Despite the severe negative impact of the COVID-19 pandemic on consumers’ available income and level of confidence, fragrances remained considered essential items – even more so than deodorants. With a higher than expected pace of growth, men’s fragrances recorded the strongest current value increase in 2020, with mass men’s fragrances performing particularly well.
With longer than expected social isolation measures, more men felt confident experimenting with new visual styles – either due to curiosity or need, as barber shops and hairdressers were not considered essential services and remained closed for several months during 2020. The truth is, many consumers actually wanted to embrace and dedicate more time to taking care of their new long hair and beards, reinforcing the importance of self-care rituals as an escape from the high anxiety among Brazilians at a difficult time.
Men’s hair care, men’s fragrances and men’s bath and shower were the only categories able to register positive current value growth in 2020. Of the others which struggled to overcome the first pandemic year, most are expected to resume growth as early as 2021.
In 2020, direct selling represented more than a third of value sales in men’s grooming and should remain the leading channel over the forecast period. As many men started to invest in grooming products in a more consistent way for the first time in 2020 (apart from the consolidated category of fragrances), direct selling representatives (locally known as consultoras) have been an important source of information on the best products – they are perceived as curators.
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Understand the latest market trends and future growth opportunities for the Men's Grooming 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.
If you're in the Men's Grooming 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.
This report originates from Passport, our Men's Grooming research and analysis database.
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