Beauty and Personal Care in Brazil
The year 2022 was marked by the complete resumption of in-person activities after the pandemic in Brazil. Offline classes resumed, and hybrid/in-person work arrangements were implemented; along with other activities outside the home this created a boom environment for the return to socialisation, and a subsequent increase in the consumption of beauty and personal care products. In addition, the macroeconomic landscape no longer had a negative impact on incomes. During the year, the government im...
Euromonitor International's Beauty and Personal Care in Brazil report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Beauty and Personal Care in Brazil report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Beauty and Personal Care market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
BEAUTY AND PERSONAL CARE IN BRAZIL
EXECUTIVE SUMMARY
Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Facial skin care and adult sun care boost mass beauty and personal care, but fragrances maintains its leading role
Trading down in hygiene to sustain consumption in beauty, and trading across in gifts
Grocery retailers faces challenges from inflationary pressure, driving the rise of new distribution channels
PROSPECTS AND OPPORTUNITIES
Slight upturn in macroeconomic indicators, increase in welfare benefits, and sustainability suggest a positive forecast
Influencers will increasingly shape brands and products, considering importance of social media
Masstige and D2C emerge as favourable trends for forecast growth
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Increased demand for aesthetic procedures drives growth in premium skin care and adult sun care, but fragrances remains the highlight
With the return of busy routines outside the home, availability of miniatures grows
The desire for exclusivity in premium consumption drives personalisation and adaptation of the in-store experience
PROSPECTS AND OPPORTUNITIES
Favourable winds dictate new directions for the economy, but international travel could once again be a threat
Wellbeing and recognised ingredients to dictate the tone of consumer demand
Hybrid sales formats could boost premium and professional hair care
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Baby and child-specific products shows growth in 2022, with the highlight being essential categories
Consumer demand for greater diversity, sustainability and gifts shapes players’ strategies
Trust is a key element that maintains the lead of Johnson & Johnson and Natura Cosmйticos
PROSPECTS AND OPPORTUNITIES
Growing demand expected for dermocosmetics in baby and child-specific products in Brazil
Convenience and connection are drivers of premiumisation
E-commerce boom and retail adaptation: Transforming baby and child-specific products in Brazil
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Inflation shades growth driven by increasing frequency of showers, and gifting during the return to socialisation
Polarisation process intensifies between giftable items and self-use products
An increasing variety of channels is intensifying participation in hygiene categories
PROSPECTS AND OPPORTUNITIES
More sustainable and healthier options with innovative fragrances and packaging expected in the coming years
Intimate hygiene set to see innovations as a result of increasing demand
Local producers and Brazilian ingredients expected to continue to gain traction
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2017-2022
Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales of colour cosmetics once again on the rise due to the return of socialisation, driven by budget-friendly options
Search for cost-effectiveness breaks the barrier between categories and enhances the synergy of colour cosmetics with skin care and sun care
Direct selling loses momentum in the face of new sales formats
PROSPECTS AND OPPORTUNITIES
The forecast period indicates a promising future for colour cosmetics, primarily driven by a focus on skin health and convenience
Beauty trends will continue to be influenced by the presence and activities of celebrities and influencers
Opportunities and challenges through e-commerce in the coming years
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 47 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 48 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 49 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 50 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
DEODORANTS IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to socialisation leads to more baths and increasing reapplication of deodorant
Focus on sophisticated and sustainable launches to avoid the price war
Grocery retailers remains the main distribution channel, although health and beauty specialists benefits from sophisticated launches
PROSPECTS AND OPPORTUNITIES
Growing awareness of and concern over wellbeing and sustainability favour natural products
New opportunities in the assortment of fragrances available in the market
Innovation in packaging, with eco-friendly aerosols and refillable products expected to gain space
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2017-2022
Table 55 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 57 NBO Company Shares of Deodorants: % Value 2018-2022
Table 58 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 60 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Colder summer and inflation peak hinder rebound for depilatories in 2022
Launches focus on skin sensitivity, comfort and efficiency in the depilation process
A growing number of successful beauty salons expand via franchising
PROSPECTS AND OPPORTUNITIES
