Executive Summary

Feb 2019
PROSPECTS
Growing demand for multifunctional personal care appliances

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.

Changing male behaviour and the growing concern for beauty and hygiene

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.

The professionalisation of women’s hair care appliances

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.

COMPETITIVE LANDSCAPE
No change at the top

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 sees a strong performance

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.

A fragmented and innovative category

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.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Personal Care Appliances in Brazil

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Personal Care Appliances industry in Brazil with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Personal Care Appliances industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Personal Care Appliances in Brazil market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Personal Care Appliances in Brazil?
  • What are the major brands in Brazil?
  • What is the share for hair care appliances?
  • Is an increased focus on health and beauty driving electric tooth brush sales?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Appliances market research database.

Personal Care Appliances in Brazil - Category analysis

HEADLINES

PROSPECTS

Growing demand for multifunctional personal care appliances
Changing male behaviour and the growing concern for beauty and hygiene
The professionalisation of women’s hair care appliances

COMPETITIVE LANDSCAPE

No change at the top
GaMa Italia sees a strong performance
A fragmented and innovative category

CATEGORY DATA

Table 1 Sales of Personal Care Appliances by Category: Volume 2013-2018
Table 2 Sales of Personal Care Appliances by Category: Value 2013-2018
Table 3 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018
Table 4 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018
Table 5 Sales of Body Shavers by Format: % Volume 2013-2018
Table 6 Sales of Hair Care Appliances by Format: % Volume 2013-2018
Table 7 NBO Company Shares of Personal Care Appliances 2014-2018
Table 8 LBN Brand Shares of Personal Care Appliances 2015-2018
Table 9 Distribution of Personal Care Appliances by Format: % Volume 2013-2018
Table 10 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 11 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023
Table 12 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 13 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Consumer Appliances in Brazil - Industry Overview

EXECUTIVE SUMMARY

Consumer appliance sales increase in 2018, despite negative influences
Product differentiation and pricing strategies define sales
The competitive landscape is changing
Digital retailing drives growth in Brazil
Positive outlook may be affected by the future president

MARKET INDICATORS

Table 14 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 15 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 16 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 17 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 18 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 19 Sales of Consumer Appliances by Category: Value 2013-2018
Table 20 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 21 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 26 Sales of Small Appliances by Category: Volume 2013-2018
Table 27 Sales of Small Appliances by Category: Value 2013-2018
Table 28 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 29 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 30 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 31 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 32 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 33 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 34 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 35 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 36 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 37 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 39 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 44 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources