Immune to the crisis, beauty industry grows 15% in 2009
Valor Econômico
The beauty industry ended 2009 with earnings of R$ 25 billion (US$ 12.7 billion), growth of 15% over the previous year. Deflated, the increase in the sales of the manufacturers of personal hygiene, perfumery and cosmetics continues in two digits: high of 11.8%. That is a proof such market has remained virtually immune to the crisis and continues benefiting from the increase of the purchasing power of the population. For 2010, the forecast is of real growth between 10% and 12%. "In the last 14 years, the sector presented average real growth of nearly 10% a year", says José Carlos Basilio da Silva, President of the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (Abihpec) - for exact 14 years in the office.
The only setback in the sector, according to Basilio, was seen in the exports, adversely affected by the appreciation in value of the Real in relation to the US Dollar. There was a 15.5% fall in the exported volume and 9.3% in the value, which dropped to US$ 650 million. The main purchasing countries are Argentina, Chile and Venezuela. The imports have fallen as well: 9% in volume and 2.1% in value, to R$ 456 million.
In 2009, 58% of the sales of this market were concentrated in personal hygiene. With earnings of R$ 14.5 billion (US$ 7.36 billion), the segment grew 14.4% in value and 4.6% in volume. The category of soaps stood out and registered earnings 27% higher. According to Basilio, the increase was pulled by liquid soaps, of higher added value. The category of toothpastes also presented a significant increase in sales in 2009: 17.5% in value and 8.7% in volume.
In the segment of cosmetics, responsible for 27% of the total sales of the industry last year, the increase reached 15% in earnings and 3% in volume. Nail enamels were in the spotlight; the category grew 15.6% in volume and 34% in earnings, getting to R$ 390 million (US$ 198 million). The amount is virtually the same of the sales of face make-up (R$ 391 million/US$ 198.5 million), another highlight in the period, with increase of 22% in volume and 40% in value. According to the Executive, the industries are investing in technology to produce lighter makeup that does not block the pores and provides a more natural effect. Regarding nail enamels, Brazil is the world leader in consumption, he affirms.
As for perfumery, which meant 15% of the total sales of the sector (with 16% increase in value and 3.5% in volume in 2009), direct sale dominates. The channel is responsible for 71% of the sales of the segment, whereas the franchises respond for 21% and the traditional market, 8%.