This report looks at the following areas:
- Usage of skin protection
- Format of suncare products
- Suncreen usage occasions
- Sensory features expected in sunscreens
- Important claims in sunscreens
- Interest in skin protection innovations
- Behaviors toward skin protection
After two years of higher temperatures, sun protection has become a crucial element in Brazilians’ skincare routines.
Amanda Caridad, Senior Analyst Beauty and Personal Care – Latam
Market Definitions
This Report analyzes Brazilian consumers’ usage of sunscreen and other skin protection products with SPF.
It covers the following subcategories:
- Facial skincare products with SPF
- Facial makeup with SPF
- Body skincare products with SPF
- Body and facial sunscreens
- Body and facial self-tanners
- Insect repellents.
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Executive Summary
- What you need to know
- What consumers want and why
- Forecast for the skin protection category
- Challenges
- Opportunities
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The Consumer
- Category overview
- Protecting against the sun and insects is a key focus of daily routines
- The use of products with UV protection remains relevant for both body and facial skincare
- Graph 1: usage of skin protection, 2024
- Suncare category continues to lead UV protection
- Graph 2: launches of facial and body skincare products with UV protection, January 2023 to October 2024
- Brazilians use sunscreen more often during seasons with stronger sunlight
- Graph 3: occasions of use of suncreens, 2024
- Creams and lotions are the most popular formats among Brazilian consumers
- Graph 4: format of suncare products, 2024
- Brazilians have distinct sensory preferences for facial and body sunscreen use
- Graph 5: usage of skin protection – selected items, by sensory features expected in sunscreens, 2024
- Besides sun protection, Brazilians are interested in skincare formulas
- Graph 6: usage of skin protection – selected items, by important claims in sunscreens, 2024
- Format of suncare products
- Parents show a strong preference for liquid formats
- Graph 7: format of suncare products – selected item, by parental status, 2024
- Lotion is the most popular format among Brazilian parents
- Gel format may appeal to young women
- Graph 8: format of suncare products – selected item, by gender and age group, 2024
- Gel is the second most popular sunscreen format in Brazil
- Graph 9: launches of sunscreen by format and texture – gel, by number of products, 2019-24
- Dry and invisible touch are attributes valued by young women
- Spray is the most popular format among users of self-tanners and after-sun lotions
- Graph 10: format of suncare products – selected items, by usage of skin protection, 2024
- Search for convenience and freshness may justify preference for spray format
- Sunscreen usage occasions
- Women are more dedicated to sun protection routines, regardless of the season
- Graph 11: occasions of use of suncreens – seasons with strong sunlight, by gender, 2024
- Graph 12: occasions of use of suncreens – seasons without strong sunlight, by gender, 2024
- Men should be encouraged to use sunscreen daily
- Brands highlight the importance of daily photoprotection
- UV protection in skincare products and makeup is becoming a desirable requirement among women
- Graph 13: launches of skincare and makeup products with UV protection by number of products launched, 2019-24
- Hybrid products are gaining space in the routines of Brazilian women
- Region is a determining factor for the frequency of sunscreen use
- Graph 14: occasions of use of suncreens – seasons with strong sunlight, by region, 2024
- Graph 15: occasions of use of suncreens – seasons without strong sunlight, by region, 2024
- Climate affects Brazilians’ sun protection habits
- Sensory features expected in sunscreen
- Sensory experience can dictate the success of sunscreen in the Brazilian market
- Brazilian brands should respect Brazilians’ sensory preferences
- Positive sensory experience can encourage daily use of sunscreens
- Sunscreen usage should not impact makeup routines
- Graph 16: sensory features expected in sunscreens – selected item, by gender, 2024
- Before makeup: sensory features that do not interfere with application
- After makeup: formulas that allow the reapplication of sunscreen
- Parents express greater concern about eye-irritating formulas
- Graph 17: sensory features expected in sunscreens – selected item, by parental status, 2024
- Children’s sunscreens should offer ‘no-tear’ formulas
- Important claims in sunscreen
- SPF stands out, but Brazilians value individualized and sustainable solutions
