Report

Beauty and Personal Care in Brazil
Euromonitor International
July 2024

List Of Contents And Tables

BEAUTY AND PERSONAL CARE IN BRAZIL
EXECUTIVE SUMMARY
Beauty and personal care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Mass segment narrows growth gap with premium segment in 2023
Mass personal care categories rebound, surpassing performance of mass beauty categories, while Brazil has a mature market for sustainable products
WhatsApp consolidates as an important tool for online sales of mass products
PROSPECTS AND OPPORTUNITIES
Mass segment expected to remain dominant in Brazil despite maturity, with several categories holding significant potential for growth
Consumers anticipated to blend the use of premium and mass products, seeking higher quality as incomes rise
Omnichannel should continue to be an important driver of growth
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
PREMIUM BEAUTY AND PERSONAL CARE IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Premium segment sees double-digit growth, but slows compared with previous years; "dupes" limit growth in fragrances, while the heat boosts sun protection
Colour cosmetics regains momentum, while skin care continues to hold its place as a promising category in Brazil
Key drivers of growth in retail e-commerce in the premium segment in Brazil are free shipping, expanded consumer base, and easy repurchasing
PROSPECTS AND OPPORTUNITIES
Growth of premium beauty and personal care potentially influenced by climate change and macroeconomic indicators
Proven efficacy and benefits are poised to become pivotal factors driving the future success of premium beauty and personal care in Brazil
Rising retail channels: The growing role of pharmacies and shopping centres in premium skin care in Brazil
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
BABY AND CHILD-SPECIFIC PRODUCTS IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Baby and child-specific sun care gains momentum in 2023
The importance of hair care in Brazil is reflected in the launch of baby and child-specific hair care products
Pharmacy shelves reflect the rise of premium brands, while direct selling giant Grupo Boticario makes strides in baby and child-specific products
PROSPECTS AND OPPORTUNITIES
Postponed motherhood paves the way for discerning shoppers poised to reshape the brand preference landscape
Children's interest in skin care products causes concern
Nostalgia and immersive in-store experiences should stimulate a return to shopping in bricks-and-mortar spaces
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
BATH AND SHOWER IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Heatwaves and gift items boost demand for bar soap
Despite weak growth in other bath and shower categories, demand for dermocosmetics remains a bright spot
Premiumisation drives growth in retail e-commerce, although supermarkets and direct selling continue to dominate bath and shower
PROSPECTS AND OPPORTUNITIES
Bath and shower poised for growth, defying category maturity
Rising demand for female-focused products, driven by the growing female population
The future of consumer channels: Shaping post-pandemic shopping trends
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2018-2023
Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
COLOUR COSMETICS IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Lip products are the highlight of growth in colour cosmetics in Brazil
After the launch boom, the era of influencer brand consolidation begins
Colour cosmetics has the worst retail e-commerce performance within beauty and personal care
PROSPECTS AND OPPORTUNITIES
Despite the influx of budget options, the future of colour cosmetics looks promising, although women's incomes will continue to limit sales
Loyalty is the ultimate challenge, while tween beauty expands amidst concerns
Change in the geographical concentration of the Brazilian population could favour fragmentation in the forecast period
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
DEODORANTS IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising temperatures and new usage occasions drive double-digit value growth for deodorants
Body splashes and newcomers shake up the deodorants category
Premiumisation process opens up space for retail e-commerce to advance
PROSPECTS AND OPPORTUNITIES
Deodorant sprays expected to remain the main format in the market, although deodorant sticks and pumps set to advance at a faster pace
Synergy with a healthy lifestyle and the practice of sports will continue to boost sales of deodorants
New brands and products will drive e-commerce growth, but pharmacies and grocery retailers will continue to account for the highest shares of sales
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2018-2023
Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
DEPILATORIES IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Tourism resurgence fuels growth for depilatories, but the revival of beauty salons carves out its share of hair removal
Demand for more natural compositions is growing in a market still marked by concentration and controversy
The "premium shower" brings opportunities to the mature depilatories category in Brazil
PROSPECTS AND OPPORTUNITIES
Media coverage of risks of laser hair removal impacts depilatories forecast, but challenges persist due to maturity and competition from salons
Loyalty is already a reality in depilatories in Brazil, and attempts to expand continue through complementary products to the hair removal routine
Population ageing may bring about both volume reduction and a shift towards premiumisation
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2018-2023
Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
FRAGRANCES IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Fragrances thrives amidst double-digit value growth, while "dupe culture" emerges as a strategy to mitigate price increases
