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Fragrances - Brazil - October 2014

“Brazilian fragrance wearers are experiencing a developing category, and are able to choose between national and imported products that are available either online, at physical stores, or through catalog sales representatives. These consumers are mostly interested in new launches and new brands. The category posted gains of approximately R$ 7 billion in 2013, a 2% increase compared to 2012, positive results, considering the current unstable economic climate, where prices are seven percentage points higher – a clear indication that consumers wish to keep the same level of consumption experienced in previous years. Exclusiveness, variety (of essences and concentration), and availability of information (from the simplest to the more complex) are some of the key elements for the success of the category in the country. It wasn’t a coincidence that an iconic fragrance brand chose a modern, independent, and passionate Brazilian model to star in its annual campaign. The Brazilian market is beginning to be seen as a stage to launch innovations and trends, since it’s at the forefront of world consumption of fragrances.”
– Sheila Salina, Senior Analyst

This report will answer the following key questions:

  • What are Brazilians’ main habits and reasons for wearing fragrances?
  • How much do Brazilians understand about fragrances (eg essence concentration and fragrance families)?
  • What are the top influencers when choosing a fragrance?
  • What are Brazilians’ attitudes toward usage and purchasing of fragrances?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Brazil retail sales of fragrances, total, 2009-19
            • Companies, brands, and innovations
              • O Boticário and luxury brands boosted the market in 2013
                • Figure 2: Leading brands’ shares in the Brazil retail fragrance market, 2012-13
              • The consumer
                • Usage habits determine the relationship between consumers and the category
                  • Figure 3: Reasons for wearing fragrances, April 2004
                • Just over one in five Brazilians can identify different types of fragrances
                  • Figure 4: Knowledge of fragrances, April 2014
                • Brazilian consumers want to have access to what is new in the category
                  • Figure 5: Reasons for buying a fragrance, April 2014
                • Experimentation and a desire to know more about the category suggest independent consumers
                  • Figure 6: General attitudes regarding fragrances, April 2014
                • What we think
                • Issues and Insights

                    • Brazilian manufacturers could invest more in luxury fragrances
                      • The facts
                        • The implications
                          • Consumers who like wearing different fragrances tend to find national fragrances lighter than imported ones
                            • The facts
                              • The implications
                              • Trend Application

                                • Extend My Brand
                                  • Make It Mine
                                  • Who is Innovating?

                                    • Key points
                                      • Femininity and sustainability are recurring attributes used by the category in Brazil
                                        • Figure 7: market share of the top ten claims used in fragrances in the total launch of new products of the category in Brazil, 2009-13
                                      • Recent launches linked to special dates and inspired by different feelings and sensations stand out in the category
                                        • Limited editions, on-the-go and functional variants are becoming increasingly popular among Brazilian consumers
                                          • Figure 8: market share of the top claims used in fragrances in the total launch of new products of the category in Brazil and selected countries, 2009-13
                                      • Market and Forecast

                                        • Key points
                                          • The category experienced a 2% growth in 2013, mainly due to higher prices
                                            • Figure 9: Brazil retail sales of fragrances, total, in R$ m, 2007-13
                                            • Figure 10: Brazil retail sales of fragrances, total and segments, in R$ m, 2012-13
                                          • More competitors, brands, and channels will boost sales in the coming years
                                            • Figure 11: Brazil retail sales of fragrances, total, 2009-19
                                            • Figure 12: Brazil retail sales of fragrances, total, 2009-19
                                          • Factors used in the forecast
                                          • Market Share

                                            • Key points
                                              • Sales in 2013 were boosted by O Boticário and luxury brands
                                                • Figure 13: Leading brands’ shares in the Brazil retail fragrance market, 2012-13
                                            • Companies and Brands

                                              • Grupo Boticário – O Boticário
                                                • General information
                                                  • Main fragrance brands
                                                    • Most recent advertising and marketing campaigns
                                                      • Natura Cosméticos
                                                        • General information
                                                          • Main fragrance brands
                                                            • Most recent advertising and marketing campaigns
                                                            • The Consumer – Habits and Reasons for Wearing Fragrances

