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Men's Attitudes to BPC - Brazil - July 2015

“A high percentage of Brazilian men reported being worried about yellow teeth, and are spending more time looking after their oral hygiene. Higher value-added products or those targeted specifically at men could appeal to these consumers who are more worried not only about their appearance but also about their health.”

– Juliana Martins, Beauty and Personal Care Analyst

This report will answer the following key questions:

  • What are male consumers' main concerns about their appearance?
  • What benefits do men who worry about their appearance look for when choosing a BPC (beauty and personal care) product?
  • What BPC activities do men spend more time on today, compared to six months ago?
  • What do men expect to find at purchasing channels when looking for a BPC product?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The consumer
              • Body odor is Brazilian men’s main concern regarding their appearance
                • Figure 1: Main concerns regarding appearance, Brazil – January 2015
              • Few Brazilian men research or read about BPC products and fashion/beauty trends
                • Figure 2: Time spent on BPC activities, Brazil – January 2015
              • The most important BPC product benefit for men who worry about their appearance is pleasant scent
                • Figure 3: Interest in BPC product benefits, Brazil – January 2015
              • Many male buyers would like to see more promotions and discounts at purchasing channels
                • Figure 4: Attitudes toward purchasing channels, Brazil – January 2015
              • What we think
              • The Market – Issues and Insights

                  • What oral hygiene products could appeal to the 46% of men who reported spending more time looking after their teeth?
                    • Could dermocosmetic BPC products appeal to male consumers?
                      • How can brands meet the demands of the 81% of men who report having three or more concerns about their appearance?
                      • Trend Application

                        • Trend: Prepare for the Worst
                          • Trend: Life Hacking
                            • Trend: Make it Mine
                            • Who’s Innovating?

                              • Key points
                                • Few products positioned as ‘anti-hair-loss’ are launched in Brazil
                                  • Figure 5: Launches of BPC products for men positioned as ‘anti-hair-loss’, by top four countries and Brazil, 2013-May 2015 *
                                • Launches of multifunctional products for men were low in Brazil in the first five months of 2015
                                  • Figure 6: Launches of BPC products for men, positioned as multifunctional**, top five countries and Brazil, 2013-15 *
                                • Brazil stands out from other countries in the launch of BPC products positioned as alcohol-free
                                  • Figure 7: Launches of BPC products for men positioned as ‘paraben-free’ and ‘alcohol free’, top five countries and Brazil, 2013-May 2015*
                              • The Consumer – Main Concerns Regarding Appearance

                                • Key points
                                  • Body odor was one of the most cited concerns by Brazilian men
                                    • Figure 8: Main concerns regarding appearance, Brazil – January 2015
                                  • While young men are more likely to worry about oily skin, older men tend to worry more about dry skin
                                    • Figure 9: Main concerns regarding appearance, by age, Brazil – January 2015
                                  • Consumers in the South are more worried about uncontrollable hair, excessive perspiration, and signs of aging
                                    • Figure 10: Main concerns regarding appearance, by region, Brazil – January 2015
                                • The Consumer – Beauty Treatments

                                  • Key points
                                    • Few Brazilian men research or read about BPC products and fashion/beauty trends
                                      • Figure 11: Time spent on BPC activities, Brazil – January 2015
                                    • Many men aged 16-24 are spending more time looking after their hair, removing/shaving body hair, and looking after their skin while in the shower
                                      • Figure 12: Time spent on selected BPC activities, by young men aged 16-24, Brazil – January 2015
                                    • Consumers in the South-East are buying more BPC products and going to beauty salons more often, compared to men in the North and South
                                      • Figure 13: Time spent in selected BPC activities, by spending more time, Brazil – January 2015
                                    • Consumers in socioeconomic groups AB are spending more time looking after their skin and hair than other socioeconomic groups
                                      • Figure 14: Time spent on selected BPC activities, by spending more time, by socioeconomic group, Brazil – January 2015
                                  • The Consumer – Interest in BPC Product Benefits

                                    • Key points
                                      • The most important BPC product benefit for men who worry about their appearance is pleasant scent
                                        • Figure 15: Interest in BPC product benefits, Brazil – January 2015
                                      • Over-55s are more likely to buy BPC products with natural ingredients and practical packaging
                                        • Figure 16: Interest in BPC product benefits, by age, Brazil – January 2015
                                      • Southerners tend to look for products containing sunblock, and those in the North-East are interested in products that reduce oiliness of skin
                                        • Figure 17: Interest in BPC product benefits, by region, Brazil – January 2015
                                    • The Consumer – Attitudes toward Purchasing Channels

                                      • Key points
                                        • Many male consumers would like to see more promotions and discounts at purchasing channels
                                          • Figure 18: Attitudes toward purchasing channels, Brazil – January 2015
                                        • Consumers aged 25-34 are more likely to look for specialist advice and loyalty cards
                                          • Figure 19: Attitudes toward purchasing channels, by age, Brazil – January 2015
                                        • Free samples and product testers are appealing mainly to consumers in the South region
                                          • Figure 20: Attitudes toward purchasing channels, by region, Brazil – January 2015

                                      Companies Covered

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                                      Men's Attitudes to BPC - Brazil - July 2015

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