In the Brazilian male toiletries market, which is witnessing a fundamental shift driven by the country’s fast-growing economy, significant opportunities exist for manufacturers and retailers according to Canadean.
The UK-based market researcher’s ‘Market Focus: Trends and Developments in the Male Toiletries Sector in Brazil’ report reveals that the market is shifting from ‘purely shaving essentials to include both pre- and post-shave cosmetics.’
According to Canadean analyst Kirsty Nolan, “manufacturers need to invest in further product innovation in order to meet consumers’ developing needs, stemming from changing fashions and work place pressures.”
“Innovations to combine the uses of products, for example hair removal and moisturizing qualities combined, will meet customer demands for convenience as they save time,” she added.
One of the companies to have already capitalized on this opportunity is Gillette. The brand, which dominates the male toiletries market in Brazil, has recently added aftershave balms and scents to its product range to complement to its razor portfolio. Meanwhile, the Nivea For Men Cool Kick 2 in 1 facial cleanser also doubles as a shaving gel, Canadean notes.
Popularity of supermarket and hypermarket channel
The market researcher highlights that time-pressed, image conscious men are looking to supermarkets and hypermarkets for a broader range of products, with this channel accounting for over 40 percent of product sales in Brazil’s male toiletries market.
Moreover, the firm states that sales of male toiletries in supermarkets and hypermarkets grew by almost BRL 450mn ($208mn) between 2009 and 2012.
Canadean says that given the fact three quarters of male toiletries in Brazil are used by men who have less than three hours leisure time per day, the dominance of this retail channel is not surprising.
Explaining the reasons for this, Nolan told CosmeticsDesign.com USA that: “hypermarkets and supermarkets are a popular channel for the sale of men’s toiletries as they primarily provide the consumer with convenience and a concise range of inexpensive products; lifestyles can be hectic in emerging economies, and consumers can combine their toiletries shopping with grocery shopping.”
Lastly, Canadean underlines the importance for manufacturers to invest in shelf space and promotions across major hypermarket and supermarket chains, a move that will boost both sales and brand awareness.