Kantar, a multinational in data research, insights and consulting, with the survey Usage Care Panel sought to know data about the use of products for the hair and face of Brazilian women. What is evident in this survey is that this remains a promising market in the country. However, it brings novelties, subtle differences in products and uses, since Brazilian consumers – both women and men – have become demanding and this market has become a mature one when it comes to hair.
For those who work or invest in hair products – developers or entrepreneurs – there is revealing data. Check it out!
The demand for natural products has warmed the beauty market in Brazil in recent years. Overall, beauty & care items grew by 9% in 2018, according to the Usage Care Panel survey, developed by Kantar, a multinational of consum panel.
On the other hand, items with natural actives such as avocado, argan, coconut, olive, macadamia, etc. represented 6% of the market in 2017. In 2018, they are equivalent to 20% in value, according to Kantar. The concern with skin and hair represents a large part of the purchase decisions of this basket in Brazil. Among the total amounts spent in this segment, 30.1% go to shampoo, 25.3% with body skin care and 13.3% for face skin care.
Although women have more and more dynamic routines and are seeking more convenience – they have reduced the use of products by 2.6% during the week – beauty care still takes up to 18% more time than men. In general, this extra time is spent styling hair and with treatments for facial skin.
The study points out that at the time of skin care, behavior varies greatly between male and female, but regardless of gender and age, attention is focused on the face. Men have two major concerns with lifelong aesthetic care: acne and blackheads. To treat them, they include one or two products in their routines, especially between 11 and 24 years. Among women, 33% of them have an average of six concerns in adult life. They are: blackheads, pimples, acne, dark circles, wrinkles and blemishes. For this, they choose, on average, 4 or 5 categories of beauty per period. However, the number of products in the supply chain fell 5% in the last two years against the increase in the search for options that offer a mix of benefits with emphasis on anti-aging, hydration and nutrition effects.
“Women worry about dark circles and wrinkles for much of adult life, while men’s aesthetic care is concentrated among young people seeking solutions to blackheads and pimples,” said Giovanna Fischer, Director of Marketing and Insights at Kantar.
Among women, 33.5% seek dermatological help for face treatments, while 21.1% of men seek solutions in doctors’ offices.
The study also pointed out that 9.5% of women would like to have much clearer skin than they have, 19.3% a little clearer and 6.4% a little darker. Among men, 6.8% would like to have much clearer skin, 14.4% a little clearer and 6.1% darker.
When it comes to hair, only 4.9% of women say they are happy with their hair, while 11.4% of men would not change anything in the hair. The contrast between the two audiences also appears in the complaints. Women find, on average, 15 capillary problems per se, which drops to 8 among men. Among the male audience, 21.7% have no claim to make on their own hair and, among women, this index is 7.3%.
In Brazil, 31% of women say they have straight hair, 28% slightly smooth, 16% wavy, 10% Weft Curly and 4% afro curly hair. Long threads predominate and 42% of women have hair below the shoulder and 23.3% at shoulder height. Among men, 38% say they have straight hair, 28% slightly smooth, 17% wavy, 6% Weft Curly and 2% afro curly. At the time of choosing the cut, 43.2% used very short above the ears, 20.6% short covering the ears and 19.3% scraping.
The search for a more natural look has grown among Brazilian women, and progressively they have used less hair and hair. The behavior has also made the choice by coloring, the most popular chemical procedure among women, change of tone: the blonde has lost space and the brown earned points in preference. In addition, curly hair donors are the least adept at chemistry.
Altogether, in the last six months, 62.2% of the female public underwent some chemical treatment in the hair, while 13.7% of the male consumers adhered to some procedure of this type. Most of them (23%) apply products at home and 20% go to the beauty salon.
Frizz is what worries women the most: 45.3% choose it as the main problem, especially among younger women. The ranking is complete with dual tip care and hair loss. According to increasing age, gray wires and little volume also come on the list. Among men, dandruff is the main concern of 35.5% of them, besides the loss of hair and gray hair.