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ブラジルの男性用トイレタリー製品市場の傾向と発展

Market Focus: Trends and Developments in the Male Toiletries Sector in Brazil

発行 Canadean 商品コード 298796
出版日 ページ情報 英文 39 Pages
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ブラジルの男性用トイレタリー製品市場の傾向と発展 Market Focus: Trends and Developments in the Male Toiletries Sector in Brazil
出版日: 2014年03月31日 ページ情報: 英文 39 Pages
概要

ブラジルの男性用トイレタリー製品市場では、特に青年層・中年層の消費頻度が高くなっています。一方、使い捨てカミソリの消費者の44.3%が「(日常生活が)非常に忙しい」と答えていることから、使いやすさ・利便性を更に向上させた製品の開発が今後の課題となっています。また、中年層の消費頻度の高さの背景には、実年齢よりも外見を若く見せたいという消費者の欲求があることから、この年代に焦点を合わせた、高級品への買い替え需要に対応した製品の開発も必要です。男性用トイレタリー製品市場の大半は使い捨てカミソリ・替刃が占めています。

当レポートでは、ブラジルにおける男性用トイレタリー製品市場の現状と動向について分析し、全体的な市場構造や背景事情、部門別の市場規模(過去の実績値と今後5年間の予測値)、消費者行動の傾向、プライベートブランドおよびブランド製品(ナショナルブランド)の動向、流通構造、関連産業(包装産業)との関連性、今後の市場発展の方向性などを調査・考察して、その結果を概略以下の構成でお届けします。

国の背景事情

  • 安定的な経済成長、巨大な年少人口、消費者信用の利用のし易さ:ブラジルの小売業の成長促進要因
  • 都市化率の高さ、巨大な中産階級集団:ブラジルの組織的小売業の成長促進要因
  • 点字面積の広さ、取り扱いブランド数の多さ、ディスカウントにより、ハイパー/スーパーマーケットが圧倒的な流通シェアを獲得する

消費者のプロファイル

  • 青年層・中年層の消費シェアが高い
  • 男性用トイレタリー製品の消費頻度の高さ:小売業者にとっての成長機会
  • 品質追求:男性用トイレタリー製品の最大の仕様促進要因
  • 個人的ニーズに応えるより高品質の製品:いまだに需要は大きい
  • 「お値打ち感」と「忙しい生活」:低価格で簡便な製品の消費促進要因

部門別分析

  • ブラジルの男性用トイレタリー製品市場の成長見通しは非常に明るい
  • 使い捨てカミソリ・アフターシェーブ・コロン:市場成長を促進する主なカテゴリー
  • 巨大な年少人口:使い捨てカミソリ・替刃の潜在的ユーザー人口の大きさ
  • 男性の身だしなみに対する関心の増大:アフターシェーブ・ポストシェーブ製品の成長機会

ブランド製品とプライベートブランド

  • Gillette:男性用トイレタリー製品市場で最も支配的なブランド
  • 大手カミソリブランド間の激しい市場競争のため、男性用トイレタリー用品市場でのプライベートブランドの普及率は低い
  • アフターシェーブ・コロンの分野では、プライベートブランドは急速に成長している

パッケージに関する考察

  • 硬質プラスチック、柔軟包装、紙・板紙:最も頻繁に利用されている包装手段
  • ブリスターパック:最大の市場シェアを有するが、今後は徐々に縮小する見通し

将来展望

  • 多機能電気カミソリとの競争激化と、男性ファッションの変化が、ブラジルの男性用トイレタリー製品市場の変化の促進要因となる

データ付表および分析手法概略

目次
Product Code: CS1485MF

This report provides a concise overview of the Male Toiletries market in Brazil. After reading this report, you will understand the size of the market, the economic, demographic, and behavioral trends that will drive its evolution and the leading companies within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?

This overview of the consumer and market dynamics of the Brazilian Male Toiletries sector allows new entrants and established companies to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?

Brazil has the second largest Male Toiletries market by value, as per Canadean data. The stable growth illustrated in the Male Toiletries sector, despite a slowdown in the country's economic growth, affirms further growth opportunities in the market.

What are the key drivers behind recent market changes?

Brazil has a significant number of young people below 30 years of age. The Early Young Adults, often the first-time users of shaving products, display a heavy consumption frequency of Male Toiletries products. In addition, Quality Seeking and Individualism are the key motivators for consumers that drive products consumption in the market.

What makes this report unique and essential to read?