Brand extensions for skin care offer opportunities in pre- and post-depilation procedures
Popularisation of laser hair removal may reduce demand for traditional depilatories in the long term
High- and low-end offers to become highly relevant due to polarised consumption
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2017-2022
Table 64 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 66 NBO Company Shares of Depilatories: % Value 2018-2022
Table 67 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 68 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fragrances is the biggest beauty star, and premium continues to outperform mass
Fragrances are established as a visual experience and a vector of emotions
Bricks-and-mortar stores make a strong comeback, with apparel and footwear specialists emerging as a key channel
PROSPECTS AND OPPORTUNITIES
The return of socialisation and premium brands will continue driving growth
Climate change is influencing company strategy, with the adaptation of ingredients and formats
From digital to physical, fragrances follows the path dictated by skin care
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2017-2022
Table 71 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 72 NBO Company Shares of Fragrances: % Value 2018-2022
Table 73 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 76 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Intra-category polarisation: Saving on shampoos to invest more in hair treatments
Scalp care gains prominence after COVID-19, with skinification a growth driver
E-commerce and pharmacies gain prominence at the expense of grocery retailers
PROSPECTS AND OPPORTUNITIES
The search for naturalness in beauty to drive the market for curly hair products
Multifunctionality was aimed at women, but it may also hit the male market
A multichannel presence set to gain strength due to increased competition and the rise of D2C
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2017-2022
Table 79 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 81 NBO Company Shares of Hair Care: % Value 2018-2022
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 83 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 84 LBN Brand Shares of Colourants: % Value 2019-2022
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 86 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 88 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Despite the challenges of inflation, men’s fragrances continues to be a driving force
The maturity of men’s fragrances and men’s shaving leads to new developments in other categories
Barber shops have maintained relevance since their boom in the early 2010s
PROSPECTS AND OPPORTUNITIES
Men’s fragrances still expected to post the fastest value growth over the coming years
The extensive network of barber shops set to support more sophisticated consumption
Younger generations are more connected to global novelties, accelerating the impact of innovations
CATEGORY DATA
Table 91 Sales of Men’s Grooming by Category: Value 2017-2022
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 95 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Oral care grows in an environment of rising prices, despite trading down
Segmentation to meet specific needs across different ages and consumer habits
Health and beauty specialists is a growth channel in 2022
PROSPECTS AND OPPORTUNITIES
Consumers’ emphasis on preventative health and cost savings drives a positive outlook for oral care
Repercussions of the pandemic: The rise in cases of anxiety amplifies the demand for products targeting tooth sensitivity
Oral care set to attract more brands from other industries, but power toothbrushes will remain an emerging category
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2017-2022
Table 101 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 102 Sales of Toothbrushes by Category: Value 2017-2022
Table 103 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 105 NBO Company Shares of Oral Care: % Value 2018-2022
Table 106 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 108 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 109 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 111 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Scented body care continues to be a trend, but facial care sees growing demand amongst Brazilians
Embracing beauty from within: The blurring boundaries of beauty and health in Brazil, led by ingredients
E-commerce expansion and customer centricity
PROSPECTS AND OPPORTUNITIES
Facial care set to accelerate its growth and narrow the gap with body care in the forecast period
The pursuit of aesthetic procedures and the use of skin care products have become complementary
Pharmacies differentiate the positioning of brands in physical spaces, and apparel and footwear specialists may emerge as a new relevant channel
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2017-2022
Table 114 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 115 NBO Company Shares of Skin Care: % Value 2018-2022
Table 116 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 118 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 122 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sun protection sees double-digit value growth in 2022
Innovation in facial sun care products persists, driven by the ongoing focus on incorporating value-added features
Sun care manufacturers and retailers actively embrace sustainability initiatives
PROSPECTS AND OPPORTUNITIES
Expansion of use of sun protection amongst the population set to drive growth
Increased competition, with new players and SPF beauty products
