Smaller packs = larger fragrance consumption for LatAm’s largest country

Brazil has the largest fragrance consumption in the world; however, just like the rest of the globe, the country has seen its economy take a hit due to the recession.

Prevalent packs​

This has not put people off entirely though, according to research firm Euromonitor, which says that smaller pack sizes of premium fragrances and the economic development of Brazil are expected to shape consumption of fragrances.

“Since the start of the recession, smaller pack sizes have become more prevalent as an alternative option for price-conscious consumers, instead of trading down to mass brands, globally,”​ it claims.

Brazil’s predisposition to high usage and spending in fragrances will also keep the country key to global fragrance in glass consumption; as it is currently streets ahead of any other nation.

Fragrance market in Brazil​

The fragrance market in Brazil has also seen a boost after French beauty retailer Sephora opened its first store, followed by two more, last year; whilst leading local retailer O Boticário (Botica), also introduced its multi-brand The Beauty Box store concept impacting positively on sales of premium and semi-prestige fragrances.

Five of the major fragrance houses in the country – Givaudan, IFF, Firmenich, Symrise and Takasago – invested around R$160 million in Brazil in recent years, making São Paulo one of the most important cities in the world in terms of development of fragrances, behind only New York and Paris, says Euromonitor.

These fragrance houses produce perfumes for national and international companies and detect that in Brazil there is a strong tendency towards sophistication and variety of fragrances, which is also expected to boost sales in the coming years.