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Men's and Women's Fragrances - Brazil - February 2013

“The challenge that newcomers to the market face is huge; it is extremely important for companies to be prepared to adapt in order to meet Brazilians’ unique demands and preferences, with competitive prices. It is also crucial for international companies not to underestimate the quality and strength of national brands.”

– Iris Ramirez, Senior Analyst of Beauty and Personal Care

This report will answer the following questions:

  • What are the current opportunities in the world’s biggest fragrance market?
  • What obstacles do international competitors face in the Brazilian fragrance market?
  • How does the sophistication of consumption create opportunities for new launches and innovations?
  • How does the competition between sales channels change the competitive landscape?
  • What channels do consumers in different demographics value the most?
  • Are there still opportunities to increase a consumption that is already high?
  • How can the demands of Brazilian consumers be met with targeted products and campaigns?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Fragrance market, by segment, value, 2007-11
              • Figure 2: Sales of fragrances, by value, by distribution channel, 2007-11
            • Forecast
              • Figure 3: Sales value of fragrances, total, 2007-17
              • Figure 4: Sales value of women’s fragrances, total, 2007-17
              • Figure 5: Sales value of men’s fragrances, 2007-17
            • Market leaders
              • Figure 6: Companies’ share in Brazilian fragrance market, by value, 2010-11
            • The issues
              • Brazil attracts competitors by becoming the world’s largest fragrance market
                • Figure 7: Fragrance market size, by value, m US$, world ranking, 2007-11
                • Figure 8: Preference by type of fragrance, June 2012
              • Various occasions of usage generate opportunities for different fragrances and formats
                • Figure 9: Number of fragrances, by socio-economic group, June 2012
                • Figure 10: Attitudes toward wearing fragrances, June 2012
              • Direct sales are challenged by retail
                • Figure 11: Distribution channels’ share in sales revenue of fragrances *, 2007-11
                • Figure 12: Percentage of people who bought fragrances in franchises in the past 12 months, by socio-economic group, June 2012
              • The connection between fragrances and wellbeing
                • Figure 13: Attitudes toward wearing fragrance, agreement scale, June 2012
                • Figure 14: Attitudes toward fragrances, by gender, Brazil, June 2012
              • Market concentration creates space for lines and category expansion
                • Figure 15: Usage of body lotion and aftershave lotion, by gender, June 2012
            • Brazil Attracts Competitors by Becoming World’s Highest Value Fragrance Market

              • Key points
                • Fragrance presence in Brazilians’ daily routine takes country to top position
                  • Figure 16: Fragrance market size, by value, US$(m), world ranking, 2007-11
                  • Figure 17: Frequency of use of fragrances, China, April 2012
                  • Figure 18: Frequency of use of fragrances, U.S., May 2012
                  • Figure 19: Frequency of usage of fragrances, Brazil, June 2012
                • The fragrance market grows according to Brazilians’ unique preferences
                  • Figure 20: Preference by type of fragrance, June 2012
                  • Figure 21: Annual average temperature
                  • Figure 22: Fragrance market size, by concentration of essence, Brazil 2011
                  • Figure 23: Expenditure per capita on fragrances, USD, by country, 2008-11
                • Local production receives big investments and international brands include Brazil on key trends
                  • What it means
                  • Various Occasions of Usage Generate Opportunities for Different Fragrances and Formats

                    • Key points
                      • Different occasions of usage require a more complete portfolio
                          • Figure 24: Attitudes toward wearing fragrances, June 2012
                          • Figure 25: Number of fragrances owned, by socio-economic group, June 2012
                        • Brazilian consumers are finally looking for new fragrances
                          • Figure 26: Attitudes toward wearing fragrances, June 2012
                          • Figure 27: Profile of consumers who disagree with the statement, “It is very difficult to find a fragrance I like,” by percentage of women, June 2012
                        • It is possible to increase consumption through product diversification
                          • Figure 28: Types of fragrance used, June 2012
                          • Figure 29: Types of fragrance owned and used, by type of fragrance owned and used, June 2012
                          • Figure 30: Percentage use of fragrance, by type and by gender, June 2012
                          • Figure 31: People who believe that if they use a deodorant with a good fragrance/ perfume, they do not need to use another type of perfume/cologne, by gender, June 2012
                          • Figure 32: Type of fragrance owned and used, by socio-economic group, June 2012
                        • What it means
                        • Direct Sales are Challenged by Retail

