Synopsis

This report provides the results for the Make-Up market in Brazil from Canadean’s unique, highly detailed and proprietary study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.
Its coverage includes, but is not limited to, consumption behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Marketers in the Make-Up market in Brazil face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.
This report provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Make-Up market in Brazil they account for and which consumer trends drive their behaviour, and as such allows marketers to develop strong growth strategies.

Scope

Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – and as such marketers need to know what these trends are and be able to quantify their influence in the market.
This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the market by examining over 20 consumer trends and the share of sales across over 30 consumer groups.

Reasons To Buy

The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights

Detailed category coverage is provided, covering the Eye Make-Up market, the Face Make-Up market, the Lip Make-Up and the Nail Make-Up market.
Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each product category covered.
Detailed brand and private label category shares for 2011 for each product category
Unique retailer choice and switching data at the product category level for 2011

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their childrens behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Make-up Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 24
2.3 Cohort Groups and Market Value by Category
2.3.1 Eye Make-up
2.3.2 Face Make-up
2.3.3 Lip Make-up
2.3.4 Nail Make-up
2.4 Behavioural Trends and Market Value
2.4.1 Eye Make-up
2.4.2 Face Make-up
2.4.3 Lip Make-up
2.4.4 Nail Make-up
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Eye Make-up
3.1.2 Face Make-up
3.1.3 Lip Make-up
3.1.4 Nail Make-up
3.2 Consumer Profiles by Product Category
3.2.1 Eye Make-up
3.2.2 Face Make-up
3.2.3 Lip Make-up
3.2.4 Nail Make-up
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Make-up Brand Choice and Private Label Shares
4.2.1 Eye Make-up
4.2.2 Face Make-up
4.2.3 Lip Make-up
4.2.4 Nail Make-up
5 The Share of Consumers influenced by Trends
5.1 Trend Drivers of Consumers Product Choices
5.1.1 Overall Make-up
5.1.2 Eye Make-up
5.1.3 Face Make-up
5.1.4 Lip Make-up
5.1.5 Nail Make-up
6 Consumption Impact: Market Valuation
6.1 Make-up Value Impact of Consumer Consumption Behaviour
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Make-up Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Make-up Volume Impact of Consumer Behaviour Trends
6.3.1 Share Growth by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share by Category
7.1.1 Retail Share by Volume - Eye Make-up
7.1.2 Retail Share by Volume - Face Make-up
7.1.3 Retail Share by Volume - Lip Make-up
7.1.4 Retail Share by Volume - Nail Make-up
7.2 Levels of Retailer Switching in the Last Six Months
7.2.1 Matrix of Switching Behavior in Last Six Months of 2011
7.2.2 A. Angeloni Switching analysis
7.2.3 Carrefour Switching analysis
7.2.4 Cencosud Switching analysis
7.2.5 Cia Zaffari Switching analysis
7.2.6 Companhia Brasileira de Distribuicao Switching analysis
7.2.7 Coop Cooperativa de Consumo Switching analysis
7.2.8 DMA Distribuidora Switching analysis
7.2.9 Drogasil S.A. Switching analysis
7.2.10 G.Barbosa Switching analysis
7.2.11 Irmaos Bretas Switching analysis
7.2.12 Irmaos Muffato Switching analysis
7.2.13 Lojas Americanas Switching analysis
7.2.14 Outro Switching analysis
7.2.15 SHV Makro Switching analysis
7.2.16 Wal-Mart Switching analysis
7.3 Profiles of End-Consumers of Make-up, by Retailer Used
7.3.1 A. Angeloni
7.3.2 Carrefour
7.3.3 Casino
7.3.4 Cencosud
7.3.5 Cia Zaffari
7.3.6 Companhia Brasileira de Distribuicao
7.3.7 Coop Cooperativa de Consumo
7.3.8 DMA Distribuidora
7.3.9 Drogasil S.A.
7.3.10 G.Barbosa
7.3.11 Irmaos Bretas
7.3.12 Irmaos Muffato
7.3.13 Lojas Americanas
7.3.14 Outro
7.3.15 Prezunic
7.3.16 SHV Makro
7.3.17 Wal-Mart
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Make-up Market
Table 2: Foreign Exchange Rate - BRL Vs. US$, 2011
Table 3: Population Profiles
Table 4: Brazil Make-up Value Share (%), by Age Groups, 2011
Table 5: Brazil Make-up Value Share (%), by Gender, 2011
Table 6: Brazil Make-up Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Brazil Make-up Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Brazil Make-up Value Share (%) by Wealth Groups, 2011
Table 9: Brazil Make-up Value Share (%) by Busy Lives Groups, 2011
Table 10: Brazil Eye Make-up Consumer Group Share (% market value), 2011
Table 11: Brazil Face Make-up Consumer Group Share (% market value), 2011
Table 12: Brazil Lip Make-up Consumer Group Share (% market value), 2011
Table 13: Brazil Nail Make-up Consumer Group Share (% market value), 2011
Table 14: Brazil Total Eye Make-up Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Brazil Total Face Make-up Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Brazil Total Lip Make-up Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Brazil Total Nail Make-up Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Brazil Eye Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Brazil Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Brazil Face Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Brazil Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Brazil Lip Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Brazil Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Brazil Nail Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Brazil Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Brazil Eye Make-up Consumer Profiles (% consumers by sub-group), 2011
Table 27: Brazil Face Make-up Consumer Profiles (% consumers by sub-group), 2011
Table 28: Brazil Lip Make-up Consumer Profiles (% consumers by sub-group), 2011
Table 29: Brazil Nail Make-up Consumer Profiles (% consumers by sub-group), 2011
Table 30: Brazil Make-up Private Label Penetration (% Vol), by Category, 2011
Table 31: Brazil Eye Make-up Brand Share by Volume (% Vol), 2011
Table 32: Brazil Face Make-up Brand Share by Volume (% Vol), 2011
Table 33: Brazil Lip Make-up Brand Share by Volume (% Vol), 2011
Table 34: Brazil Nail Make-up Brand Share by Volume (% Vol), 2011
Table 35: Brazil, Overall Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 36: Brazil, Overall Eye Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 37: Brazil, Overall Face Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 38: Brazil, Overall Lip Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 39: Brazil, Overall Nail Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 40: Brazil Make-up Market Value (Brazilian Real million), by Category, 2011
Table 41: Brazil Make-up Market Value (US$ million), by Category, 2011
Table 42: Brazil Make-up Market Volume (Kg m)(Ltrs m), by Category, 2011
Table 43: Brazil Make-up Market Share (US$ million), by Category, 2011
Table 44: Brazil Make-up Expenditure Per Capita (Brazilian Real), by Category, 2011
Table 45: Brazil Make-up Expenditure Per Capita (US$), by Category, 2011
Table 46: Brazil Make-up Expenditure Per Household (Brazilian Real), by Category
Table 47: Brazil Make-up Expenditure Per Household (US$), by Category
Table 48: Brazil Make-up Market Volume Share (Kg m)(Ltrs m), by Category, 2011
Table 49: Brazil Make-up Consumption Per Capita (Kilograms per head), by Category, 2011
Table 50: Brazil Make-up Consumption Per Household (Kilograms per household), by Category, 2011
Table 51: Brazil Eye Make-up Retailer Share by Volume (Kg m), 2011
Table 52: Brazil Face Make-up Retailer Share by Volume (Kg m), 2011
Table 53: Brazil Lip Make-up Retailer Share by Volume (Ltrs m), 2011
Table 54: Brazil Nail Make-up Retailer Share by Volume (Ltrs m), 2011
Table 55: Brazil: Switchers From A. Angeloni for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 56: Brazil: Switchers to Carrefour for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 57: Brazil: Switchers From Carrefour for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 58: Brazil: Switchers From Cencosud for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 59: Brazil: Switchers to Cia Zaffari for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 60: Brazil: Switchers to Companhia Brasileira de Distribuicao for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 61: Brazil: Switchers From Companhia Brasileira de Distribuicao for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 62: Brazil: Switchers From Coop Cooperativa de Consumo for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 63: Brazil: Switchers to DMA Distribuidora for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 64: Brazil: Switchers From DMA Distribuidora for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 65: Brazil: Switchers to Drogasil S.A. for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 66: Brazil: Switchers From Drogasil S.A. for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 67: Brazil: Switchers to G.Barbosa for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 68: Brazil: Switchers From G.Barbosa for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 69: Brazil: Switchers to Irmaos Bretas for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 70: Brazil: Switchers From Irmaos Bretas for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 71: Brazil: Switchers to Irmaos Muffato for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 72: Brazil: Switchers to Lojas Americanas for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 73: Brazil: Switchers From Lojas Americanas for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 74: Brazil: Switchers to Outro for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 75: Brazil: Switchers From Outro for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 76: Brazil: Switchers to SHV Makro for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 77: Brazil: Switchers From SHV Makro for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 78: Brazil: Switchers to Wal-Mart for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 79: Brazil: Switchers From Wal-Mart for Their Make-up Purchases in the Last Six Months (Thousands), 2011
Table 80: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup), 2011
Table 81: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup), 2011
Table 82: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Casino (% by Subgroup), 2011
Table 83: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Cencosud (% by Subgroup), 2011
Table 84: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup), 2011
Table 85: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup), 2011
Table 86: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup), 2011
Table 87: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup), 2011
Table 88: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup), 2011
Table 89: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup), 2011
Table 90: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup), 2011
Table 91: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup), 2011
Table 92: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup), 2011
Table 93: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Outro (% by Subgroup), 2011
Table 94: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup), 2011
Table 95: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup), 2011
Table 96: Brazil: Profile of Make-up Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup), 2011

