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Personal Care Appliances in Brazil

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    Report

  • 26 Pages
  • December 2025
  • Region: Brazil
  • Euromonitor International
  • ID: 1541680
Personal care appliances in Brazil demonstrated robust volume growth in 2025, driven by an increasing consumer focus on health and wellness, and a rising inclination towards online shopping. The attractiveness of the category was underscored by a positive economic scenario, with median disposable income per household rising in 2025, supporting consumer spending. Key players like Mondial have strengthened their sales through strategic expansions and investments in e-commerce.

This report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, format trends or distribution issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Body Shavers, Electric Facial Cleansers, Hair Care Appliances, Oral Care Appliances, Other Personal Care Appliances.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Personal Care Appliances market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

KEY DATA FINDINGS
2025 DEVELOPMENTS
  • Wellness, e-commerce, and innovation propel growth for personal care appliances
  • CHART 1 Key Trends 2025
INDUSTRY PERFORMANCE
  • Personal care appliances sees sustained growth on economic strength and female spending
  • Health and wellness drive sales growth
  • Direct-to-consumer sales become increasingly important
  • CHART 2 Mondial Gains Household Penetration Through Personal Care Appliances
WHAT’S NEXT?
  • Growth expected as disposable incomes rise and urbanisation continues
  • Electric facial cleansers set to drive growth through innovation
  • Urbanisation and direct-to-consumer investment to reshape distribution
COMPETITIVE LANDSCAPE
  • Taiff-Proart and Britânia lead through brand strength and expansion
  • CHART 3 Analyst Insight
  • Mondial gains household penetration through strategic expansion
  • CHART 4 Mondial Gains Market Share Through Hair Care Appliances
  • Stability paves the way for strategic growth and digital expansion
CHANNELS
  • Offline dominance meets retail e-commerce growth in personal care appliances
  • Magalú and AliExpress partnership signals new era for retail e-commerce in Brazil
  • Regional retailers poised for growth in personal care appliances due to cost efficiencies
PRODUCTS
  • Cordless and portable solutions drive product innovation
  • CHART 5 Practicality Leads Consumers to Prefer Portable Solutions
  • Business impact of cordless and portable solutions
COUNTRY REPORTS DISCLAIMER
  • CHART 6 Key Trends 2025
  • CHART 7 Analyst Insight
  • CHART 8 Air Conditioners Sees Dynamism Due to Local Manufacturing, and as the Urban Population Rises
  • CHART 9 Growth Decomposition of Consumer Appliances 2024-2029
  • CHART 10 More Products from Asia Enter Brazil, Driving a Response from Other Companies
  • CHART 11 Betting on the Mainstream Market, Mondial Sees Growth
  • CHART 12 Real GDP Growth and Inflation 2020-2030
  • CHART 13 PEST Analysis in Brazil 2025
  • CHART 14 Key Insights on Consumers in Brazil 2025
  • CHART 15 Consumer Landscape in Brazil 2025
CONSUMER APPLIANCES IN BRAZIL
EXECUTIVE SUMMARY
  • Discerning consumers and urbanisation drive continued expansion in consumer appliances
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
  • Stable growth driven by brand competition and consumer awareness
  • Refrigeration appliances dominates major appliances, personal care appliances small appliances
  • Air conditioners sees dynamic growth, driven by urbanisation
WHAT’S NEXT?
  • Striking a balance between attracting consumers with lower prices and maintaining quality
  • LG and Electrolux will contribute to growth through local production
  • Dishwashers set to lead growth in major appliances due to low penetration
  • Health and wellness trend to drive growth in personal care appliances
COMPETITIVE LANDSCAPE
  • Midea and Britânia maintain their leading positions through strategic investments
  • Companies respond to the threat from the rising number of Asian brands
  • Strategic partnerships and localisation drive growth
CHANNELS
  • Offline retailers remain dominant despite retail e-commerce growth
  • E-commerce platforms drive sales in remote regions
PRODUCTS
  • Price-convenient innovations attract mainstream consumers and bigger families
  • Premiumisation through innovation exemplified by Samsung
ECONOMIC CONTEXTCONSUMER CONTEXTCOUNTRY REPORTS DISCLAIMER
SOURCES
  • Summary 1 Research Sources