- Skincare aligned with environmental protection
- Brazilian brands should consider Brazilian diversity while respecting the environment
- Easy-wash formulas feature a new desirable attribute of convenience
- Graph 18: important claims in sunscreens – selected item, by socioeconomic group, 2024
- Easy-wash ensures convenience for AB consumers
- Gen Zs show interest in formulas designed for their individual needs
- Graph 19: important claims in sunscreens – selected item, by generation, 2024
- Anti-acne claim is still little explored in the Brazilian market
- Graph 20: launches of sunscreens with anti-acne claim, 2019-24
- Gen Zs can benefit from anti-acne formulas
- Interest in skin protection innovations
- Sun protection for hair and scalp attracts men and women
- Graph 21: interest in skin protection innovations – scalp/hair sunscreen, by gender, 2024
- Hair products with UV protection have maintained a stability curve over the last five years
- Graph 22: launches of hair treatments with UV protection by number of products launched, 2019-24
- Protecting the scalp and hair from UV ray damage is crucial
- Younger generations show greater interest in edible sunscreen supplements
- Graph 23: interest in skin protection innovations – edible sunscreen supplements, by generation, 2024
- Supplements can complement the use of sunscreen by providing antioxidant skin protection
- Formulas designed for sports are relevant for men with an active lifestyle
- Graph 24: interest in skin protection innovations – products specifically designed for sports use, by gender and age group, 2024
- Brands can innovate with formulas designed for outdoor sports
- Patches are an innovative format suitable for consumers with an active lifestyle
- Brazilian women aged 35+ are interest in formulas that support the skin microbiome
- Graph 25: interest in skin protection innovations – sunscreen that supports the skin microbiome, by gender and age group, 2024
- Sunscreens that protect the microbiome may be the next big trend in suncare
- Barrier function protection is a relevant appeal in sunscreens that support the microbiome
- Behaviors toward skin protection
- Brazilians take sun protection seriously
- UV protection is an indispensable attribute of skincare products
- Hybrid products continue to be a trend in facial skincare
- UV protection in bodycare products is still quite limited in Brazil despite the evident interest among consumers
- Few consumers understand the differences between mineral and chemical sunscreens
- Graph 26: behaviors towards skin protection, 2024
- Demand for eco-friendly sunscreens is linked to the desire to reduce environmental impact
- Australian Gold and Gabriel Medina educate on reef-safe sunscreens
- Application of repellents should be improved
- Although essential for protection against insects, the use of repellents is uncomfortable for a large proportion of consumers
- Milder products may have a positive impact in the future
- Graph 27: launches of insect repellents by ‘tested’ claim by percentage of products launched, January 2019 to September 2024
- Gentler formulas without compromising efficacy
- UV protection added to repellents can enhance protection
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Key Players
- Companies and brands
- Farmax is strengthening its position in the Brazilian market and has announced a multimillion investment
- Ollie launches its first major campaign featuring actress Marina Ruy Barbosa
- Launches and innovations
- Niacinamide is explored in different products launched by Boticário
- Tinted sunscreen can meet demand for minimalist routines
- Sunless bets on new sunscreen sticks
- Exclusive formulas for children’s skin
- Sallve expands sun protection portfolio
- Marketing campaigns and actions
- Nivea connects photo editing to skin protection
- ISDIN is an official sponsor of the Roland-Garros tournament
- Australian Gold emphasizes the importance of photoprotection during the Pé na Areia Festival
- Dermage celebrates the natural beauty of the skin
- Creamy and Skelt join forces to prove that a healthy tan is possible
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The Market
- As temperatures rise, the use of sunscreen and repellent is increasing in Brazil
- Unemployment falls to 6.4%, and a record 58.4% of Brazilians are employed
- Graph 28: unemployment rate (%), Jan-Feb-Mar 2023 to Jul-Aug-Sep 2024
- Price increase accelerates in September 2024
- Graph 29: inflation rate (%), September 2023 to September 2024
- Orange December marks the month of skin cancer awareness in Brazil
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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