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市場調查報告書

巴西的男性用保養品產品市場趨勢與發展

Market Focus: Trends and Developments in the Male Toiletries Sector in Brazil

出版商 Canadean 商品編碼 298796
出版日期 內容資訊 英文 39 Pages
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巴西的男性用保養品產品市場趨勢與發展 Market Focus: Trends and Developments in the Male Toiletries Sector in Brazil
出版日期: 2014年03月31日 內容資訊: 英文 39 Pages
簡介

巴西的男用保養品產品市場上尤其是青年層、中年層的消費頻率正在提升。同時由於使用拋棄式刮鬍刀的消費者有44.3%回答「(日常生活)過於忙錄」,容易使用及便利性的進一步提升將是產品開發的今後課題。另外,由於消費者希望外表看起來比實際年齡年輕這樣的希求是中年層消費頻率高的背景,廠商需要配合這個年代的焦點,開發出可配合該消費群高級品更換需求的產品。男性用保養品市場大部分為拋棄式刮鬍刀及替換用刀片所佔。

本報告提供巴西的男性用保養品產品市場現狀與趨勢相關分析,提供整體市場結構和背景情況,各部門的市場規模(過去的實際成果值與今後五年的預測值),消費者行動趨勢,自有品牌及品牌產品(國際品牌)趨勢,流通結構,與相關產業(包裝產業)的關聯性,今後的市場發展方向性等調查資料·考察,並將結果概述為以下內容。

該國背景情況

  • 穩定的經濟發展,巨大的年少人口,消費者慣於使用信用卡:促進巴西零售業成長的要素
  • 高度都市化,巨大的中產階級族群:促進巴西組織性零售業成長的要素
  • 貨架陳列面積廣、陳列品牌數多、加上折扣讓大賣場/超級市場獲得壓倒性的流通佔有率

消費者簡介

  • 青年層·中年人的消費市場佔有率高
  • 男性用保養品產品的消費頻率高:對零售業者來說的成長機會
  • 追求品質:男性用保養品最大規格推動因素
  • 配合個人需求的高品質產品:至今需求仍大
  • 「物超所值感」與「忙碌生活」:低價格簡便產品的消費推動因素

各部門分析

  • 巴西的男性用保養品市場成長預測相當看好
  • 拋棄式刮鬍刀·鬍後修護液·古龍水:促進市場成長的主要類別
  • 巨大的年少人口:拋棄式刮鬍刀·替換刀片的潛在用戶人口群大
  • 大眾對男性儀容愈來愈重視:鬍後修護液·刮鬍後保養品的成長機會

品牌產品和自有品牌

  • Gillette:男性用保養品產品市場上最支配性品牌
  • 由於大型刮鬍刀品牌間激烈的市場競爭,男性盥洗化妝用品市場上自有品牌的普及率低
  • 鬍後修護液·古龍水的領域自有品牌正急速成長

包裝相關考察

  • 硬質塑膠、柔軟包裝、紙·紙板:利用最頻繁的包裝方式
  • 泡殼包裝:佔有最大的市場佔有率,不過今後預計將慢慢縮小

未來展望

  • 多功能電力刮鬍刀的競爭激烈化,以及男性流行的變化,是巴西男性用保養品產品市場變化的推動因素

資料附表及分析方法概要

目錄
Product Code: CS1485MF

This report provides a concise overview of the Male Toiletries market in Brazil. After reading this report, you will understand the size of the market, the economic, demographic, and behavioral trends that will drive its evolution and the leading companies within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?

This overview of the consumer and market dynamics of the Brazilian Male Toiletries sector allows new entrants and established companies to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?

Brazil has the second largest Male Toiletries market by value, as per Canadean data. The stable growth illustrated in the Male Toiletries sector, despite a slowdown in the country's economic growth, affirms further growth opportunities in the market.

What are the key drivers behind recent market changes?

Brazil has a significant number of young people below 30 years of age. The Early Young Adults, often the first-time users of shaving products, display a heavy consumption frequency of Male Toiletries products. In addition, Quality Seeking and Individualism are the key motivators for consumers that drive products consumption in the market.

What makes this report unique and essential to read?

This report brings together consumer insight and market data to provide a comprehensive brief of Brazil Male Toiletries sector. This allows for the rapid identification of key growth opportunities across four Male Toiletries categories and their packaging.

