Forecast Sales of Fragrances by Category: Value 2010-2015

· Table 66 Forecast Sales of Fragrances by Category: % Value Growth 2010-2015

Hair Care in Brazil - Category Analysis

HEADLINES

TRENDS

· The largest category within hair care products, conditioners, saw a decline in volume sales over the 2

009-2010 period, as a consequence of the increasing participation of value-

added products featuring benefits such as 24-

hour deep hydrating hair treatment creams. On the other hand, standard conditioners increased market

share within the category due to the growing number of D and E economic strata consumers who more

frequently purchase such products in their grocery baskets.


· Innovation is an important requirement in hair care due to little brand loyalty among women mainly f

or shampoos and conditioners. Consequently, leading manufacturers such as Unilever, L’Oréal and Co

lgate-


Palmolive always introduce novelties in terms of further segmentation and different claims, avoiding l

oss of market share to other competitors.

PROSPECTS

· Hair care is expected to see lower-than-

average constant value growth within the beauty and personal care industry during the 2010-

2015 period. The three leading categories – shampoos, conditioners and colourants -

will drive the health of the overall market, in which leading manufacturers invest significant resource

s in qualitative research, new product development as well as marketing campaigns on television and

printed media for their brands.

CATEGORY DATA

· Table 67 Sales of Hair Care by Category: Value 2005-2010

· Table 68 Sales of Hair Care by Category: % Value Growth 2005-2010

· Table 69 Hair Care Premium Vs Mass % Analysis 2005-2010

· Table 70 Sales of Styling Agents by Type: % Value Breakdown 2006-2010

· Table 71 Hair Care Company Shares 2006-2010

· Table 72 Hair Care Brand Shares by GBN 2007-2010

· Table 73 Styling Agents Brand Shares by GBN 2007-2010

· Table 74 Colourants Brand Shares by GBN 2007-2010

· Table 75 Salon Hair Care Company Shares 2006-2010

· Table 76 Salon Hair Care Brand Shares by GBN 2007-2010

· Table 77 Hair Care Premium Brand Shares by GBN 2007-2010

· Table 78 Forecast Sales of Hair Care by Category: Value 2010-2015

· Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2010-2015

· Table 80 Forecast Hair Care Premium Vs Mass % Analysis 2010-2015

· Table 81 Sales of Ethnic Hair Care as % of Hair Care: % Value Analysis 2005-2010

Men's Grooming in Brazil - Category Analysis

HEADLINES

TRENDS

· Men’s razors and blades saw relevant growth both in volume and current value sales in 2010 mostly

due to the 2010 FIFA World Cup event. In this way, the leading player Procter & Gamble invested sig

nificant resources in such products through mass advertising campaigns showing some of the best foot

ball players endorsing Gillette brands, which also contributed to increased sales of systems above initi

al expectations.



· The leading company in men’s grooming was Procter & Gamble, which held a 42% value share in 2

010. The company also saw the biggest increase in value sales in the year, mainly due to its marketing

efforts during the 2010 FIFA World Cup. Procter & Gamble advertised its main brands in the media w

hich were endorsed by the most famous football players.

PROSPECTS

· Men’s grooming is expected to grow at a CAGR of 7% in constant value terms over the 2010-

2015 period, following the similar rate of the beauty and personal care industry forecasted for the next

five years and supported by sales of the largest categories such as men’s razors and blades and men’s

deodorants.

CATEGORY DATA

· Table 82 Sales of Men’s Grooming by Category: Value 2005-2010

· Table 83 Sales of Men’s Grooming by Category: % Value Growth 2005-2010

· Table 84 Sales of Men's Razors and Blades by Type: % Value Breakdown 2006-2010

· Table 85 Men’s Grooming Company Shares 2006-2010

· Table 86 Men’s Grooming Brand Shares by GBN 2007-2010

· Table 87 Men's Razors and Blades Brand Shares by GBN 2007-2010

· Table 88 Forecast Sales of Men’s Grooming by Category: Value 2010-2015

· Table 89 Forecast Sales of Men’s Grooming by Category: % Value Growth 2010-2015

· Table 90 Sales of Body Shavers by Type: % Volume Analysis 2005-2010

Oral Care in Brazil - Category Analysis

HEADLINES

TRENDS

· The two important categories in value sales within the oral care sector, toothpaste and mouthwashes/

dental rinses, have witnessed fierce competition among the top multinationals – Colgate-

Palmolive and Procter & Gamble – in order to increase market share and reinforce their leadership. Co

nsequently, the price in 2010 in both categories increased slower than the inflation levels. In particular

, Procter & Gamble invested significant resources in that sector considered as a key priority in terms o

f future growth from its global headquarters.


