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Male Grooming in Brazil: Changing Attitudes and New Opportunities
Datamonitor, Aug 2011, Pages: 91
Introduction
Brazil is one of the fastest growing markets for personal care products and occupies second position globally for male grooming products after the US. While the more lucrative women’s market is also continuing to grow, the potential of the male market remains enormous but requires a markedly different approach due to substantial differences in attitudes and behaviors that exist across genders.
Features and benefits
- Achieve sales growth by understanding male consumers’ attitudes and behaviors towards grooming and how these will evolve in the future
- Stimulate ideation and invigorate brands by understanding the latest male personal care needs, supported by consumer, product and market data
- Enhance your market positioning by learning from manufacturers’ recent successes in the grooming market and hence reduce risk for new product launches
- Achieve sales growth of male grooming products by learning how to benefit from appropriately exploiting retail and e-commerce channels
Highlights
- This research has shown that the aging of Brazilian population and formation of a larger mass consumption market will require different product and marketing strategies from the beauty industry in the near future.
- Brazilian men are showing attitudinal similarities to women in terms of the importance they attach to their appearance. Increasing image consciousness – which is strongly attached to better social and professional opportunities, will open up new market segments for industry players.
- Brazilian males have proved increasingly more confident in addressing their personal care needs as well as more demanding for customization benefits. Therefore, personal care products which are suited to the specific needs and lifestyles of male consumers present tremendous opportunity across all categories.
Your key questions answered
- What key elements contribute to Brazil being a strategic market for new investments in the personal care sector?
- What are the key demographics that are shaping male personal care consumption now and in the near future?
- What changes in men’s behavior have led to a higher demand for products dedicated exclusively to them?
- What are the local male consumer peculiarities driving current purchasing behavior in Brazil?
- What products are currently satisfying male consumer personal care needs?
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