                          • Key points
                            • Direct sales domination does not prevent franchise growth
                              • Figure 33: Participation in the value of eight main categories of personal care products in direct sales, 2011
                              • Figure 34: Share of direct sales in value and volume of sales of fragrance, 2007-11
                              • Figure 35: Share of distribution channels in fragrance sales revenue*, 2007-11
                              • Figure 36: Sales in value of fragrances, by distribution channel, 2007-11
                            • Competition is intensifying and consumers suggest there is space for all sales formats
                              • Figure 37: Location where fragrance was bought in the past 12 months, June 2012
                              • Figure 38: Highlights of profile per sales channel—gender, age, region, and socio-economic group, 2012
                              • Figure 39: People who bought fragrances in franchises in the past 12 months, by socio-economic group, June 2012
                              • Figure 40: People who bought fragrances in franchises in the past 12 months, by socio-economic group, June 2012
                              • Figure 41: Percentage of fragrance users, by gender, in supermarkets and drug stores, June 2012
                              • Figure 42: Percentage of people who bought fragrances in fragrance stores in the past 12 months, by socio-economic group, June 2012
                              • Figure 43: Percentage of people who bought fragrances in fragrance stores in the past 12 months, by socio-economic group, June 2012
                            • The power of experimentation can attract and win consumers
                              • Figure 44: Percentage of consumers who try on a fragrance before they decide to buy it, Brazil, June 2012
                              • Figure 45: Percentage of consumers who try on a fragrance before they decide to buy it, UK, June 2012
                              • Figure 46: Percentage of agreement with statements regarding trying on fragrances, by gender, June 2012
                              • Figure 47: Percentage of people who claim they try on a fragrance several times before they decide to buy it, June 2012
                              • Figure 48: Percentage of agreement with statements regarding trying on fragrances, by region, June 2012
                              • Figure 49: Percentage of agreement with statements regarding trying on fragrances, by socio-economic group, June 2012
                            • Ready-for-delivery products, technology, and the internet show new ways to reach consumers
                                • Figure 50: Percentage of people who bought fragrances in direct sales channel in the past 12 months, by socio-economic group, June 2012
                              • What it means
                              • Fragrances Can Be a Great Ally to Wellbeing

                                • Key points
                                  • Habit is cultural and it facilitates communication and emotional actions
                                    • Figure 51: Attitudes toward wearing fragrance, by agreement, June 2012
                                    • Figure 52: Attitudes toward wearing fragrance, by gender, June 2012
                                  • Fragrances play an important role in Brazilians’ self-esteem
                                    • Figure 53: Attitudes toward fragrances, by gender, Brazil, June 2012
                                    • Figure 54: Attitudes toward fragrances, by gender, UK, September 2012
                                    • Figure 55: Attitudes toward fragrances, by region, Brazil, July 2012
                                  • Personality translated by fragrances creates opportunity for new olfactory experiences
                                    • Figure 56: Attitudes toward fragrances, by region, Brazil, July 2012
                                    • Figure 57: Preference for national celebrity fragrances, above the average profile %, June 2012
                                  • What it means
                                  • Market Concentration Creates Space for Range and Category Expansion

                                    • Key points
                                      • Market is concentrated with few companies, but fragmented between several brands
                                        • Figure 58: Companies value share, Brazil, June 2012
                                      • Fragrances can be an entry route for other categories
                                        • Figure 59: Attitudes toward purchasing deodorants and antiperspirants, by socio-economic group, June 2012
                                        • Figure 60: Use of body lotion and aftershave lotion, by gender, June 2012
                                        • Figure 61: Use of categories of perfume amongst consumers of body lotion and aftershave, July 2012
                                      • Brand extension to other fragrances is consolidation strategy in a competitive market
                                        • Figure 62: Percentage of fragrance launches*, indexed in 2008, July 2012
                                      • What it means
                                      • Appendix – The Market

                                          • Figure 63: Total sales of fragrances, by value, 2007-17
                                          • Figure 64: Total sales of fragrances, by value, 2007-17
                                          • Figure 65: Sales of men's fragrances, by value, 2007-17
                                          • Figure 66: Sales value of total fragrances in Brazil, forecasting and best- and worst-case scenario, 2012-17
                                          • Figure 67: Sales value of women's fragrances in Brazil, forecasting and best- and worst-case scenario, 2012-17
                                          • Figure 68: Sales value of male fragrances in Brazil, forecasting and best- and worst-case scenario, 2012-17
                                          • Figure 69: Sales of fragrances, by value, by segment, 2007-11
                                          • Figure 70: Sales of fragrances, by value, by distribution channel, 2007-11
                                      • Appendix – The Consumer

