Three years after losing its leadership in the cosmetics and personal care market in the country to the Anglo-Dutch Unilever, Natura recovers its leading position in the Brazilian cosmetics market in 2017 thanks to performance in the categories of perfumery and skin care.

According to researches company Euromonitor, the industry handled R $ 106.3 billion last year, a rise of 3.2% over 2016. Natura & Co, a corporate brand that brings together Natura, Aesop and The Body Shop, closed the period with a market share of 11.7%, an increase of 0.9 percentage points compared to 2016. Unilever had a share of 11.1%, a loss of 1.5 percentage points. Grupo Boticário continued in third position, with 10.8% of total sales, a small increase of 0.2 percentage point.

“Companies have faced a more competitive environment because of the economy. Consumers continued changing brand and companies intensified the price dispute,” said Elton Morimitsu, senior analyst at Euromonitor. In 2017, the highlight was the category of fragrances, driven by promotions.

Brazil continued to be the fourth largest beauty market in the world, with revenues of US $ 32.1 billion. The biggest consumers of cosmetics and toiletries are the USA, who traded $ 86 billion last year. Next comes China with $ 53.5 billion. Japan came in third with revenue of $ 36.1 billion.

Morimitsu said that Natura was benefited by the re-launch of the line of Chronos antiseptic creams with new formula, packaging and communication strategy. According to him, the effect on the ranking of the acquisition of the British network The Body Shop by the Brazilian company last year was marginal.

The analyst also said that the clash with Procter & Gamble in hair products and with Colgate-Palmolive in the soap category has hurt Unilever, owner of the brands Dove, Lux, TRESemmé and Seda. “While P & G has invested heavily in Pantene and gained space, while Colgate, with brands Palmolive and Protex brands, has a cheaper portfolio,” he added.

L’Oréal maintained its share of the market by 7.3%, followed by Colgate-Palmolive (6.6%), Avon (5.6%), P & G (5%), Johnson & Johnson (4,1%), Coty (3.9%) and Beiersdorf, which owns the Nivea brand, with 3.1%, closing the list of the ten largest companies.

In yesterday’s announcement, Euromonitor made an adjustment to the 2016 number of Coty, owner of the Monange, Adidas and Bozzano brands. As a result, the company came to occupy ninth position, not eighth place, as previously shown by the consulting firm. According to the updates, Coty appears in ninth position in both 2017 and the previous year.

According to Morimitsu, in the area of perfumery, the Brazilian direct selling company Hinode, which is not among the ten biggest in the beauty sector, came in third place, with a 7.1% share. First is the Grupo Boticário (29.7%) and, secondly, Natura (22.5%). The segment handled R $ 23 billion in 2017.

Com informações do jornal Valor Econômico – 18/04/2018