2021
0
Brazil Fragrances Market Report 2021
2021-11-18T03:09:42+00:00
OX1048497
3265
145332
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Report
en_GB
“Brazilian consumers have always been known for the assiduous use of scented products. During the pandemic, they have kept consuming fragrant products as an important part of their routine, either…

Brazil Fragrances Market Report 2021

£ 3,265 (Excl.Tax)

Report Summary

“Brazilian consumers have always been known for the assiduous use of scented products. During the pandemic, they have kept consuming fragrant products as an important part of their routine, either as a complementary stage of hygiene or to help them relax. The use of scented products at home has opened up space for the segment of air care items. In times of uncertainty and financial difficulties, Brazilian consumers have tried to find in fragrances a way to connect to their past and their identity, spending on more sophisticated versions that help them express themselves in public.”
– Amanda Caridad, Beauty and Personal Care Senior Analyst

This Report looks at the following areas:

  • Impact of COVID-19 on fragrance in short, medium and long term
  • Current consumption of scented products
  • Usage frequency of scented products (now and after the pandemic)
  • Reasons for the use of perfumed products
  • Use and purchase behavior of scented products

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: market context
          • Executive Summary

              • Market overview
                • The impact of COVID-19 on the fragrance category
                  • Figure 1: Predicted impact of COVID-19 in short, medium and long term on the fragrance category, 2021
                • Mintel Trend Drivers
                  • Figure 2: Mintel Trend Drivers
                • Challenges
                  • Economic context is cause for concern
                    • Brands can help consumers create occasions to use scented products at home
                      • Younger men look for affordable perfumes but still want quality
                        • Opportunities
                          • Deodorants with holistic benefits can help Brazilians who live alone cope with anxiety
                            • On-the-go packaging can boost consumption among those who use perfume daily
                              • Brands can invest in perfume launch campaigns on social media to attract younger men
                              • Market Drivers

                                • Unemployment rate falls, thanks to the increase in the number of autonomous and informal workers
                                  • Economic context is cause for concern
                                    • Perfumery segment grows 22% driven by commemorative dates and expressive consumption of female perfumes
                                    • Key Players

                                      • Companies and brands
                                        • Natura Luna invites women to live “guilty-free” with fragrances that combine Brazilian biodiversity actives
                                          • Figure 3: Luna Valentia launch – Brazil, 2021
                                          • Figure 4: Luna campaign – Brazil, 2021
                                        • With neuroscientific tests, Natura launches Mood line
                                          • Figure 5: Mood campaign – Brazil, 2021
                                        • Boticário and Tinder partner to celebrate Valentine’s Day
                                          • Figure 6: Boticário and Tinder campaign – Brazil, 2021
                                        • O.U.i is new perfumery brand developed by Boticário in France
                                          • Figure 7: O.U.i campaign – France, 2021
                                        • Boticário innovates delivering Malbec Bleu with drones
                                          • Figure 8: Boticário action – Brazil, 2021
                                        • Boticário launches Privée experience to create exclusive perfumes in its new concept store
                                          • Figure 9: Privée – Brazil, 2020
                                        • Natura partners with start-up to provide digital smell
                                          • Figure 10: Natura offers MultiScent 20
                                      • Who’s Innovating?

                                        • Scented products can offer antibacterial action
                                          • Figure 11: Global launches of “antibacterial” products, by category, 2019-21
                                          • Figure 12: Scented products with antibacterial action
                                          • Figure 13: LÀ MOIT antibacterial perfumes – China, 2020
                                        • Refillable formats can attract Brazilians who use perfume daily and need to save money
                                          • Figure 14: Global launches of “refillable” perfumes, 2019-21
                                          • Figure 15: Perfumes that can be refillable
                                      • Case Study

                                        • Boticário creates unique perfume for mother whose son died of COVID-19
                                          • Figure 16: Boticário starts producing Annete again – Brazil, 2021
                                        • After millionaire investment and international recognition, Amyi stands out in the category of fine perfumery
                                          • Figure 17: Amyi invites consumers to an olfactory journey
                                          • Figure 18: Eau de Parfum Amyi VIII – Brazil, 2020
                                      • The Consumer – What You Need to Know

                                        • Air fresheners can help consumers prolong the feeling of a clean house
                                          • Brands can help mothers regain self-esteem through the use of colognes
                                            • Long-lasting fragrance is an important claim in body moisturizers for younger women
                                              • Use of scented products can help Brazilians who work and study relax
                                                • Men who are parents seek more affordable products to give to friends and family as a gift
                                                  • Pandemic increases search for childhood-inspired fragrances
                                                  • Current Usage of Scented Products

