Page 43 - ABIHPEC ANUARIO 2018

2018 YEARBOOK SCENARIOS 43

pattern that prevailed in the 23 years before mentioning the perfumery that presented growth
2015, when there was the first retraction of the of 11.7% and skin care with an increase of 7.2%, in
segment in more than two decades), CT&F in- the latter case the highest demand was for an-
vested more in promotions. tiaging products, which represented an increase
of 8.9% in the Brazilian market.
“2017 was the year of the price war. The diffi-
culties led companies to launch products with more Another category directly related to the ques-
affordable prices and to carry out strong promo- tion of essentiality and that grew by 8.8% was oral
tional activity in sales outlets with communication hygiene. In constant growth above average in re-
actions,� explained Basilio. cent years, the male market increased by 6.1%,
with several launches aimed at this consumer.
According to the Euromonitor, Strategic Re-
search Institute for Consumer Markets that con- It is noteworthy to mention the investment
siders the final price of the product (including of brands in what are known as digital influenc-
taxes and fees), Brazil is the 4th largest CT&F ers, a more intimate way of approaching your
market in the world, closing the year 2017 with R$ audience to present the news of the sector. This,
102.5 billion, increase of 3.2% in relation to 2016, among many, is just one example of the mar-
and a 6.9% market share in the global market. keting actions that companies have invested to
maintain sales.
The growth of the Brazilian market slows the
gap between Japan, which lost its share from 8.3% TAX PRESSURE
in 2016 to 7.8% in 2017. In addition, Brazil retakes
its position as the 3rd largest market for hair care The great recession of 2015 and 2016, accompa-
and oral hygiene, which proves the constant con- nied by the increase in the tax burden (IPI and
cern of the population with essential products ICMS) brought, in addition to the downturn in
for the maintenance of health. sales in the sector, an effect contrary to that de-
sired by the government, with a reduction in the
In relation to Latin America, the country collection curve.
maintained its 49% participation in the region.

Among the outstanding categories, it is worth

UNITED STATES CHINA TOP 10 CT&F WORLDWIDE CONSUMERS – 2017 (US$ BILLION)
86,1 (18,5%) 53,5 (11,5%)
JAPAN BRAZIL GERMANY UNITED KINGDOM FRANCE INDIA SOUTH KOREA ITALY
36,1 (7,8%) 32,1 (6,9%) 18,6 (4,0%) 16,4 (3,5%) 14,5 (3,1%) 13,6 (2,9%) 12,6 (2,7%) 11,2 (2,4%)

2º 3º 4º 5º 8º

DEODORANTS COSMETICS BATH PRODUCTS DEPILATORY PRODUCTS SKIN CARE
PERFUMES CHILDREN’S PRODUCTS MAKE-UP
MEN’S PRODUCTS HAIR PRODUCTS
SUNSCREEN

SOURCE: EUROMONITOR / 2017