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Introduction and Landscape
Why was the report written?
Marketers in the Sun care market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Sun care market they account for, and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. After-sun, Self-tan, and Sun Protection are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.
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What are the key drivers behind recent
market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and
essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Self-tan and Sun Protection.
Detailed consumer segmentation
covering over 26 consumer groups, 20 consumer trends, and consumption frequency
for each product category.
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more on “The Brazilian Sun care Market:
What Consumers Use and Why?” report below.
Consumer penetration for brands and private labels,
based upon the original survey and then subsequent consumer tracking and
modeling.
Unique retailer choice data at the product category
level in organized sector, based upon the original survey and then subsequent
consumer tracking and modeling.
Key Market Issues
Female consumers have a 58% share of the Sun care market despite accounting for only 51% of the population. This indicates that Brazilian women tend to have a higher awareness of skin health than men.
Consumer segmentation analysis of the Sun care
market in Brazil by wealth group reveals that the Better Off and Affluent
wealth groups account for a larger share of the market than the Moderate Income
and Hard Pressed wealth groups. This suggests strong potential for premium
products.
Consumer segmentation analysis of the Sun care
market in Brazil, by the amount of time people have to spare, reveals that the
Time Poor and No Time groups account for more than half of the total Sun care
market by value. As such, consumers will prize products that provide
convenience.
Key Highlights
Private label penetration in the Sun care market in Brazil is minimal, peaking at 5% in the Self-tan and 3% in After-sun product categories. However, this is expected to increase as the Brazilian organized retail market matures and becomes increasingly concentrated.
Distribution of Sun care products in Brazil is
highly fragmented, with the three largest organized retailers accounting for
75% of the market by volume. However, the market is expected to increase in
concentration is it matures, boosted by investment by large international
retailers such as Wal-Mart, Carrefour, and Casino.
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