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Men's Toiletries - Brazil - September 2014

“Brazilian men have learned how to reconcile a busy lifestyle with the shopping routine for cosmetics. The time pressures of modern life do not prevent them from shopping for toiletries, often on their own. In reality, they have just the opposite effect. He no longer asks her to buy his shampoo and deodorant. He prefers to choose them himself.”
– Victor Fraga, Senior Analyst

This report answers the following questions:

  • How has beauty moved to the top of the agenda?
  • How is the category becoming fast and proactive?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
                • Figure 1: Men’s toiletries sector sales, by value Brazil, 2009-19
                • Figure 2: Leading manufacturer sales in the men’s toiletries sector, by value, 2011-12
              • Market drivers
                • Companies and innovation
                  • The consumer
                      • Figure 3: Buyer’s behavior for men’s toiletries, Brazil, June 2014
                    • What we think
                    • Trend Application

                        • Trend: Extend My Brand
                          • Trend: Sense of the Intense
                            • Trend: Why Buy
                            • Issues and Insights

                                • Beauty is at the top of the agenda
                                  • The facts
                                    • The implications
                                      • Fast and proactive
                                        • The facts
                                          • The implications
                                          • Market Drivers

                                            • Key points
                                              • Beautiful, fragrant, and busy bees
                                                • Mirror, mirror on the wall
                                                  • Time to go under the knife?
                                                    • The age of the metrosexual
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • It’s a man’s world wide web
                                                          • Here comes the sun
                                                            • Goodbye, gray beard
                                                              • Figure 4: Abelha Rainha Estilo Intensive Bastão Disfarce para Cabelos Brancos
                                                            • It’s in your eyes
                                                              • Figure 5: O Boticário Men Caneta Camuflagem
                                                            • Two birds with one stone
                                                              • Figure 6: Musk for Men 2 em 1 Gel de Barbear e Limpeza
                                                          • Market Size, Forecast, and Segment Performance

                                                            • Key points
                                                              • A fast growing sector
                                                                • Changing shopping patterns
                                                                  • Figure 7: Men’s toiletries sector sales, by value Brazil, 2009-19
                                                                • Continuous growth, if fragile
                                                                  • Figure 8: Men’s toiletries sector sales, by value Brazil, 2009-19
                                                                • Deodorants drive growth
                                                                  • Figure 9: Men’s toiletries sales segmentation, by value, 2009-14
                                                                • Forecast methodology
                                                                • Market Share

                                                                  • Key points
                                                                    • The big three
                                                                      • Unilever and Beiersdorf drive growth
                                                                        • Figure 10: Leading manufacturer sales in the men’s toiletries sector, by value, 2011-12
                                                                      • Some players are very niche
                                                                      • Company Profiles

                                                                        • Unilever
                                                                          • Company background
                                                                            • Company performance
                                                                              • Retail offering
                                                                                • L’Oréal
                                                                                  • Company background
                                                                                    • Company performance
                                                                                      • Retail offering
                                                                                        • Procter & Gamble
                                                                                          • Company background
                                                                                            • Company performance
                                                                                              • Retail offering
                                                                                                • Beiersdorf
                                                                                                  • Company background
                                                                                                    • Company performance
                                                                                                      • Retail offering
                                                                                                      • The Consumer – Usage

                                                                                                        • Key points
                                                                                                            • Figure 11: Usage of men’s toiletries, Brazil, June 2014
                                                                                                          • Keeping it cool
                                                                                                              • Figure 12: Heavy users of men’s toiletries, by region (2) Brazil, June 2014
                                                                                                            • Young and looking good
                                                                                                                • Figure 13: Heavy users of men’s toiletries, by age, Brazil, June 2014
                                                                                                            • The Consumer – Channels

                                                                                                              • Key points
                                                                                                                • One-stop shopping
                                                                                                                    • Figure 14: Channels for men’s toiletries, Brazil, June 2014
                                                                                                                  • Taking a different avenue
                                                                                                                      • Figure 15: Channels for men’s toiletries, by region Brazil, June 2014
                                                                                                                    • Young and adventurous
                                                                                                                        • Figure 16: Channels for men’s toiletries, by age Brazil, June 2014
                                                                                                                    • The Consumer – Behavior

                                                                                                                      • Key points
                                                                                                                        • Sticking to the familiar items
                                                                                                                            • Figure 17: Buyer behavior for men’s toiletries, Brazil, June 2014
                                                                                                                          • Young people prefer pricey items
                                                                                                                              • Figure 18: Buyer behavior for men’s toiletries, by age group, Brazil, June 2014
                                                                                                                            • Proactive and demanding consumers
                                                                                                                                • Figure 19: Buyer behavior for men’s toiletries, by socioeconomic group, Brazil, June 2014
                                                                                                                            • The Consumer – Attitude

                                                                                                                              • Key points
                                                                                                                                • Awareness of personal care is almost universal
                                                                                                                                    • Figure 20: Attitudes toward men’s toiletries, Brazil, June 2014
                                                                                                                                  • The macho stereotype survives in the North-East…
                                                                                                                                      • Figure 21: Attitudes toward men’s toiletries, by region, Brazil, June 2014
                                                                                                                                    • … and within socioeconomic group DE
                                                                                                                                        • Figure 22: Attitudes toward men’s toiletries, by socioeconomic group, Brazil, June 2014
                                                                                                                                    • Appendix – Frequency

