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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Brazil?
- Which are the leading brands in Brazil?
- How are products distributed in Brazil?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Brazil
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Communication and innovation: companies’ strategy to fight COVID-19
Beyond e-commerce: the pandemic-proof channels
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2018-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
Mass Beauty and Personal Care in Brazil
KEY DATA FINDINGS
2020 IMPACT
Fragrances key to determining the performance of the mass segment in 2020
Local industry strengthens benefits of mass over premium products
Increasing relevance of smaller and new brands to fuel the competition
RECOVERY AND OPPORTUNITIES
Mass products will continue to dominate
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
Premium Beauty and Personal Care in Brazil
KEY DATA FINDINGS
2020 IMPACT
Brazilian political and economic struggles limit opportunities for premium sales
Skin care, sun care, hair care and fragrances are important premium categories
RECOVERY AND OPPORTUNITIES
Premium to recover the pre-pandemic pace of growth, but mass to remain dominant
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
Baby and Child-Specific Products in Brazil
KEY DATA FINDINGS
2020 IMPACT
Skin care and hair care products help to relax babies
E-commerce grows in relevance in terms of distribution
Prices of baby wipes increase as a consequence of the production chain
RECOVERY AND OPPORTUNITIES
Licensed products as a strategy to add value
Companies will focus on environmental issues and product claims
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
Bath and Shower in Brazil
KEY DATA FINDINGS
2020 IMPACT
Preventative health as a response to COVID-19 lifts growth of bath and shower
Growth for functional products particularly notable
Hand sanitiser fuels growth after initial shortages
RECOVERY AND OPPORTUNITIES
Strong demand should persist in 2021, establishing a new normal
No major changes expected in distribution channel dynamics
Move from availability to quality in hand sanitisers
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
Colour Cosmetics in Brazil
KEY DATA FINDINGS
2020 IMPACT
COVID-19 pandemic negatively affects sales of colour cosmetics in 2020
Despite overall category decline, mass colour cosmetics gains share over premium
E-commerce and drugstores/parapharmacies the only channels to see growth
RECOVERY AND OPPORTUNITIES
Growth of colour cosmetics to return from 2022
“New normal”: long-term behaviour-resetting to affect colour cosmetics
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Deodorants in Brazil
KEY DATA FINDINGS
2020 IMPACT
Home seclusion influences consumption habits and leads to decline
Dynamics in deodorant formats during the crisis
Competitors fight over value share
RECOVERY AND OPPORTUNITIES
Product innovation will strengthen the deodorants competitive landscape
In the short-term, more flexible quarantine will help with recovery
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 60 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 61 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025
Depilatories in Brazil
KEY DATA FINDINGS
2020 IMPACT
Long-term social isolation measures affect hair removal regimes
Connection with self-care routines prevents major losses
RECOVERY AND OPPORTUNITIES
Professional services to pressure the performance of depilatories
Embracing hair: the fight against beauty standards
CATEGORY DATA
Table 62 Sales of Depilatories by Category: Value 2015-2020
Table 63 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 64 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 65 NBO Company Shares of Depilatories: % Value 2016-2020
Table 66 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 67 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 68 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
Fragrances in Brazil
KEY DATA FINDINGS
2020 IMPACT
Deodorants vs. fragrances: perfume beats functionality
Supply chain challenges due to exchange rates and packaging availability
Mass beats premium, and national brands gain penetration
RECOVERY AND OPPORTUNITIES
Recovery of former level of growth by 2022
E-commerce and direct selling are resilient channels despite the pandemic
New product launches and portfolio extension fundamental strategies for growth
CATEGORY DATA
Table 69 Sales of Fragrances by Category: Value 2015-2020
Table 70 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 71 NBO Company Shares of Fragrances: % Value 2016-2020
Table 72 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 73 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 75 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 76 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
Hair Care in Brazil
KEY DATA FINDINGS
2020 IMPACT
Economic instability reinforces the importance of value for money options
Collapse of salon professional hair care benefits at-home treatments
Boost to men’s hair care due to longer hair during quarantine
RECOVERY AND OPPORTUNITIES
Perms and relaxants forecast slow growth as consumers embrace their natural hair
Hair loss is a post-COVID-19 symptom, creating demand for personalised hair care
CATEGORY DATA
Table 77 Sales of Hair Care by Category: Value 2015-2020
Table 78 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 79 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 80 NBO Company Shares of Hair Care: % Value 2016-2020
Table 81 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 82 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 83 LBN Brand Shares of Colourants: % Value 2017-2020
Table 84 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 85 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 86 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 87 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 88 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 89 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025
Men's Grooming in Brazil
KEY DATA FINDINGS
2020 IMPACT
Men’s fragrances remains the most important and resilient category in 2020
Long beards and long hair lead to new self-care routines
RECOVERY AND OPPORTUNITIES
Return to growth in 2021, but not for men’s shaving
Direct selling will remain the leading distribution channel in men’s grooming
CATEGORY DATA
Table 90 Sales of Men’s Grooming by Category: Value 2015-2020
Table 91 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 92 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 93 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 94 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 95 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 96 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 97 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 98 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025
Oral Care in Brazil
KEY DATA FINDINGS
2020 IMPACT
Oral care as part of a self-care routine
Rising raw materials costs affect final prices to consumers
Trading down and multipacks seen as consequences of economic crisis
RECOVERY AND OPPORTUNITIES
The “InvisAlign Phenomenon” and a new perception of oral care
Will investment in promotion of electric toothbrushes be enough to fuel demand?
CATEGORY DATA
Table 99 Sales of Oral Care by Category: Value 2015-2020
Table 100 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 101 Sales of Toothbrushes by Category: Value 2015-2020
Table 102 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 103 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 104 NBO Company Shares of Oral Care: % Value 2016-2020
Table 105 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 106 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 107 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 108 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 109 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 110 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
Skin Care in Brazil
KEY DATA FINDINGS
2020 IMPACT
Change of mindset from make-up to preventative care benefits skin care
Mass products gain relevance over premium due to economic crisis
From “lipstick effect” to “hand cream effect” during the pandemic
RECOVERY AND OPPORTUNITIES
Direct selling, drugstores and e-commerce to remain among the top channels
Increasing competition from new entrants to fuel differentiation and added-value
CATEGORY DATA
Table 112 Sales of Skin Care by Category: Value 2015-2020
Table 113 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 114 NBO Company Shares of Skin Care: % Value 2016-2020
Table 115 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 116 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 117 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 118 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 119 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 121 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 122 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
Sun Care in Brazil
KEY DATA FINDINGS
2020 IMPACT
Longer than expected social isolation measures determine decline in sun care
Sanitary barriers in coastal cities and national parks hamper growth
Self-tanning is the only category to see growth in 2020
RECOVERY AND OPPORTUNITIES
Rebound effect should benefit sun care sales in Brazil
Sun care and skin care: strong correlation for product relevance
Counter-trend for self-tanning as consumers return to beaches
CATEGORY DATA
Table 123 Sales of Sun Care by Category: Value 2015-2020
Table 124 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 125 NBO Company Shares of Sun Care: % Value 2016-2020
Table 126 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 128 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.