The Brazilian cosmetics industry, whose results in 2015 had a 6% drop – the first in 23 years -, seeks solutions to react and one of them was provided last week by Abihpec – the Brazilian Association of Toiletries, Perfumes and Cosmetics – by inviting around 130 industry representatives and of major research institutes operating in Brazil for a seminar in which consumer trends were analyzedin face of the Brazilian economic crisis.
“The long period of turbulence reflected in the purchasing power of consumer and changing Brazilian habits,” said João Carlos Basilio da Silva, CEO of Abihpec. So seven market research agencies were invited to give an overview of the market and analyse some strategies. Participated in the seminar, Euromonitor, LCA Consultores, Mintel, Nielsen, Kantar Worldpanel, Factor-Kline and IMS Health.
The opening speech was made by LCA Consultores which has made projections of how Brazil should recover itself in the coming years. According to Cláudia Viegas, economic regulation director at LCA Consultores “if all goes well, our economy will recover slowly until 2021 to recover the GDP level of 2013”.
The agencies also presented insights on the new consumer profile and data about the expansion of CT & F sector.
Elaine Gerchon, Project Manager of Factor-Kline spoke about the growth of hair salons in Brazil. According to the executive, official figures indicate over 150,000 installed beauty saloons in the country. “In the hair segment, although we lost ranking score among the world’s major consumers, Brazil continues as one of the countries that innovates and exports more products in this category,” Elaine said.
Nielsen addressed the “new” Brazilian consumers and, as Kantar Worldpanel and Euromonitor, stressed the importance of communication and sales strategies targeted to the consumer Millennial (born between 1980 and 2000). “In 2016 the consumer is willing to trade convenience for savings. Thus, not only industries, as the retailers should be aware of this moment of “new experiences” of consumers, “said Tatiene Spósito Valley executive of Nielsen.
Gabriela Fujita, Customer Service Manager at Kantar Worldpanel, traced the consumer buying behavior in the time of economic crisis, pointing to the trend of growing in the atacarejo, form of trade that brings together attributes of two traditional forms of marketing: the wholesale and retail with the concepts of self-service (self-service) and cash & carry (cash and carry).
For Kantar, 2015 was an economically difficult year and consequently the year of “smart choices” in which the consumer was even better informed and fully multi-screen – TV + Smartphone + Computer -, with a down 5% on the basket of toiletries and beauty.
IMS Health Institute conducted an analysis of the pharmacy segment and said the main trends of this sales channel. Rodrigo Kurata, Marketing – Consumer Health of the Institute spoke about the importance of conducting promotions to attract consumers looking for the drugstore to buy drugs, which can expand the range of purchases.