Innovations and added value should make the segments of deodorants and male personal care grow in Brazil at a rate of 5% and 7.1% per year, respectively, by 2019. According to estimates of global research agency Euromonitor International, that monitors the beauty market in 80 countries, the country is expected to become the world’s greatest market in male personal care and generate US $ 6.7 billion in sales, reports the agency.

According to the agency, the Brazilian is already the largest consumer of this type of product in the world, spending an average of $ 24 per person per year in the category, ahead of consumer countries like the United States (US $ 12), Mexico (US 6 $), Australia ($ 16) and South Africa ($ 8).

“The good deodorant sales performance in Brazil stems in part from its strong connection with the fragrances, as the Brazilian enjoys to be always perfumed and by the tropical climate, uses the product twice a day on average,” explains Marcela Viana, research analyst at Euromonitor International. “In addition, in recent years this category has brought innovations with higher added value, which bring a differential to the consumer,” she says.

Today the most popular type of deodorant in Brazil is the aerosol spray, responsible for $ 2.2 billion in sales last year. Second on consumer preference is the type of the roll-on, which was preferred up to 2010. Worldwide, the deodorants market has generated US $ 24 billion last year, with the aerosol sprays accounting for almost half of this amount.

Personal Care for Male public

The agency also reported that the male personal care market is expected to continue growing 7.1% per year until 2019, when the country will become the largest market in the world in the category, with sales of US $ 6.7 billion. In 2014 Brazil was the third market in personal care, with US $ 43.5 billion, behind the United States and China.

According to the agency, in 2014, the sale of shaving products, soaps and shampoos aimed at male audience in Brazil generated US $ 4.7 billion, an increase of 99.4% compared to 2009. During the period, the best performances came from bath products, hair care and deodorants, which grew 175%, 137% and 75%, respectively, in addition to shaving products.