Men's grooming has suffered from the negative impact of the pandemic. However, it served to reinforce concepts and brought new business opportunities.
Players focused on men's grooming are increasingly leveraging changes in consumer behaviour. Brazilian men have been intensifying their search for novelty and seeking to expand awareness of more sophisticated needs in terms of self-care and beauty.
While e-commerce gained ground and expanded during the pandemic in Brazil, store-based retailing and direct selling remain the most popular distribution channels for men’s grooming. Within store-based retailing, supermarkets, beauty specialists and drugstores/parapharmacies are the main channels where these products concentrate the bulk of revenue.
Despite the positive development of men’s behaviour over the review period, many Brazilian males still tend to be conservative in their approach to grooming. It is extremely common for women to be responsible for buying essential hygiene products for the entire family, with many males remaining removed from purchasing decisions and unable to identify the need for specific beauty and hygiene brands to be incorporated into their routines.
Environmental concerns are in the spotlight and consumers are gradually becoming more engaged by searching for alternative products that reduce or eliminate their impact. Thus, brands that have a positioning of being natural, organic, cruelty-free and vegan are more visible in their clean supply chains.
The pandemic forced Brazilian males to spend prolonged time at home, which allowed them to value self-care. Younger generations are more open to grooming and are helping to erode traditional taboos in the country.
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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.
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This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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