· The leading company in oral care was Colgate-

Palmolive with a 45% value share thanks to its absolute leadership in toothpaste where it has a longsta

nding tradition and is one of the leading innovators and a heavy advertiser. In 2010 the company also t

ook over the first position in toothbrushes and discontinued Sorriso in some categories such as dental f

loss and mouthwashes/dental rinses to increase market share in that sector under its umbrella brand Co


lgate.

PROSPECTS

· In the short-term, Euromonitor International expects that Colgate-

Palmolive and Procter & Gamble will continue competing for market share in the oral care sector. Des

pite losing share in manual toothbrushes, Procter & Gamble will continue concentrating its marketing

efforts on the largest category – toothpastes – in the next five years.

CATEGORY DATA

· Table 91 Sales of Oral Care by Category: Value 2005-2010

· Table 92 Sales of Oral Care by Category: % Value Growth 2005-2010

· Table 93 Sales of Manual and Power Toothbrushes by Category: Value 2005-2010

· Table 94 Sales of Manual and Power Toothbrushes by Category: % Value Growth 2005-2010

· Table 95 Sales of Toothpaste by Type: % Value Breakdown 2006-2010

· Table 96 Oral Care Company Shares 2006-2010

· Table 97 Oral Care Brand Shares by GBN 2007-2010

· Table 98 Toothpaste Brand Shares by GBN 2007-2010

· Table 99 Mouthwash/Dental Rinses Brand Shares by GBN 2007-2010

· Table 100 Forecast Sales of Oral Care by Category: Value 2010-2015

· Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2010-2015

· Table 102 Forecast Sales of Manual and Power Toothbrushes by Category: Value 2010-2015

· Table 103 Forecast Sales of Manual and Power Toothbrushes by Category: % Value Growth 2010-

2015

· Table 104 Sales of Manual Toothbrushes by Type: % Value Analysis 2005-2010

Sets/Kits in Brazil - Category Analysis

HEADLINES

TRENDS

· Holiday sales continued to drive growth in the sets/kits sector in the Brazilian market in 2010. The C

hristmas season is the most important part of the year for these products, when direct selling companie

s and health and beauty retailers devote special offerings and feature them in advertising catalogues. A

fter Christmas, Mothers’ Day is another important time for sales of such products, with bath and show

er, deodorants and fragrance kits and sets being the most important. Fathers’ Day and Saint Valentine’

s Day also saw the increased presence of a variety of fragrance and deodorants kits.


· Due to the popularity of mass fragrances in gift sets, the top three companies within sets/kits were B

otica (O Boticário) , Avon Cosméticos and Natura Cosméticos in 2010. In the year, Natura Cosmético


s performed better than the other top companies in terms of value growth thanks to its sets in the Natur

a Ekos and Natura Tododia brands.

PROSPECTS

· The sets/kits environment is expected to follow a similar growth rate as the beauty and personal care

industry during the 2010-

2015 period, with a constant value CAGR of 7%. Increasing demand will continue ahead of special oc

casions, as the majority of sets/kits are purchased as gifts.

