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Baby Care in Brazil
Euromonitor International, June 2009, Pages: 37
Cosmetics And Toiletries in Brazil
Executive summary
Economic growth and higher levels of income drive strong performance
The market for cosmetics and toiletries demonstrated a robust performance between 2002 and 2007, with double-digit annual growth, outperforming annual GDP growth by a factor of four over the period. Brazil confirmed its third position in the global market in total value terms, behind only the US and Japan. Beyond Brazil’s large population of 192 million (as of 1 January 2007) and its increasingly noticeable consumer propensity to spend heavily on cosmetics and toiletries products, factors such as recent sustained economic growth and rising purchasing power, particularly among consumers in the lower C and D socioeconomic groups, have underpinned this strong performance.
Natura shows moderate performance whilst Avon takes the opportunity to gain ground
Natura’s saw a decline in share in 2007, due to a lack of innovative new products, tough competition from Avon and pressure to improve margins from stockholders. However, the company is rethinking its strategic plan for the next few years, whilst continuing to pursue its mid-to-long term strategy of international expansion. Avon, meanwhile, has invested heavily in its Brazilian subsidiary, which held third position in value terms in 2007.
Multinationals increase spending on advertising
Product innovations coupled with intense advertising campaigns have been the main strategies adopted by top five companies in the cosmetics and toiletries market. Unilever, Procter & Gamble and Colgate-Palmolive have concentrated their marketing efforts on the key sectors of hair care, oral hygiene and deodorants, while Natura and Avon continued to focus on fragrances, skin care and colour cosmetics. Avon’s strategy to use Brazilian television stars to endorse its products has proven effective, and other manufacturers are likely to follow suit.
Pharmacies/drugstores the most dynamic store-based channel
Pharmacies/drugstores are expected to register the most dynamic performance in cosmetics and toiletries retailing over the forecast period. Fierce competition in this channel is set to boost investment in a wide assortment of products and services to increase sales, with retailers working hard to cultivate customer loyalty.
Growth should be supported by several factors
Sales of cosmetics and toiletries are expected to see substantial growth between 2007 and 2012. Among the most important factors that will contribute to a strong performance over the forecast period are new product development, aggressive advertising campaigns and increasing disposable incomes, allied to a continuing propensity to spend on cosmetics and toiletries products, a young population and an increasing number of women working outside the home.
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