                                        • Usage of fragrances
                                          • Figure 71: Usage of fragrances, June 2012
                                          • Figure 72: Types of fragrance owned and used, by type of fragrance owned and used, June 2012
                                        • Location where fragrance was bought in the past 12 months
                                          • Figure 73: Location where fragrance was bought in the past 12 months, June 2012
                                        • Attitudes toward wearing fragrances
                                          • Figure 74: Attitudes toward wearing fragrances, June 2012
                                          • Figure 75: Attitudes toward wearing fragrances, by number of fragrances owned, June 2012
                                          • Figure 76: Attitudes toward wearing fragrances, by types of fragrances owned, June 2012
                                          • Figure 77: Attitudes toward wearing fragrances, by general attitudes toward fragrances, June 2012
                                          • Figure 78: Attitudes toward wearing fragrances, by usage of any fragrances, June 2012
                                          • Figure 79: Attitudes toward wearing fragrances, by usage of cologne/eau de cologne, June 2012
                                          • Figure 80: Attitudes toward wearing fragrances, by usage of eau de toilette, June 2012
                                          • Figure 81: Attitudes toward wearing fragrances, by usage of eau de parfum, June 2012
                                          • Figure 82: Attitudes toward wearing fragrances, by usage of parfum, June 2012
                                          • Figure 83: Attitudes toward wearing fragrances, by usage of body spray, June 2012
                                          • Figure 84: Attitudes toward wearing fragrances, by usage of aftershave, June 2012
                                          • Figure 85: Attitudes toward wearing fragrances, by usage of scented body lotion, June 2012
                                          • Figure 86: Attitudes toward wearing fragrances, by usage of other type of application (eg, oil, solid, roll-on, etc.), June 2012
                                        • General attitudes toward fragrances owned
                                          • Figure 87: General attitudes toward fragrance owned, June 2012
                                        • Usage of fragrances
                                          • Figure 88: Usage of fragrances, by demographics, June 2012
                                          • Figure 89: Usage of cologne/ eau de cologne, by demographics, June 2012
                                          • Figure 90: Usage of eau de toilette, by demographics, June 2012
                                          • Figure 91: Usage of eau de parfum, by demographics, June 2012
                                          • Figure 92: Usage of parfum, by demographics, June 2012
                                          • Figure 93: Usage of body spray, by demographics, June 2012
                                          • Figure 94: Usage of aftershave, by demographics, June 2012
                                          • Figure 95: Usage of scented body lotion, by demographics, June 2012
                                          • Figure 96: Usage of other type of application (eg, oil, solid, roll-on, etc.), by demographics, June 2012
                                        • Location where fragrance was bought in the past 12 months
                                          • Figure 97: Location where fragrance was bought in the past 12 months, by demographics, June 2012
                                        • Attitudes toward wearing fragrances
                                          • Figure 98: Attitudes toward wearing fragrances “I never leave home without wearing fragrance” and “I wear a fragrance that I know my partner likes”, by demographics, June 2012
                                          • Figure 99: Attitudes toward wearing fragrances “I try on a fragrance several times before I decide to buy it” and “Scents often smell different on me than they do in the bottle or on other people”, by demographics, June 2012
                                          • Figure 100: Attitudes toward wearing fragrances“I don't like to use the same fragrance as other people I know” and “Finding a fragrance I like is very difficult”, by demographics, June 2012
                                          • Figure 101: Attitudes toward wearing fragrances“I wear different fragrances depending on the season (eg, lighter scents during the summer)” and “I wear fragrance only on special occasions (eg, on a date)”, by demographics, June 2012
                                          • Figure 102: Attitudes toward wearing fragrances“I get bored with my scents before I finish them” and “I often simply forget to put my fragrance on”, by demographics, June 2012
                                          • Figure 103: Attitudes toward wearing fragrances, by demographics, June 2012
                                          • Figure 104: Attitudes toward wearing fragrances, by demographics, June 2012
                                        • Attitudes toward fragrances owned
                                          • Figure 105: Number of fragrances owned, by demographics, June 2012
                                          • Figure 106: Types of fragrances owned, by demographics, June 2012
                                          • Figure 107: Attitudes toward fragrances owned, by demographics, June 2012
                                      • Appendix – GNPD Data

                                          • Figure 108: Launches of fragrances, by companies, 2008-12
                                          • Figure 109: Launches of fragrances, by country, 2008-12

                                      Companies Covered

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

                                      Men's and Women's Fragrances - Brazil - February 2013

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