This report brings together consumer insight and market data to provide a comprehensive brief of Brazil Male Toiletries sector. This allows for the rapid identification of key growth opportunities across four Male Toiletries categories and their packaging.

Key Features and Benefits

Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Male Toiletries sector in Brazil.

Key growth categories are highlighted by analyzing the market dynamics of four Male Toiletries categories: Aftershaves and Colognes, Disposable Razors and Blades, Post-Shave Cosmetics, and Pre-Shave Cosmetics.

Market shares are provided for the leading brands across the Aftershaves and Colognes, Disposable Razors and Blades, Post-Shave Cosmetics, and Pre-Shave Cosmetics categories.

An overview of packaging trends in Brazil Male Toiletries sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key future trends are highlighted and analyzed in order to identify opportunities and threats in the Male Toiletries sector.

Key Market Issues

Older Young Adults and Pre-Mid-Lifers have a high consumption share in the Male Toiletries market in Brazil. Besides, The majority (44.3%) of Disposable Razors and Blades users are time poor, therefore ease of use and convenience are key considerations for Male Toiletries manufacturers and retailers.

Heavy consumption frequency of Mid-Lifers is among the highest as consumers aim to look good for their age. Higher disposable income suggests marketers should target this age group as many will trade up to premium Male Toiletries products.

Better shelf-display, greater brand variety, and discounts make Hypermarkets and Supermarkets the dominant distribution channel for Male Toiletries.

Disposable razors in Brazil are facing competition from both electric razors and battery operated razors. Presently, disposable razors still dominate the market owing to their high budget promotions and consumer familiarity.

Post-shave Cosmetics and Pre-Shave Cosmetics will have lower market share in 2017 compared to 2007 because of higher growth in categories such as Men's Disposable Razors and Blades and Aftershaves and Colognes.

Key Highlights

Shaving is an intimate exercise; therefore consumers tend to grant importance to skin protection as well as a smooth shaving experience.

Private label penetration is low in Male Toiletries market in Brazil due to high market concentration by top razor brands. Furthermore majority of Brazilian men prefer to use branded Male Toiletries as big budget sales promotions and celebrity endorsement give an edge to top brands.

Though the majority of the Male Toiletries market is still accounted for by razors and blades however the Pre-shave and Post-shave products such as shaving gels and creams have recorded fast growth.

Individualism is a major motivational factor in the Male Toiletries market as consumers have very varied needs with regards to their skin and hair types, therefore products need to reflect individualism, personality and lifestyle needs.

Comparative share of packaging types used in Male Toiletries are unlikely to see any major change across the next 5 years. Blister Packs, the largest packaging type will record a marginal decline.

Table of Contents

Country context

  • Stable economic growth, a large young population, and the easy availability of consumer credit are factors driving growth in Brazil's retail sector
  • High urbanization rate and large middle income group are driving growth of organized retail in Brazil
  • Better shelf-display, greater brand variety, and discounts make Hypermarkets and Supermarkets the dominant distribution channel for Male Toiletries

Consumer Profile

  • Older Young Adults and Pre-Mid-Lifers have a high consumption share in the Male Toiletries market in Brazil
  • Heavy Consumption frequency of Male Toiletries products presents growth opportunities for retailers
  • Quality Seeking is the prime motivator influencing the use of Male Toiletries products
  • Better quality products addressing individual needs remain in high demand
  • Better Value for Money and Busy Lives are trends driving consumption of low-cost and easy to use Male Toiletries in Brazil

Sector Analysis

  • The Brazilian Male Toiletries market presents excellent predicted growth
  • Disposable Razors and Aftershaves and Colognes are the primary categories driving Male Toiletries market growth
  • The young population in Brazil to add significant number of new users in Disposable Razors and Blades category
  • Increased focus on male personal grooming creating growth opportunities in the Aftershave and Post-shave cosmetics categories

Brands and Private Labels

  • Gillette is the dominant brand in Male Toiletries market in Brazil
  • Low private label penetration in Male Toiletries market in Brazil due to high market concentration by top razor brands
  • Private label are registering high growth in the Disposable Razors and Aftershaves and Colognes categories

Packaging Insight

  • Rigid Plastics, Flexible Packaging and Paper and Board are the most used packaging material
  • Blister Packs, the largest packaging type, will record marginal decline during 2012-2017

Future Outlook

  • Increased competition from multi-functional electric cutting instrument and evolving male fashion driving changes in the Male Toiletries market in Brazil

Data Appendix and Summary Methodology

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