Key Features and Benefits

Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Male Toiletries sector in Brazil.

Key growth categories are highlighted by analyzing the market dynamics of four Male Toiletries categories: Aftershaves and Colognes, Disposable Razors and Blades, Post-Shave Cosmetics, and Pre-Shave Cosmetics.

Market shares are provided for the leading brands across the Aftershaves and Colognes, Disposable Razors and Blades, Post-Shave Cosmetics, and Pre-Shave Cosmetics categories.

An overview of packaging trends in Brazil Male Toiletries sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key future trends are highlighted and analyzed in order to identify opportunities and threats in the Male Toiletries sector.

Key Market Issues

Older Young Adults and Pre-Mid-Lifers have a high consumption share in the Male Toiletries market in Brazil. Besides, The majority (44.3%) of Disposable Razors and Blades users are time poor, therefore ease of use and convenience are key considerations for Male Toiletries manufacturers and retailers.

Heavy consumption frequency of Mid-Lifers is among the highest as consumers aim to look good for their age. Higher disposable income suggests marketers should target this age group as many will trade up to premium Male Toiletries products.

Better shelf-display, greater brand variety, and discounts make Hypermarkets and Supermarkets the dominant distribution channel for Male Toiletries.

Disposable razors in Brazil are facing competition from both electric razors and battery operated razors. Presently, disposable razors still dominate the market owing to their high budget promotions and consumer familiarity.

Post-shave Cosmetics and Pre-Shave Cosmetics will have lower market share in 2017 compared to 2007 because of higher growth in categories such as Men's Disposable Razors and Blades and Aftershaves and Colognes.

Key Highlights

Shaving is an intimate exercise; therefore consumers tend to grant importance to skin protection as well as a smooth shaving experience.

Private label penetration is low in Male Toiletries market in Brazil due to high market concentration by top razor brands. Furthermore majority of Brazilian men prefer to use branded Male Toiletries as big budget sales promotions and celebrity endorsement give an edge to top brands.

Though the majority of the Male Toiletries market is still accounted for by razors and blades however the Pre-shave and Post-shave products such as shaving gels and creams have recorded fast growth.

Individualism is a major motivational factor in the Male Toiletries market as consumers have very varied needs with regards to their skin and hair types, therefore products need to reflect individualism, personality and lifestyle needs.

Comparative share of packaging types used in Male Toiletries are unlikely to see any major change across the next 5 years. Blister Packs, the largest packaging type will record a marginal decline.

Table of Contents

Country context

  • Stable economic growth, a large young population, and the easy availability of consumer credit are factors driving growth in Brazil's retail sector
  • High urbanization rate and large middle income group are driving growth of organized retail in Brazil
  • Better shelf-display, greater brand variety, and discounts make Hypermarkets and Supermarkets the dominant distribution channel for Male Toiletries

Consumer Profile

  • Older Young Adults and Pre-Mid-Lifers have a high consumption share in the Male Toiletries market in Brazil
  • Heavy Consumption frequency of Male Toiletries products presents growth opportunities for retailers
  • Quality Seeking is the prime motivator influencing the use of Male Toiletries products
  • Better quality products addressing individual needs remain in high demand
  • Better Value for Money and Busy Lives are trends driving consumption of low-cost and easy to use Male Toiletries in Brazil

Sector Analysis

  • The Brazilian Male Toiletries market presents excellent predicted growth
  • Disposable Razors and Aftershaves and Colognes are the primary categories driving Male Toiletries market growth
  • The young population in Brazil to add significant number of new users in Disposable Razors and Blades category
  • Increased focus on male personal grooming creating growth opportunities in the Aftershave and Post-shave cosmetics categories

Brands and Private Labels

  • Gillette is the dominant brand in Male Toiletries market in Brazil
  • Low private label penetration in Male Toiletries market in Brazil due to high market concentration by top razor brands
  • Private label are registering high growth in the Disposable Razors and Aftershaves and Colognes categories

Packaging Insight

  • Rigid Plastics, Flexible Packaging and Paper and Board are the most used packaging material
  • Blister Packs, the largest packaging type, will record marginal decline during 2012-2017

Future Outlook

  • Increased competition from multi-functional electric cutting instrument and evolving male fashion driving changes in the Male Toiletries market in Brazil

Data Appendix and Summary Methodology

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