List of Figures

Figure 1: Consumer Panel Report Methodology
Figure 2: Brazil Make-up Value Share (%), by Age Groups, 2011
Figure 3: Brazil Make-up Value Share (%), by Gender, 2011
Figure 4: Brazil Make-up Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Brazil Make-up Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Brazil Make-up Value Share (%) by Wealth Groups, 2011
Figure 7: Brazil Make-up Value Share (%) by Busy Lives Groups, 2011
Figure 8: Brazil Eye Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Brazil Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Brazil Face Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Brazil Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Brazil Lip Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Brazil Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Brazil Nail Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Brazil Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Brazil Make-up Private Label Penetration (% Vol), by Category, 2011
Figure 17: Brazil Make-up Market Share (US$ million), by Category, 2011
Figure 18: Brazil Make-up Expenditure Per Capita (US$), by Category, 2011
Figure 19: Brazil Make-up Expenditure Per Household (US$), by Category
Figure 20: Brazil Eye Make-up Retailer Share by Volume (Kg m), 2011
Figure 21: Brazil Face Make-up Retailer Share by Volume (Kg m), 2011
Figure 22: Brazil Lip Make-up Retailer Share by Volume (Ltrs m), 2011
Figure 23: Brazil Nail Make-up Retailer Share by Volume (Ltrs m), 2011
Figure 24: Brazil: People Who Have Switched Retailer for Their Make-up Purchases in the Last Six Months (Thousands), 2011