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.
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.
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.
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 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.
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