CATEGORY DATA

· Table 105 Sales of Sets/Kits: Value 2005-2010

· Table 106 Sales of Sets/Kits: % Value Growth 2005-2010

· Table 107 Sets/Kits Premium Vs Mass % Analysis 2005-2010

· Table 108 Sets/Kits Company Shares 2006-2010

· Table 109 Sets/Kits Brand Shares by GBN 2007-2010

· Table 110 Forecast Sales of Sets/Kits: Value 2010-2015

· Table 111 Forecast Sales of Sets/Kits: % Value Growth 2010-2015

· Table 112 Forecast Sets/Kits Premium Vs Mass % Analysis 2010-2015

Skin Care in Brazil - Category Analysis

HEADLINES

TRENDS

· Body care recorded value sales within the skin care sector mostly due to new innovate products as w

ell as advertising campaigns from leading companies in 2010. Otherwise, facial skin care had a slower

performance in the year compared to the review period as a consequence of the possible change in lo

w-and-middle income consumers’ habits to purchase products in other sectors such as make-

up and fragrances.


· Direct selling companies hold strong positions in the distribution of skin care products in Brazil due t

o aggressive advertising and ongoing innovations of the main direct sales competitors – local compan

y Natura Cosméticos, and multinational player Avon.

PROSPECTS

· Ongoing innovations and advertising campaigns will continue to be the two main drivers for future g

rowth in skin care in the coming years. Sales of body care will continue representing approximately ha

lf of total value during the 2010-2015 period, followed by facial skin care and hand care products.

CATEGORY DATA

· Table 113 Sales of Skin Care by Category: Value 2005-2010


· Table 114 Sales of Skin Care by Category: % Value Growth 2005-2010

· Table 115 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2010

· Table 116 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-

2010

· Table 117 Nourishers/Anti-Agers: Skin Whitening vs Non-

Skin Whitening: % Value Breakdown 2007-2010

· Table 118 Skin Care Company Shares 2006-2010

· Table 119 Skin Care Brand Shares by GBN 2007-2010

· Table 120 Facial Moisturisers Brand Shares by GBN 2007-2010

· Table 121 Nourishers/Anti-agers Brand Shares by GBN 2007-2010

· Table 122 Firming/Anti-cellulite Body Care Brand Shares by GBN 2007-2010

· Table 123 General Purpose Body Care Brand Shares by GBN 2007-2010

· Table 124 Skin Care Premium Brand Shares by GBN 2007-2010

· Table 125 Forecast Sales of Skin Care by Category: Value 2010-2015

· Table 126 Forecast Sales of Skin Care by Category: % Value Growth 2010-2015

Sun Care in Brazil - Category Analysis

HEADLINES

TRENDS

· Consumption of sun care products among Brazilians has increased in recent years as a response to th

e significant efforts from leading companies. Another trend in this sector is related to the increasing pa

rticipation of higher SPF sun protection products over the 2005-

2010 period as a result of the increased concerns regarding the damage sun exposure can do the skin.

For instance, sales of sun protection by factor, with SPF above 30 increased from 17% in 2005 to 31%

in 2010.


· The leading company in sun care was Johnson & Johnson with a 35% value share in 2010. The comp

any’s main line is Sundown came under a wide product offering of different formulations, SPF and pa

ckaging. It is also present with Neutrogena and RoC in sun protection, which are sold primarily throug

h drugstores and prescribed by dermatologists due to their therapeutically positioned/ “pharma” brand

s.

PROSPECTS

· Sun care is expected to reach the fourth most dynamic growth within beauty and personal care indust

ry over the 2010-

2015 period. Concerns regarding the damage that sun exposure can cause to the skin are expected to c


ontinue to drive sales in the coming years. Consumers are expected to continue preferring higher SPF

formulations in order to give themselves more protection such as awareness of the danger increases.

CATEGORY DATA

· Table 127 Sales of Sun Care by Category: Value 2005-2010

· Table 128 Sales of Sun Care by Category: % Value Growth 2005-2010

· Table 129 Sun Care Company Shares 2006-2010

· Table 130 Sun Care Brand Shares by GBN 2007-2010

· Table 131 Sun Care Premium Brand Shares by GBN 2007-2010

· Table 132 Forecast Sales of Sun Care by Category: Value 2010-2015

· Table 133 Forecast Sales of Sun Care by Category: % Value Growth 2010-2015

· Table 134 Sales of Sun Protection by Factor: % Value Analysis 2005-2010

· Table 135 Sales of Sun Protection by Formulation: % Value Analysis 2005-2010

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