                                                              • Key points
                                                                • Almost all Brazilians wear fragrances, but not all wear them frequently
                                                                  • Figure 14: Reasons for wearing fragrances, April 2004
                                                                • Usage habit determines consumers’ relationship with the category
                                                                  • Figure 15: Selected attitudes toward fragrances, by selected reasons for wearing fragrances, April 2014
                                                                  • Figure 16: Selected attitudes toward fragrances, by selected reasons for using fragrances, April 2014
                                                                  • Figure 17: Selected attributes related to knowledge about fragrances, by selected attitudes toward fragrances, April 2014
                                                                • The implications
                                                                  • Fragrances positioned to make consumers feel more attractive are appealing to young and middle-aged adults
                                                                    • Figure 18: "I feel more attractive when I’m wearing a fragrance" – Reasons for wearing fragrances, by gender and age, April 2014
                                                                  • Consumers who wear fragrances to feel more attractive tend to value more innovations than brand
                                                                    • Figure 19: Selected attitudes toward fragrances by all and by reason for wearing fragrances – "I feel more attractive when I’m wearing a fragrance,” April 2014
                                                                  • The implications
                                                                  • The Consumer – Knowledge of Fragrances

                                                                    • Key points
                                                                      • Just over one in five Brazilians are able to identify different types of fragrances
                                                                        • Figure 20: Knowledge of fragrances, April 2014
                                                                      • The implications
                                                                        • Price and the habit of wearing the same type of fragrance is an obstacle for the category to attract C2DE consumers
                                                                          • Figure 21: Knowledge of fragrances, selected attributes, by socioeconomic group, April 2014
                                                                          • Figure 22: Selected attitudes toward fragrances, by socioeconomic groups, April 2014
                                                                        • The implications
                                                                        • The Consumer – Reasons for Buying Fragrances

                                                                          • Key points
                                                                            • Brazilians want to have access to new category products
                                                                              • Figure 23: Reasons for buying a fragrance, April 2014
                                                                            • The implications
                                                                              • Consumers who like trying out samples wish to understand innovations before buying them
                                                                                • Figure 24: Knowledge of fragrances, selected attributes, by all and by reason for buying fragrances – "I had tried a sample or tester before,” April 2014
                                                                              • The implications
                                                                              • The Consumer – Attitudes toward Fragrances

                                                                                • Key points
                                                                                  • Experimentation and a desire to know more about the category suggest independent consumers
                                                                                    • Figure 25: Attitudes toward fragrances, April 2014
                                                                                  • The implications
                                                                                    • “Difficulty in finding a fragrance I like” is directly linked to the need for fragrances to be targeted at specific consumer profiles
                                                                                      • Figure 26: Attitude “It’s difficult to find a fragrance I like,” by age and gender, April 2014
                                                                                    • The implications
                                                                                    • Appendix – Market and Forecast

                                                                                        • Figure 27: Best and worst case scenarios for the fragrance market, in the retail trade, 2014-19
                                                                                    • Appendix – Reasons for Wearing Fragrances

                                                                                        • Figure 28: Reasons for wearing fragrances, April 2014
                                                                                        • Figure 29: Reasons for wearing fragrances, by demographics, April 2014
                                                                                        • Figure 30: Reasons for wearing fragrances, by demographics, April 2014 (cont.)
                                                                                    • Appendix – Reasons for Buying Fragrances

                                                                                        • Figure 31: Reasons for buying fragrances, Abril 2014
                                                                                        • Figure 32: Reasons for buying fragrances, by demographics, April 2014
                                                                                        • Figure 33: Reasons for buying fragrances, by demographics, April 2014 (cont.)
                                                                                        • Figure 34: Reasons for buying fragrances, by demographics, April 2014 (cont.)
                                                                                    • Appendix – Knowledge of Fragrances

                                                                                        • Figure 35: Knowledge of fragrances, April 2014
                                                                                        • Figure 36: Knowledge of fragrances, by demographics, April 2014
                                                                                        • Figure 37: Knowledge of fragrances, by demographics, April 2014 (cont.)
                                                                                    • Appendix – Attitudes toward Fragrances

                                                                                        • Figure 38: Attitudes toward fragrances, April 2014
                                                                                        • Figure 39: Attitudes toward fragrances, by demographics, April 2014
                                                                                        • Figure 40: Attitudes toward fragrances, by demographics, April 2014 (cont.)

                                                                                    Companies Covered

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                                                                                    Fragrances - Brazil - October 2014

                                                                                    US $3,995.00 (Excl.Tax)