Brazil: hair cream brands penetration rate 2018

In 2018, Unilever Brasil Ltda. was the company with the highest brand penetration in the hair combing cream segment in Brazil. Nearly 23 percent of households purchased hair cream of brands such as Seda, Dove, and TRESemmé, marketed by this company. L'Oréal Brasil ranked second, with a penetration of 9.2 percent.

Hair cream companies with the highest brand penetration rate in Brazil in 2018

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Sources

Release date

October 2019

Region

Brazil

Survey time period

2018

Special properties

Figures refer to hair combing cream

Supplementary notes

Penetration rate is defined as the percentage of households who have purchased a brand corresponding to the company during the previous year. Each company is classified by the sum of all brands in their portfolio under the surveyed category.
Each percentage point represents 560 thousand Brazilian households.
Only cities with more than ten thousand inhabitants were surveyed (with the exception of the North region, when only cities with more than 200 thousand inhabitants were surveyed).

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Statistics on "Cosmetics industry in Brazil"

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