The Brazilian Make-up Market: What Consumers Use and Why?




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Product Synopsis

This report provides the results for the Make-up market in Brazil from Canadeans unique, highly detailed study of consumers 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 Make-up 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 20082009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Eye Make-up, Face Make-up, Lip Make-up, and Nail Make-up products 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?

Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets 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: Eye Make-up, Face Make-up, Lip Make-up, and Nail Make-up.
  • 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

  • Medium frequency consumption of Nail Make-up is most common across all age groups, indicating that suppliers should aim to increase the consumption frequency of current users. Medium consumption is highest among Mid-Lifers, accounting for 45% of the age group, highlighting a large consumer base suppliers should target.
  • Consumer segmentation analysis by wealth group reveals that the Better Off wealth group accounts for the largest percentage share of the Make-up market by value in Brazil, followed by the Hard Pressed wealth group. This division in the market indicates that there is a large consumer base for both mass market and aspirational products.
  • The Pre-Mid-Lifers age group has the highest proportion of Heavy frequency consumers of Eye Make-up, followed by Early Young Adults and Older Young Adults. The Mid-Lifers age group has a high proportion of Medium frequency users and a relatively low number of Light frequency users, indicating that current marketing messages aimed at this age group have successfully driven a high consumption frequency.

Key Highlights

  • Although the Brazilian organized retail market is fragmented in terms of number of organized retailers operating in the country, the two largest organized retailers account for more than three-quarters of Make-up products distributed by volume. This highlights the strong bargaining power of these retailers with suppliers.
  • Private label penetration is low in the Make-up market in Brazil. One reason for this is the fragmented character of the overall organized retail market, with private labels traditionally stronger in mature, concentrated retail markets.
  • Indulgence and Changing age structures are two of the most important trends in the Make-up market in Brazil. These reflect Brazils large young population and growing urbanization, and indicate that suppliers should track demographic and socio-economic trends in the country in order to successfully target their products.