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Brazil's Consumer Brands Seek Global Expansion As Local Market Slows Down

September 28, 2013: 12:00 AM EST
Facing some serious market challenges, such as a slow economy and high consumer debt, Brazil’s consumer goods companies need to expand their focus beyond the domestic market. For example, local cosmetics company Natura has a 13.4 percent share of Brazil’s beauty and personal care market and with customers in 60 percent of the country’s households, according to consulting firm Brand Finance. It is the world’s 20th largest cosmetics brand in terms of value; however, 90 percent of its sales come from the domestic market and most of the rest coming from Latin America. Natura’s high-end competitor O Boticário, clothing company Hering, fashion company Riachuelo, Melissa, and Havaianas are some of the leading companies whose growth was driven by the country’s economic boom during the previous decade.
"BRAZIL: Consumer Goods Looks Good", The Economist, September 28, 2013, © The Economist Newspaper Limited
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