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Brazil’s fast growing economy is driving a fundamental change in male toiletries market

02 April 2014

According to a new Canadean report, the rapidly growing Brazilian economy will present manufacturers and retailers with excellent opportunities in the male toiletries market. Opportunities exist to target time-pressed, image conscious men who are looking to hypermarkets and supermarkets for a broader range of shaving products.

Kirsty Nolan, Canadean Analyst, says: “Manufacturers need to invest in further product innovation in order to meet consumers’ developing needs, stemming from changing fashions and work place pressures. Innovations to combine the uses of products, for example hair removal and moisturising qualities combined, will meet customer demands for convenience as they save time.”

The male toiletries market is witnessing a shift from purely shaving essentials to include both pre and post shave cosmetics. Some companies have already capitalised on this opportunity, for example Gillette has recently broadened its product range to include aftershave balms and scents to compliment its razor portfolio.

The aftershaves and colognes category has been able to capitalise on consumers’ broadening needs as the sector is witnessing an increasing market share. It illustrates that consumers are seeking quality products to uphold their workplace image and affirm their social standing. This presents opportunities for existing fragrance companies as well as international companies seeking additional export revenue.

In Brazil, in excess of 40% of male toiletries are sold in hypermarkets and supermarkets. Between 2009 and 2012 male toiletries sales in hypermarkets and supermarkets grew by almost BRL450 million.

The domination of hypermarkets and supermarkets across the industry is not surprising when we consider that three quarters of male toiletries in Brazil are used by men who have less than 3 hours of leisure time a day. The restricted leisure time is commonly the result of busy lifestyles and pressured jobs, it is therefore convenient for these consumers to combine their grocery and health and beauty shopping to one time and place.

Owing to the prominence of supermarkets and hypermarkets in the male toiletries markets, it is important for manufacturers to invest in promotions and shelf space throughout the major hypermarket and supermarket chains; this in turn will increase both sales and brand awareness.


Nivea For Men Cool Kick 2 in 1 is a facial cleanser which also doubles as a shaving gel.


Editor’s notes

These findings are based on the new Canadean report: ‘Market Focus: Trends and Developments in the Male Toiletries Sector in Brazil.’

All data used in this report is developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the male toiletries sector. This provides data on consumer trends, consumer groups and market sizes of consumer groups: How much of the male toiletries market they account for and which consumer trends drive their behaviour.

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