Despite Brazil’s position as the world’s 13th-largest economy, the country holds the position of second-largest market for fragrances. The local average per capita expenditure on fragrances in 2021 matched the level of consumption by Canadians, despite Brazilians struggling with lower disposable incomes.
The appeal for nostalgia within fragrances in an environment still marked by the pandemic led to the expansion of products referring to childhood, warmth and relief from stress and anxiety. For example, O Boticário returned to producing successful fragrances from the 1980s, 1990s and 2000s.
Fragrance players demonstrated strategic flexibility in the face of adversity in 2021, using e-commerce solutions to optimise sales. The sending of gifts, the use of algorithms to suggest products online or even the growth of digital native brands have supported the further penetration of e-commerce.
The search for uniqueness and the manifestation of personality influenced demand for niche fragrances in 2021. O Boticário, for example, launched Privée Scent Lab, which offers a personalised experience using the services of a professional perfumer, where specific combinations of components are explored to highlight the customer’s personality.
The global gaming industry is already more profitable than the music and film industries combined. In face of the isolation resulting from the pandemic, Brazilians intensified their gaming activity.
While 2021 was marked by reduced activity for mass fragrances, 2022 is expected to record a more positive performance. At the same time, a greater level of stabilisation is expected for premium fragrances after recording double-digit current value growth in 2021.
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Understand the latest market trends and future growth opportunities for the Fragrances 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.
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This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.See All of Our Definitions
This report originates from Passport, our Fragrances research and analysis database.
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