Both in male and female personal care appliances, consumers have demanded products that can do more than traditional appliances, with product differentiation being in terms of application and performance. Men have sought out body shavers and waxing machines that can work both wet and dry, and shavers and groomers that can provide multiple functions and styling in one appliance.
Men in Brazil have been becoming much more susceptible to the fashions and habits of the contemporary world. Inspired by athletes, who have popularised shaved bodies, and with cared-for beards in style, more men have been purchasing waxing machines, groomers and electric shavers.
Hair care appliances have always been demanded in Latin America, and Brazil is no exception. Women’s growing demand for more professional-like products which tend to their specific hair needs, allied to a reality where woman are ever more present in the workforce, has transformed the hair care appliances category, resulting in time-saving and technological advances.
Little has changed when analysing the top players in personal care appliances in Brazil. Domestic company Taiff-Proart Distribuidora de Produtos e Beleza continued to lead in volume terms in 2018, although it saw a marginal loss of volume share despite offering a myriad of hair care appliances (the biggest category within personal care appliances) and plenty of new launches, such as the Hair Blower Taiff NewBlack.
GaMa Italia, the second player in 2018, saw a better performance than Taiff-Proart Distribuidora de Produtos e Beleza, gaining some share from the leader. It has a larger array of products in different categories, and also launched new products, such as its Facial Cleaning Brush and Facial Cleaning Ion Massager.
Personal care appliances is fragmented when compared with other major categories within consumer appliances. For example, the next 10 manufacturers, both domestic and international, represent about a third of volume sales, with many other specialised companies to consider as well, such as Colgate-Palmolive, which is present in the niche oral care appliances category.
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This industry report originates from Passport, our Consumer Appliances market research database.