A new and broad profile developed by IPC Marketing Publisher Project Pharma / Cosmetics, reveals that between supply and demand, the sector Health & Hygiene, by economic category and based on the IPC (Consumer Potential Index) reached R $ 1.323 trillion this year in the urban area.

The demand for products and services of personal care, cosmetics and toiletries, accounts for 26% of these expenditures, ie, US $ 27.7 billion in 2011. The study takes into account the urban population which amounts to 84% of the 192.4 million of Brazilians (51% women and 49% men), 81% literate, indicating a growth rate of 0.85% per year, in a population density the order of 22.63 inhabitants per km ². Altogether there are 57.5 million of households, 49 million located in urban areas.

The Brazilian consumption per capita  is estimated at US$ 8,148 million. Information is by Mark Pazzini, responsible for Project Pharma / Cosmetics and Director of IPC Marketing Publishing, anticipating that this new study the company employs own methodology and data from oficial sources, including the ones of class entities and / or professional councils.

According to the study, in the 27 capitals there is a concentration of the consume potential  and of professional, considering that the average in the participation of total consumption of such capital is 32.8% in Hygiene. The Southeast region leads in spending of  Health, Personal Care & Cosmetics, also emerging in the national rankings with the participation of 54.54% (specific IPC  Health & Hygiene).

Para o varejo, o estudo indica a disponibilidade desse mercado, constando desde hiper, super e mini mercados (cerca de 526 mil empresas) às farmácias de produtos manipulados ou não e homeopáticos (mais de 122 mil estabelecimentos comerciais), cosméticos em geral (superior a 62 mil pontos de venda)

Project Pharma / Cosmetics brings the scope of the universe of Hygiene & Cosmetics, which represents a significant consumption of US$ 27.7 billion, indicating 45% of spending on products for personal use, 41% in perfumes, 8% in hair products and 6% with soaps. The class B leads consumption (43.7%), followed by the class C (37.1%), and respectively classes D with 6% and E with 0.2%. The Class A accounts for 13% of consumption of that item.

The wholesale marketing brings together 1,188 establishments personal care products (286 of them micro companies) and other 6956 (1800 includes micro companies) of cosmetic products.

The retailer market sum 62,134 selling points (28,758 of them micro companies), and the number of agents, representatives and / or promoters of this trade comes to 6.294.