Brazilian men's grooming market led by Procter & Gamble and Unilever

The Brazilian men's grooming market increased by 25% in current value terms through 2012, reaching a total of R$8.4 billion.

Brazil is one of the fastest growing markets for personal care products and occupies second position globally for male grooming products after the US. Brazil's male population was responsible for approximately one-third of the total male-grooming retail business between 2008 and 2011.

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 behaviours that exist across genders.

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.

The Brazilian men's grooming market is dominated by international companies, mainly Procter & Gamble and Unilever, which held a combined 66% value share in 2012.

During the 2014 FIFA World Cup and 2016 Olympic Games Procter & Gamble will invest significant resources in Gillette razors and blades, as it will be one of the most important sponsors of these events.

Marketing activities should include advertising on television, prizes and merchandising, among others. The company is one of the most important sponsors of these global events; consequently, sales of such products should see a notable jump in these years.

Vice-leader in the men's grooming market, Unilever, dominated sales of deodorants with well-recognised brands such as Axe and Rexona Men. Fragrance and performance are requirements in line with new products released by the company.

For more information on the Brazilian men's grooming market, see the latest research: Brazilian Men's Grooming Market

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