Rising temperatures act as a driver for the substitution effect from fragrances to body splashes
Slowdown in premium demand impacts retail e-commerce growth, while direct selling remains the main distribution channel
PROSPECTS AND OPPORTUNITIES
Luxury within luxury, and niche fragrances point to a new stage in the polarisation of consumption
A new gender divide could also impact demand trends
Changes in population composition may influence the future of retail channels for fragrances
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2018-2023
Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
HAIR CARE IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Heat, sports, and ingredient-led beauty are key growth drivers for shampoos, and conditioners and treatments
Freedom in hair care fosters fertile ground for innovation and addressing specific needs
Retail e-commerce loses momentum against bricks-and-mortar outlets in 2023
PROSPECTS AND OPPORTUNITIES
Styling agents set to be a growth highlight in hair care in the forecast period
The growing influence of Latin America, and the potential to expand Brazil's hair care expertise globally
Unlocking potential: The evolution of hair care trends through men's hair transplants
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2018-2023
Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
MEN'S GROOMING IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Brazilian men are becoming more active shoppers in a category still dominated by fragrances
Hygiene categories benefit from activities outside the home post COVID-19, and sport remains a key medium for connecting with consumers
Retail e-commerce stabilises at a much higher level of sales than pre-pandemic, but direct selling is the highlight of 2023
PROSPECTS AND OPPORTUNITIES
Efficiently meeting specific needs boosts demand for beauty products, and the weather set to drive interest in hygiene products
The Brazilian market has not yet explored holistic health and wellness as an effective strategy to attract men
International travel likely to continue to be an obstacle to growth in premium men's grooming, while in the mass segment competition for wallet share will continue
CATEGORY DATA
Table 91 Sales of Men's Grooming by Category: Value 2018-2023
Table 92 Sales of Men's Grooming by Category: % Value Growth 2018-2023
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 95 NBO Company Shares of Men's Grooming: % Value 2019-2023
Table 96 LBN Brand Shares of Men's Grooming: % Value 2020-2023
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 98 Forecast Sales of Men's Grooming by Category: Value 2023-2028
Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2023-2028
ORAL CARE IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Brazil solidifies itself as the third largest oral care market globally
Strong advertising efforts and event sponsorship mainly focused on younger consumers
The importance of dentist endorsement and the prevalence of health and beauty specialists
PROSPECTS AND OPPORTUNITIES
Increasing government investment in oral health
Innovation expected to highly impact oral care over the coming years
New methods of nicotine consumption amongst youngsters may challenge oral health
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2018-2023
Table 101 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 102 Sales of Toothbrushes by Category: Value 2018-2023
Table 103 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 105 NBO Company Shares of Oral Care: % Value 2019-2023
Table 106 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
Table 108 LBN Brand Shares of Toothpaste: % Value 2020-2023
Table 109 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 111 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
SKIN CARE IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Lip care and basic moisturisers thrive, but skin care lags in beauty and personal care; competition with sun protection is still a barrier to growth in facial care
Beyond scent, skin healthcare is establishing itself as an avenue for growth in body care
Giftable items drive growth for direct selling and beauty specialists, while pharmacies and retail e-commerce lead in facial self-care
PROSPECTS AND OPPORTUNITIES
Trade-off between performance and values highlights contradictions in consumption
Extreme weather events related to climate change set to increase arbovirus cases, leading to higher repellent use and potential skin irritation
Private label makes pharmacies more than sales spaces, while grocery retailers innovate to overcome sales challenges
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2018-2023
Table 114 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 115 NBO Company Shares of Skin Care: % Value 2019-2023
Table 116 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
Table 118 LBN Brand Shares of Anti-agers: % Value 2020-2023
Table 119 LBN Brand Shares of Firming Body Care: % Value 2020-2023
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 122 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
SUN CARE IN BRAZIL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising temperatures drive double-digit growth for sun care
Sun protection strengthens its position as a gateway for facial skin care in Brazil
Private label sun protection products are making headway in pharmacies
PROSPECTS AND OPPORTUNITIES
Climate change and Law 14.539/23 could increase demand for sun care in the forecast period
Multifunctionality could limit growth for sun protection
Diminishing significance of grocery retailers as sales move to pharmacies and retail e-commerce, while international purchases could pose a challenge
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2018-2023
Table 125 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 126 NBO Company Shares of Sun Care: % Value 2019-2023
Table 127 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 129 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028