                                                    • Deodorants with holistic benefits can help Brazilians who live alone cope with anxiety
                                                      • Figure 19: Current usage of scented products, by relationship status and household situation, 2021
                                                      • Figure 20: Mindalt created products and experiences that promote mood improvement
                                                      • Figure 21: Deodorants that promote holistic benefits
                                                    • Air fresheners can help consumers prolong the feeling of a clean house
                                                      • Figure 22: Current usage of scented products, by socioeconomic group, 2021
                                                      • Figure 23: Air fresheners that help prolong the feeling of a clean house
                                                    • Hair perfumes can incorporate treatment benefits into the haircare routine
                                                      • Figure 24: Current usage of scented products, by gender and age, 2021
                                                      • Figure 25: Perfumes that, in addition to refreshing, offer haircare benefits
                                                  • Scented Products Usage Frequency

                                                    • Portable packaging can boost perfume consumption out of home
                                                      • Figure 26: Scented products usage frequency, by working status and remote work, 2021
                                                      • Figure 27: Portable versions of iconic perfumes
                                                    • Daily use of colognes can help women who are mothers regain self-esteem
                                                      • Figure 28: Scented products usage frequency, by parental status and gender, 2021
                                                      • Figure 29: Eau de Cologne for women
                                                  • Scented Products Usage Frequency after the Pandemic

                                                    • Long-lasting fragrance is an important appeal in body moisturizers for younger women
                                                      • Figure 30: Scented products usage frequency after the pandemic, by gender and age, 2021
                                                      • Figure 31: Body moisturizers that offer long-lasting fragrances
                                                    • Men aged 16-34 are more likely to be influenced by social media content to try new perfumes
                                                      • Figure 32: Scented products usage frequency after the pandemic, by gender and age, 2021
                                                      • Figure 33: KondZilla preparing for the 2020 Multishow Award – Brazil, 2020
                                                      • Figure 34: Natura partnership with the Multishow Award – Brazil, 2020
                                                    • AB consumers may be interested in scented candles that help “energize” the environment after the pandemic
                                                      • Figure 35: Scented products usage frequency after the pandemic, by socioeconomic group, 2021
                                                      • Figure 36: Scented candles that promise to re-energize the environment
                                                  • Reasons for the Use of Perfumed Products

                                                    • Fragrances can help younger men feel confident in public
                                                      • Figure 37: Reasons for the use of perfumed products, by gender and age, 2021
                                                      • Figure 38: Perfume and deodorant Paco Rabanne Phantom
                                                      • Figure 39: Perfume and deodorant Carolina Herrera Bad Boy
                                                    • Use of scented products can help Brazilians who work and study relax
                                                      • Figure 40: Reasons for the use of perfumed products, by working and student status, 2021
                                                      • Figure 41: Vyrao perfumes
                                                      • Figure 42: Examples of perfumes that promote relaxation
                                                  • Purchase Behavior of Scented Products

                                                    • Brands are challenged to expand fragrance experimentation online
                                                      • Figure 43: Purchase behavior of scented products, by socioeconomic group, 2021
                                                      • Figure 44: Fiole Fragrance Finder
                                                    • Commemorative dates can boost consumption of scented products among men who are parents
                                                      • Figure 45: Purchase behavior of scented products, by parental status and gender, 2021
                                                      • Figure 46: More affordable scented products to give as a gift
                                                    • Despite the interest in premium fragrances, younger men are attracted by more affordable options
                                                      • Figure 47: Purchase behavior of scented products, by gender and age, 2021
                                                      • Figure 48: Dossier offers perfumes inspired by iconic fragrances
                                                  • Use Behavior of Scented Products

                                                    • Brands can help consumers create occasions to use scented products at home
                                                      • Figure 49: Use behavior of scented products, by working status and remote work, 2021
                                                      • Figure 50: Perfumes for special occasions at home
                                                    • Perfumes with nostalgic fragrances can be well accepted by younger consumers
                                                      • Figure 51: Use behavior of scented products, by age, 2021
                                                      • Figure 52: Perfumes that evoke childhood memories
                                                      • Figure 53: Boticollection is a limited edition of fragrances that have marked generations
                                                      • Figure 54: O Boticário campaign – Brazil, 2021
                                                  • Appendix – Abbreviations

                                                    • Appendix – Market Size and Market Share

                                                      • Market size
                                                        • Figure 55: Retail sales of scented products, by value – Brazil, 2014-21
                                                      • Market share
                                                        • Figure 56: Leading companies’ market share in the retail sales of scented products, by value – Brazil, 2019-20

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