Baby Care in Brazil

After many years without any new investments in baby care, Avon Cosméticos launched at the end of 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 intensify competition with leading companies in that sector.

The Baby Care in Brazil report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2006-2010, allowing you to identify the sectors driving growth. Forecasts to 2015 illustrate how the market is set to change.

Product coverage: Baby Hair Care, Baby Skin Care, Baby Sun Care, Baby Toiletries, Medicated Baby Care, Nappy (Diaper) Rash Treatments.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
- Get a detailed picture of the Baby Care market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.

Baby Care in Brazil
Euromonitor International
May 2011
List of Contents and Tables
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 1 Sales of Baby Care by Category: Value 2005-2010
Table 2 Sales of Baby Care by Category: % Value Growth 2005-2010
Table 3 Baby Care Premium Vs Mass % Analysis 2005-2010
Table 4 Baby Care Company Shares 2006-2010
Table 5 Baby Care Brand Shares by GBN 2007-2010
Table 6 Baby Skin Care Brand Shares by GBN 2007-2010
Table 7 Baby Sun Care Brand Shares by GBN 2007-2010
Table 8 Forecast Sales of Baby Care by Category: Value 2010-2015
Table 9 Forecast Sales of Baby Care by Category: % Value Growth 2010-2015
Table 10 Forecast Baby Care Premium Vs Mass % Analysis 2010-2015
Avon Cosméticos Ltda in Beauty and Personal Care (brazil)
Strategic Direction
Key Facts
Summary 1 Avon Cosméticos Ltda: Key Facts
Summary 2 Avon Cosméticos Ltda: Operational Indicators
Company Background
Production
Summary 3 Avon Cosméticos Ltda: Production Statistics 2010
Competitive Positioning
Summary 4 Avon Cosméticos Ltda: Competitive Position 2010
Belocap Produtos Capilares Ltda in Beauty and Personal Care (brazil)
Strategic Direction
Key Facts
Summary 5 Belocap Produtos Capilares Ltda: Key Facts
Summary 6 Belocap Produtos Capilares Ltda: Operational Indicators
Company Background
Production
Summary 7 Belocap Produtos Capilares Ltda: Production Statistics 2010
Competitive Positioning
Summary 8 Belocap Produtos Capilares Ltda: Competitive Position 2010
Botica Comercial Farmacêutica Ltda in Beauty and Personal Care (brazil)
Strategic Direction
Key Facts
Summary 9 Botica Comercial Farmacêutica Ltda: Key Facts
Summary 10 Botica Comercial Farmacêutica Ltda: Operational Indicators
Company Background
Chart 1 Botica Comercial Farmacêutica Ltda in São Paulo
Internet Strategy
Competitive Positioning
Summary 11 Botica Comercial Farmacêutica Ltda: Competitive Position 2010
Colgate-Palmolive Indústria E Comércio Ltda in Beauty and Personal Care (brazil)
Strategic Direction
Key Facts
Summary 12 Colgate-Palmolive Indústria e Comércio Ltda: Key Facts
Company Background
Production
Summary 13 Colgate-Palmolive Indústria e Comércio Ltda: Production Statistics 2010
Competitive Positioning
Summary 14 Colgate-Palmolive Indústria e Comércio Ltda: Competitive Position 2010
Hypermarcas SA in Beauty and Personal Care (brazil)
Strategic Direction
Key Facts
Summary 15 Hypermarcas SA: Key Facts
Summary 16 Hypermarcas SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 17 Hypermarcas SA: Competitive Position 2010
Natura Cosméticos SA in Beauty and Personal Care (brazil)
Strategic Direction
Key Facts
Summary 18 Natura Cosméticos SA: Key Facts
Summary 19 Natura Cosméticos SA: Operational Indicators
Company Background
Production
Summary 20 Natura Cosméticos SA: Production Statistics 2010
Competitive Positioning
Summary 21 Natura Cosméticos SA: Competitive Position 2010
Procter & Gamble Do Brasil SA in Beauty and Personal Care (brazil)
Strategic Direction
Key Facts
Summary 22 Procter & Gamble do Brasil SA: Key Facts
Company Background
Production
Summary 23 Procter & Gamble do Brasil SA: Production Statistics 2010
Competitive Positioning
Summary 24 Procter & Gamble do Brasil SA: Competitive Position 2010
Unilever Brasil Ltda in Beauty and Personal Care (brazil)
Strategic Direction
Key Facts
Summary 25 Unilever Brasil Ltda: Key Facts
Summary 26 Unilever Brasil Ltda: Operational Indicators
Company Background
Competitive Positioning
Summary 27 Unilever Brasil Ltda: Competitive Position 2010
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 11 Sales of Beauty and Personal Care by Category: Value 2005-2010
Table 12 Sales of Beauty and Personal Care by Category: % Value Growth 2005-2010
Table 13 Sales of Premium Cosmetics by Category: Value 2005-2010
Table 14 Sales of Premium Cosmetics by Category: % Value Growth 2005-2010
Table 15 Beauty and Personal Care Company Shares by NBO 2006-2010
Table 16 Beauty and Personal Care Company Shares by GBO 2006-2010
Table 17 Beauty and Personal Care Brand Shares by GBN 2007-2010
Table 18 Penetration of Private Label by Category 2005-2010
Table 19 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2005-2010
Table 20 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis 2010
Table 21 Forecast Sales of Beauty and Personal Care by Category: Value 2010-2015
Table 22 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015
Table 23 Forecast Sales of Premium Cosmetics by Category: Value 2010-2015
Table 24 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2010-2015
Definitions
Summary 28 Research Sources

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.

- AVON COSMéTICOS LTDA
- BELOCAP PRODUTOS CAPILARES LTDA
- BONYPLUS INDúSTRIA E COMéRCIO, IMPORTAçãO E EXPORTAçãO DE COSMéTICOS LTDA
- BOTICA COMERCIAL FARMACêUTICA LTDA
- COLGATE-PALMOLIVE INDúSTRIA E COMéRCIO LTDA
- INDUBRASCOM INDúSTRIA BRASILEIRA DE COSMéTICOS LTDA
- JOHNSON & JOHNSON INDUSTRIAL LTDA
- NATURA COSMéTICOS SA
- NIASI SA
- PHIOTERAPHIA BIOFITOGENIA LABORATORIAL BIOTA LTDA
- PROCTER & GAMBLE DO BRASIL SA
- UNILEVER BRASIL LTDA