35 / 231
Brasil
PackTrends
2020
35
packaging market: world and Brazil
Table 1.57
Personal care industry: growth and country shares
Personal Care
US$ million
2010
US$ million
2011
Growth %
Participation %
World
387,727.1
425,866.5
9.8
USA
60,744.0
63,086.4
3.9
14.8
Japan
43,381.7
47,267.7
9.0
11.1
Brasil
36.186,9
43.028,5
18,9
10,1
China
36,186.9
43,028.5
18.9
10.1
Germany
23,879.4
27,704.3
16.0
6.5
France
17,730.3
19.419.9
9.5
4.6
United Kingdom
16,079.1
17,019.8
7.6
4.1
Russia
12,373
14,187.0
14.7
4.0
Italy
12,158.1
12,964.7
6.6
3.3
Spain
11,007.4
11,007.4
5.1
2.6
Top 10
272,980.4
272,980.4
9.8
64.1
Source: ABHIPEC (2011b, 9 p.)
With the continued growth of the sector, there
will be a continuing investment in the qualitative
development of products to meet the demands of a
consumer increasingly avid for quality and increasingly
more complete product lines focused on the specific
needs of users. The development of the category is
marked by the broadening of the range of products
available in the market, especially the items listed on
Chart 1.6.
The sunscreen segment was the fastest growing
in recent years in Brazil, thanks to better consumer
understanding with regard to skin protection. This
observed change in behavior of the population in recent
years has brought products to the market for diversified
aspects of everyday life, as lip protector, for hands, face
and neck. Another segmentation that has done well is
related to the skin type (e.g.: for coloured, oily skin etc.).
The growing use of sunscreen by the male
segment is also significant. For men, the main attribute
is achieving the basic objective. For women, besides
that objective, they look for hydration, spreadability,
soft scent, non-greasy formula. Before even worrying
whether the product protects against UVA and UVB,
they note the texture, fragrance and packaging, the
most common being PP or PET bottles with flip tops
plastic tubes (with lower share) and plastic bottles with
sprays.
Brazil is now the second largest market for the
consumption of fragrances. However, only around 6%
of sales in the Brazilian market are imported perfumes,
the remainder being national brands and, among them,
the major players are: Natura, Avon and O Boticário.
Women have increasingly used more than just a single
perfume, usually around three to four different types.
However, men are more likely to remain loyal to the
same perfume for longer periods.
This segment is expected to increase packaging
consumption, with average rates of 5.5% per year in
value (US$ millions), and 5.7% in volume (tonnes)
between 2011 and 2015. Metal and plastic packaging
should show the highest growth rates (
Tables 1.58,
1.59 and 1.60
).