DEPILATORIES IN BRAZIL 16 May 2011
HEADLINES Depilatories sales increase 29% in current value terms to reach R$340 million in 2010 The sector is the most dynamic within the beauty and personal care industry in 2010 Hair removers/bleaches products sees the most dynamic current value growth of 41% in the year Average retail prices follow inflation levels Procter & Gamble, Reckitt Benckiser and Química Geral do Nordeste lead sales in 2010 Depilatories is expected to achieve a strong performance over the 2010-2015 period with a constant value CAGR of 11%
COMPETITIVE LANDSCAPE Procter & Gamble led sales of depilatories due to its dominance in razors and blades under brands such as Gillette Prestobarba for Women and Gillette Sensor Excel. During the 2010 FIFA World Cup event, the company invested significantly in marketing campaigns on television mainly for its men’s razors and blades lines. However, women’s shaving products also benefited from such investments in the year. Química Geral do Nordeste was the major winner in terms of gaining value share in 2010, achieving a 25% share in 2010. Continued product innovations coupled with extensive promotional activities explain this strong performance in recent years.
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NATIONAL BRAND OWNERS AND THEIR BRANDS Company Name (NBO)
Brand (GBO)
American Safety Razor Co, The
Personna Woman (American Safety Razor Co, The)
Arcom SA
Schick Extreme III (Energizer Holdings Inc)
Avon Cosméticos Ltda
Avon Skin So Soft (Avon Products Inc)
Bic Indústria Esferográfica Brasileira SA
Bic (Bic SA, Sté)
Helcla Cosméticos Distribuidora Ltda
Depilsam (Helcla Cosméticos Distribuidora Ltda)
Procter & Gamble do Brasil SA
Gillette Prestobarba (Procter & Gamble Co, The), Gillette Sensor Excel for Women (Procter & Gamble Co, The)
Química Geral do Nordeste SA
Depiroll (Church & Dwight Co Inc)
Reckitt Benckiser (Brasil) Ltda
Veet (Reckitt Benckiser Plc)
Source: Passport by Euromonitor International
© Euromonitor International 2011
www.euromonitor.com
FORECAST
DEFINITIONS AND METHODOLOGY Depilatories This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches. Methodology This report is derived from Euromonitor International’s Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques: National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis
Š Euromonitor International 2011
www.euromonitor.com