The evolving landscape of sun care distribution: Embracing convenience, digital engagement, and experiential retail
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2017-2022
Table 125 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 126 NBO Company Shares of Sun Care: % Value 2018-2022
Table 127 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 129 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
EXECUTIVE SUMMARY
Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Facial skin care and adult sun care boost mass beauty and personal care, but fragrances maintains its leading role
Trading down in hygiene to sustain consumption in beauty, and trading across in gifts
Grocery retailers faces challenges from inflationary pressure, driving the rise of new distribution channels
PROSPECTS AND OPPORTUNITIES
Slight upturn in macroeconomic indicators, increase in welfare benefits, and sustainability suggest a positive forecast
Influencers will increasingly shape brands and products, considering importance of social media
Masstige and D2C emerge as favourable trends for forecast growth
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Increased demand for aesthetic procedures drives growth in premium skin care and adult sun care, but fragrances remains the highlight
With the return of busy routines outside the home, availability of miniatures grows
The desire for exclusivity in premium consumption drives personalisation and adaptation of the in-store experience
PROSPECTS AND OPPORTUNITIES
Favourable winds dictate new directions for the economy, but international travel could once again be a threat
Wellbeing and recognised ingredients to dictate the tone of consumer demand
Hybrid sales formats could boost premium and professional hair care
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Baby and child-specific products shows growth in 2022, with the highlight being essential categories
Consumer demand for greater diversity, sustainability and gifts shapes players’ strategies
Trust is a key element that maintains the lead of Johnson & Johnson and Natura Cosmйticos
PROSPECTS AND OPPORTUNITIES
Growing demand expected for dermocosmetics in baby and child-specific products in Brazil
Convenience and connection are drivers of premiumisation
E-commerce boom and retail adaptation: Transforming baby and child-specific products in Brazil
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Inflation shades growth driven by increasing frequency of showers, and gifting during the return to socialisation
Polarisation process intensifies between giftable items and self-use products
An increasing variety of channels is intensifying participation in hygiene categories
PROSPECTS AND OPPORTUNITIES
More sustainable and healthier options with innovative fragrances and packaging expected in the coming years
Intimate hygiene set to see innovations as a result of increasing demand
Local producers and Brazilian ingredients expected to continue to gain traction
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2017-2022
Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales of colour cosmetics once again on the rise due to the return of socialisation, driven by budget-friendly options
Search for cost-effectiveness breaks the barrier between categories and enhances the synergy of colour cosmetics with skin care and sun care
Direct selling loses momentum in the face of new sales formats
PROSPECTS AND OPPORTUNITIES
The forecast period indicates a promising future for colour cosmetics, primarily driven by a focus on skin health and convenience
Beauty trends will continue to be influenced by the presence and activities of celebrities and influencers
Opportunities and challenges through e-commerce in the coming years
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 47 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 48 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 49 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 50 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
DEODORANTS IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to socialisation leads to more baths and increasing reapplication of deodorant
Focus on sophisticated and sustainable launches to avoid the price war
Grocery retailers remains the main distribution channel, although health and beauty specialists benefits from sophisticated launches
PROSPECTS AND OPPORTUNITIES
Growing awareness of and concern over wellbeing and sustainability favour natural products
New opportunities in the assortment of fragrances available in the market
Innovation in packaging, with eco-friendly aerosols and refillable products expected to gain space
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2017-2022
Table 55 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 57 NBO Company Shares of Deodorants: % Value 2018-2022
Table 58 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 60 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Colder summer and inflation peak hinder rebound for depilatories in 2022
Launches focus on skin sensitivity, comfort and efficiency in the depilation process
A growing number of successful beauty salons expand via franchising
PROSPECTS AND OPPORTUNITIES
Brand extensions for skin care offer opportunities in pre- and post-depilation procedures
Popularisation of laser hair removal may reduce demand for traditional depilatories in the long term
High- and low-end offers to become highly relevant due to polarised consumption
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2017-2022
Table 64 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 66 NBO Company Shares of Depilatories: % Value 2018-2022
