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Fragrances - Brazil - November 2016

"The fragrance market in Brazil is growing, especially men’s fragrances, showing an opportunity for brands to explore other formats to appeal to male consumers. Considering consumers in general, some products help maintain frequency of use of the category, such as products that promise long-lasting fragrances, seen as better value for the money, and more affordable fragrances, such as body mists and scented lotions."
Naira Sato, Research Analyst

This report looks at the following areas:

  • Multifunctional scented lotions can increase frequency of use
  • Sample kits could increase sales in the category
  • Customized fragrances offer variety and value for money

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Table of contents

  1. Overview

      • Definition
        • The fragrance market
        • Executive Summary

            • The market
              • Figure 1: Forecast for the fragrance retail market, by value, 2011-21
            • Companies, brands and innovation
              • Figure 2: Value share in the retail fragrance market, 2015
            • The consumer
              • Scented body sprays/mists have greater potential in Brazil
                • Figure 3: Fragrance usage (total), July 2016
              • Free samples and testers could boost sales of fragrances among male consumers in supermarkets
                • Figure 4: Purchasing channels, by gender and age group 16-34, July 2016
              • Refill packaging can also be used by fragrances with a more premium positioning
                • Figure 5: Purchasing behavior, July 2016
              • Over-45s are interested in more natural fragrances
                • Figure 6: Usage behavior "I prefer to use perfumes containing natural ingredients in the formula,” by age group, July 2016
              • What we think
              • Issues and Insights

                • Multifunctional scented lotions can increase frequency of use
                  • The facts
                    • The implications
                      • Sample kits could increase sales in the category
                        • The facts
                          • The implications
                            • Customized fragrances offer variety and value for money
                              • The facts
                                • The implications
                                • The Market − What You Need to Know

                                  • Consumers might be using fragrances less frequently or opting for more value-for-money products
                                    • Men’s fragrances helps maintain market growth
                                      • Opportunities for unisex fragrances
                                        • Artisan/natural products
                                        • Market Size and Forecast

                                          • Fragrances are less affected by the economic crisis
                                            • Figure 7: Retail fragrance market, by value, 2011-21
                                          • The fragrances market is expected to grow, but at a slower pace
                                            • Figure 8: Forecast for the fragrance retail market, by value, 2011-21
                                        • Market Drivers

                                          • Unisex world
                                            • Cross-category partnerships
                                              • Refreshing scented sprays
                                                • Artisan/natural products
                                                • Companies, Brands, and Innovation – What You Need to Know

                                                  • O Boticário was market leader in 2015
                                                    • Opportunities for solid fragrances and scented oils
                                                      • Line extension: changing the fragrance, maintaining its essence
                                                      • Market Share

                                                        • O Boticário was the leader in the fragrance market in 2015
                                                            • Figure 9: Retail market share in the fragrance market, by value, Brazil, 2014-15
                                                        • Who's Innovating?

                                                          • New fragrance formats deliver benefits demanded by consumers
                                                            • Offering variety within the same line of fragrances
                                                            • The Consumer – What You Need to Know

                                                              • Scented body sprays/mists could be a good alternative to scented lotions
                                                                • Supermarkets are an important purchasing channel for male consumers of fragrances
                                                                  • Fragrance refills can be further explored by companies
                                                                    • Products made with natural ingredients appeal to consumers aged 45+
                                                                    • Fragrance Usage

                                                                      • Opportunity for brands to extend usage occasions
                                                                        • Figure 10: Use of fragrances (daily and on special occasions), July 2016
                                                                      • Scented body sprays/mists can be further explored in Brazil
                                                                        • Figure 11: Fragrance usage (total), July 2016
                                                                      • Usage frequency of hair fragrances could increase among women
                                                                        • Figure 12: Use of hair fragrances, July 2016
                                                                    • Purchasing Channels

                                                                      • Direct selling is the most used purchasing channel
                                                                        • Figure 13: Purchasing channels, July 2016
                                                                      • Free samples and testers could boost sales of fragrances among male consumers in supermarkets
                                                                        • Figure 14: Purchasing channels, by gender, by age group 16-34, July 2016
                                                                      • Fragrances in department stores could focus more on AB consumers
                                                                        • Figure 15: Purchasing channels, by socioeconomic group, July 2016
                                                                    • Purchasing Behavior

                                                                      • Refill packaging can also be used by fragrances with a more premium positioning
                                                                        • Figure 16: Purchasing behavior, July 2016
                                                                      • Women aged 25+ show a greater interest in smaller-sized fragrances
                                                                        • Figure 17: Purchasing behavior “I would be interested in buying perfumes sold in smaller sizes (eg pocket-sized)," by female respondents and age range, July 2016
                                                                      • Long-lasting fragrances could encourage ABC1 consumers to buy more national products
                                                                        • Figure 18: Purchasing behavior "It’s worth paying more for a perfume with a long-lasting fragrance,” by socioeconomic group, July 2016
                                                                    • Usage Behavior

                                                                      • Personal experience counts more when it comes to choosing a fragrance
                                                                        • Figure 19: Usage behavior, July 2016
                                                                      • Over-45s are interested in more natural fragrances
                                                                        • Figure 20: Usage behavior "I prefer to use perfumes containing natural ingredients in the formula,” by age group, July 2016
                                                                      • Young men would like to customize your own perfume
                                                                        • Figure 21: Usage behavior "I would like to be able to customize my own perfume,” by males, age, July 2016
                                                                    • Appendix – Market Size and Forecast

                                                                        • Figure 22: Retail fragrance market, by value, 2011-21
                                                                        • Figure 23: Forecast for the fragrance retail market, by value, 2011-21
                                                                    • Appendix – Methodology and Abbreviations

                                                                      • Factors used in the forecast
                                                                        • Abbreviations

                                                                        Companies Covered

                                                                        To learn more about the companies covered in this report please contact us.

                                                                        Fragrances - Brazil - November 2016

                                                                        US $3,995.00 (Excl.Tax)