Men’s Grooming in Latin America

September 2019

Men’s grooming in Latin America grew over the review period as the category bounced back in 2017 and 2018 following poor performance in 2016. Fragrances dominates the region’s sales, yet men’s toiletries sales are expanding as men further engage with personal care. Direct selling remains the most popular distribution channel despite strong growth from others. Growth is anticipated for most countries as per capita expenditure rises and product lines continue to expand for men.

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Key Findings

Strong growth in men’s grooming following a weak year in 2016

Men’s grooming in Latin America achieved strong growth from 2013 to 2018 despite poor performance in 2016. Though certain countries have faced continued economic struggles such as Argentina and Venezuela, most Latin American economies saw growth over the historic period, which has spurred an increase in per capita spending across the region. Demand for men’s grooming products has grown as many Latin American countries have further developed and urbanised, leading to more mature retail channels and greater product availability.

Male awareness increasing for historically shunned personal care products

Latin American men are steadily venturing more and more into toiletry categories that they have historically been absent from such as skin care, hair care, and bath and shower. Changing social standards and perceptions about masculinity are shifting the way men are engaging with their appearance and daily routines. Social media and the internet have broadened awareness and opened the door for men to participate further in beauty and personal care.

Multinationals lead regional share, however, declining

Multinational companies lead regional share in Latin America primarily due to wide-ranging distribution capacity compared to smaller competitors limited to specific countries. Multinationals succeed in the region due to the quality perception of their products, however share is shifting as brands that have relied on certain categories are suffering due to changing tastes among Latin American men.

Direct selling a dominant channel yet under threat from developing channels

Direct selling remains the largest channel for men’s grooming in Latin America, however, hypermarkets/supermarkets, beauty specialist retailers and e-commerce channels are changing the way men shop. Hypermarkets/supermarkets and beauty specialist retailers are expanding across the region making more male-specific options available.


Key findings

Regional Overview

Putting Latin America in context
Latin America sees strong growth for men’s grooming in 2018
Fragrances in Brazil driving growth
Fragrances remain prevalent in Latin America’s smaller markets
Men’s toiletries driving growth outside Brazil
Men’s fragrances driving men’s grooming sales in Latin America (1)
Men’s fragrances drives men’s grooming sales in Latin America (2)
Direct selling continues to be major channel in Latin America...
…however, beauty specialist retailers is showing the most growth

Leading Companies and Brands

Multinationals control majority of sales in Latin America…
…however, their share is declining
Market diversification persists across Latin America
Top five brands remain stable, but shifts in ranking below

Forecast Projections

Growth forecast for all Latin American markets by the end of 2023 (1)
Growth forecast for all Latin American markets by the end of 2023 (2)
Improved economic environment to favour men’s grooming sales
Habit persistence, GDP per capita, and population to boost growth

Country Snapshots

Argentina: market context
Argentina: competitive and retail landscape
Bolivia: market context
Bolivia: competitive and retail landscape
Brazil: market context
Brazil: competitive and retail landscape
Chile: market context
Chile: competitive and retail landscape
Colombia: market context
Colombia: competitive and retail landscape
Costa Rica: market context
Costa Rica: competitive and retail landscape
Dominican Republic: market context
Dominican Republic: competitive and retail landscape
Ecuador: market context
Ecuador: competitive and retail landscape
Guatemala: market context
Guatemala: competitive and retail landscape
Mexico: market context
Mexico: competitive and retail landscape
Peru: market context
Peru: competitive and retail landscape
Uruguay: market context
Uruguay : competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool
Market overlap
Overlap matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models


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