Table 67 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 68 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fragrances is the biggest beauty star, and premium continues to outperform mass
Fragrances are established as a visual experience and a vector of emotions
Bricks-and-mortar stores make a strong comeback, with apparel and footwear specialists emerging as a key channel
PROSPECTS AND OPPORTUNITIES
The return of socialisation and premium brands will continue driving growth
Climate change is influencing company strategy, with the adaptation of ingredients and formats
From digital to physical, fragrances follows the path dictated by skin care
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2017-2022
Table 71 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 72 NBO Company Shares of Fragrances: % Value 2018-2022
Table 73 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 76 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Intra-category polarisation: Saving on shampoos to invest more in hair treatments
Scalp care gains prominence after COVID-19, with skinification a growth driver
E-commerce and pharmacies gain prominence at the expense of grocery retailers
PROSPECTS AND OPPORTUNITIES
The search for naturalness in beauty to drive the market for curly hair products
Multifunctionality was aimed at women, but it may also hit the male market
A multichannel presence set to gain strength due to increased competition and the rise of D2C
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2017-2022
Table 79 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 81 NBO Company Shares of Hair Care: % Value 2018-2022
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 83 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 84 LBN Brand Shares of Colourants: % Value 2019-2022
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 86 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 88 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Despite the challenges of inflation, men’s fragrances continues to be a driving force
The maturity of men’s fragrances and men’s shaving leads to new developments in other categories
Barber shops have maintained relevance since their boom in the early 2010s
PROSPECTS AND OPPORTUNITIES
Men’s fragrances still expected to post the fastest value growth over the coming years
The extensive network of barber shops set to support more sophisticated consumption
Younger generations are more connected to global novelties, accelerating the impact of innovations
CATEGORY DATA
Table 91 Sales of Men’s Grooming by Category: Value 2017-2022
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 95 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Oral care grows in an environment of rising prices, despite trading down
Segmentation to meet specific needs across different ages and consumer habits
Health and beauty specialists is a growth channel in 2022
PROSPECTS AND OPPORTUNITIES
Consumers’ emphasis on preventative health and cost savings drives a positive outlook for oral care
Repercussions of the pandemic: The rise in cases of anxiety amplifies the demand for products targeting tooth sensitivity
Oral care set to attract more brands from other industries, but power toothbrushes will remain an emerging category
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2017-2022
Table 101 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 102 Sales of Toothbrushes by Category: Value 2017-2022
Table 103 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 105 NBO Company Shares of Oral Care: % Value 2018-2022
Table 106 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 108 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 109 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 111 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Scented body care continues to be a trend, but facial care sees growing demand amongst Brazilians
Embracing beauty from within: The blurring boundaries of beauty and health in Brazil, led by ingredients
E-commerce expansion and customer centricity
PROSPECTS AND OPPORTUNITIES
Facial care set to accelerate its growth and narrow the gap with body care in the forecast period
The pursuit of aesthetic procedures and the use of skin care products have become complementary
Pharmacies differentiate the positioning of brands in physical spaces, and apparel and footwear specialists may emerge as a new relevant channel
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2017-2022
Table 114 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 115 NBO Company Shares of Skin Care: % Value 2018-2022
Table 116 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 118 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 122 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN BRAZIL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sun protection sees double-digit value growth in 2022
Innovation in facial sun care products persists, driven by the ongoing focus on incorporating value-added features
Sun care manufacturers and retailers actively embrace sustainability initiatives
PROSPECTS AND OPPORTUNITIES
Expansion of use of sun protection amongst the population set to drive growth
Increased competition, with new players and SPF beauty products
The evolving landscape of sun care distribution: Embracing convenience, digital engagement, and experiential retail
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2017-2022
Table 125 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 126 NBO Company Shares of Sun Care: % Value 2018-2022
Table 127 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 129 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
