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Viewing report
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Brazilian Cosmetics Market
Aginsky Consulting Group, Oct 2007
Brazil is the third largest cosmetics consumer in the world. Brazil has recently overtaken countries such as France, Germany, and England, traditionally leaders in cosmetics consumption. This increase was spurred by consumer spending growth of 26%, while during the same period global growth was only 1.2%.12 Brazil now only trails the United States and Japan, which hold the top two spots.
There are approximately 1.2 million families in Brazil with an average annual income of greater than $72,000. 13 Brazilian C&T sales have been growing
throughout this decade and recorded impressive gains of 15% in 2005.14 The most important segment in this sector is personal care products.
Nowadays, Brazilian consumers no longer see cosmetics and toiletries as superfluous or unnecessary products. The “new” consumer in the Brazilian market now demands better quality products prompting importers to improve their products to meet local demands. Brazil has targeted American companies to fill this need in the coming years. The ABIHPEC, the Brazilian Association of the Cosmetic, Toiletry & Fragrance Industry, was recently formed, aiming to grow Brazilian companies’ link to North American importers. The diversity of products is growing rapidly as multinationals, such as
Unilever and L’Oreal, expand their Brazilian portfolios. Furthermore, Brazilian consumers are demanding natural and premium products to fill their needs in alignment with the growth in the luxury segments of South America.
There are many factors that are contributing to the huge growth in the industry.
1. Growing Participation of Brazilian women in the job market;
2. Use of state-of-the-art technology, leading to overall increased productivity, favoring sector pricing that has increased less than price indices of the overall economy;
3. Constant releases of new products to meet growing market needs;
4. Greater life expectancy, prompting the wish to preserve a youthful appearance.
Cosmetic Product Profiles
The cosmetic sector in Brazil is comprised of three major sub-sectors, with corresponding levels of imports:
1. Personal Hygiene Products (soaps, oral hygiene products, deodorants, powders, hair care products, shaving products, diapers and sanitary
napkins); this sub-sector represents 66% of the market.15
2. Cosmetics (hair dyes, products for hair treatment, hair sprays, make-up, sun blocks, depilatories, skin creams and lotions); this sub-sector
represents 23% of the market.16
3. Perfumes (aftershave lotions, perfumes and eau de cologne); this subsector represents 11% of the market.17
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