                                                                                                                                        • Figure 23: Usage frequency, June 2014
                                                                                                                                        • Figure 24: Usage frequency, June 2014
                                                                                                                                        • Figure 25: Most popular usage frequency – Total products used, by demographics, June 2014
                                                                                                                                        • Figure 26: Next most popular usage frequency – Total products used, by demographics, June 2014
                                                                                                                                        • Figure 27: Most popular usage frequency – Shaving preparations, by demographics, June 2014
                                                                                                                                        • Figure 28: Next most popular usage frequency – Shaving preparations, by demographics, June 2014
                                                                                                                                        • Figure 29: Most popular usage frequency – Aftershave, by demographics, June 2014
                                                                                                                                        • Figure 30: Next most popular usage frequency – Aftershave, by demographics, June 2014
                                                                                                                                        • Figure 31: Most popular usage frequency – Shampoo, conditioner, hair treatments, by demographics, June 2014
                                                                                                                                        • Figure 32: Next most popular usage frequency – Shampoo, conditioner, hair treatments, by demographics, June 2014
                                                                                                                                        • Figure 33: Most popular usage frequency – Hairstyling products, by demographics, June 2014
                                                                                                                                        • Figure 34: Next most popular usage frequency – Hairstyling products, by demographics, June 2014
                                                                                                                                        • Figure 35: Most popular usage frequency – Hair colorants, by demographics, June 2014
                                                                                                                                        • Figure 36: Next most popular usage frequency – Hair colorants, by demographics, June 2014
                                                                                                                                        • Figure 37: Most popular usage frequency – Facial skincare, by demographics, June 2014
                                                                                                                                        • Figure 38: Next most popular usage frequency – Facial skincare, by demographics, June 2014
                                                                                                                                        • Figure 39: Most popular usage frequency – Body skincare, by demographics, June 2014
                                                                                                                                        • Figure 40: Next most popular usage frequency – Body skincare, by demographics, June 2014
                                                                                                                                        • Figure 41: Most popular usage frequency – Suncare products, by demographics, June 2014
                                                                                                                                        • Figure 42: Next most popular usage frequency – Suncare products, by demographics, June 2014
                                                                                                                                        • Figure 43: Most popular usage frequency – Deodorant, by demographics, June 2014
                                                                                                                                        • Figure 44: Next most popular usage frequency – Deodorant, by demographics, June 2014
                                                                                                                                        • Figure 45: Most popular usage frequency – Shower gel, by demographics, June 2014
                                                                                                                                        • Figure 46: Next most popular usage frequency – Shower gel, by demographics, June 2014
                                                                                                                                        • Figure 47: Most popular usage frequency – Hand and nail products, by demographics, June 2014
                                                                                                                                        • Figure 48: Next most popular usage frequency – Hand and nail products, by demographics, June 2014
                                                                                                                                        • Figure 49: Most popular usage frequency – Multifunction products/2 in 1, by demographics, June 2014
                                                                                                                                        • Figure 50: Next most popular usage frequency – Multifunction products/2 in 1, by demographics, June 2014
                                                                                                                                      • Repertoire analysis
                                                                                                                                        • Figure 51: Repertoire of usage frequency, June 2014
                                                                                                                                        • Figure 52: Repertoire of usage frequency, by demographics, June 2014
                                                                                                                                        • Figure 53: Usage frequency, by repertoire of usage frequency, June 2014
                                                                                                                                    • Appendix – Channel

                                                                                                                                        • Figure 54: Channel, June 2014
                                                                                                                                        • Figure 55: Most popular channel, by demographics, June 2014
                                                                                                                                        • Figure 56: Next most popular channel, by demographics, June 2014
                                                                                                                                        • Figure 57: Other channel, by demographics, June 2014
                                                                                                                                        • Figure 58: Behavior, by channel, June 2014
                                                                                                                                    • Appendix – Behavior

                                                                                                                                        • Figure 59: Behavior, June 2014
                                                                                                                                        • Figure 60: Most popular behavior, by demographics, June 2014
                                                                                                                                        • Figure 61: Next most popular behavior, by demographics, June 2014
                                                                                                                                        • Figure 62: Usage frequency, by most popular behavior, June 2014
                                                                                                                                        • Figure 63: Usage frequency, by next most popular behavior, June 2014
                                                                                                                                    • Appendix – Attitude

                                                                                                                                        • Figure 64: Attitude, June 2014
                                                                                                                                        • Figure 65: Agreement with the statement “Being well-groomed gives me a confidence boost,” by demographics, June 2014
                                                                                                                                        • Figure 66: Agreement with the statement “Men should take care of themselves to please women,” by demographics, June 2014
                                                                                                                                        • Figure 67: Agreement with the statement “Grooming routines should be only to keep you clean/hygienic,” by demographics, June 2014
                                                                                                                                        • Figure 68: Agreement with the statement “It is important to take care of one’s appearance,” by demographics, June 2014
                                                                                                                                        • Figure 69: Agreement with the statement “It is more professional to be well-groomed,” by demographics, June 2014
                                                                                                                                        • Figure 70: Agreement with the statement “Well-groomed men are more attractive,” by demographics, June 2014
                                                                                                                                        • Figure 71: Agreement with the statement “I prefer toiletries that fit in with my active lifestyle,” by demographics, June 2014
                                                                                                                                        • Figure 72: Agreement with the statement “It is not masculine to be well-groomed,” by demographics, June 2014
                                                                                                                                        • Figure 73: Usage frequency, by most popular attitude, June 2014
                                                                                                                                        • Figure 74: Usage frequency, by next most popular attitude, June 2014

                                                                                                                                    Companies Covered

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

                                                                                                                                    Men's Toiletries - Brazil - September 2014

                                                                                                                                    US $3,995.00 (Excl.Tax)