South America Personal Care Appliances Market Outlook, 2029

One of the main drivers of the South American hair care appliances market is consumers' rising concern for their appearance, particularly their hair. Both men and women utilize these techniques to express themselves through their hairstyles and win admiration. Having gorgeous hair not only boosts one's self-esteem but also raises the demand for hair care products. Additionally, the use of hair care appliances by professional hairstylists and hair treatment spas is rising, fueling this market's expansion. There are more social gatherings, parties, weddings, concerts, and other public occasions now that COVID-19 regulations have been loosened, and everyone wants to look their best. As a result, the market for hair care appliances is growing as a result of this rise in social activities. For instance, many brands have released hair dryers that offer speedy drying and styling with no heat damage. Additionally, businesses sell cordless and rechargeable hair care tools that are perfect for customers who are always on the go. These cutting-edge technologies present several potential for the market for hair care appliances to grow. However, a lot of consumers are worried about hair damage brought on by hair care products, which could limit the market's growth. Additionally, rising disposable income and growing purchasing power across the region have increased consumer expenditure on high-end hair care products.

According to the report, "South America Personal Care Appliances Market Outlook, 2029," published by Bonafide Research, the South America Personal Care Appliances market is anticipated to add to more than USD 490 Million by 2024–29. Additionally, in order to reach more consumers, producers of hair care appliances are progressively moving their business online. This enables clients to place orders from any location. On online marketplaces, customers can purchase genuine hair care products at a discount. Thus, an additional important element propelling the market expansion for hair care appliances is raising online sales. Additionally, producers of hair care appliances are stepping up their research and development efforts in order to launch cutting-edge hair care products that assist hair in the South American region in a variety of ways. While current cosmetics also provide protection and nourishment for the hair, traditional products were only used for styling. Furthermore, major businesses are stepping up their R&D efforts to launch new items produced with top-notch components and cutting-edge technology as a result of the growing consumer demand for innovative products. Due to the countries' strong desire for natural hair styling products, Brazil is recognized to have the largest market for hair styling products, followed by Argentina. The market has been further propelled by the expanding men's grooming trend in the nation. The second-largest market in the area is Argentina. The industry is also being driven by a rising desire for foreign brands among working men and women in the region who need high-end hair styling products. Additionally, users are becoming more interested in treatments created for particular hair kinds as businesses concentrate on creating goods with lots of active ingredients based on styling products.

The makers of haircare products are making major investments in new product development in order to introduce cutting-edge goods that satisfy changing consumer demands. Manufacturers are creating devices with temperature control technologies that, even after prolonged use, barely harm hair. For instance, Koninklijke Philips N.V. introduced a variety of high-tech haircare products in July 2020, including dryers and hair straighteners. To give a customized styling experience and cause the least amount of hair damage, the devices use active sensors that react to the temperature of the hair to freeze up to 70% of its natural moisture. In August 2019, the business also released a hair straightening brush. According to the advertisement, the brush is specially designed to harm hair less and style it more quickly. Consumer awareness of the advantages of electric personal care appliances, such as increased efficiency, high convenience, and quick speed over traditional grooming methods, is growing throughout the South American region, which is driving the industry's expansion. The market provides a range of items for both professional and domestic uses, including hair care, oral care, and several other products for beauty and hygiene, at various and accessible price points. The introduction of several items with cutting-edge features at various price points tailored to various client segments will fuel market demand throughout the region.

Wired personal care appliances, such as hairdryers, electric shavers, and straighteners, offer consistent power and performance, making them popular among consumers who prioritize reliability. These devices typically provide unlimited usage time, as they are connected directly to the power supply. In South America, where electricity access is generally stable in urban areas, wired appliances remain a staple. However, they may face competition from battery-operated alternatives, especially in regions where mobility and convenience are valued. Wireless personal care appliances, powered by rechargeable batteries, are increasingly appealing due to their portability and ease of use. Products like cordless hair clippers and battery-operated toothbrushes are popular choices among consumers looking for convenience, especially in rural areas where access to power outlets may be limited. The growing trend of DIY grooming and personal care routines at home has further fueled the demand for these appliances. In South America, the market for battery-operated devices is also influenced by advancements in battery technology, particularly lithium-ion batteries, which offer longer life and quicker charging times. This has led to a significant increase in the variety of wireless options available, catering to diverse consumer preferences and lifestyles.

In South America, the consumer goods market is characterized by diverse distribution channels that reflect the region's economic dynamics and consumer preferences. The primary channels include supermarkets and hypermarkets, specialty stores, convenience stores, e-commerce, and direct sales. Supermarkets and hypermarkets are the leading distribution channels, particularly in Brazil and Argentina, where modern retail formats have seen significant growth. These retailers provide a wide range of products, appealing to middle and upper-class consumers who value convenience and variety. For instance, in Argentina, modern retail accounts for approximately 39% of consumer goods sales, with major players like Carrefour and Cencosud dominating the market. In Colombia, this sector is also expanding rapidly, with an expected annual growth rate of 12% in sales, driven by the increasing penetration of hypermarkets and discount stores. E-commerce is emerging as a vital channel, particularly post-pandemic, with countries like Brazil leading in online retail growth. The increasing internet penetration and changing consumer habits have made e-commerce a convenient option for many, with platforms like Mercado Libre becoming prominent. However, traditional retail channels still hold a significant share of the market, as many consumers prefer the tactile experience of shopping in-store. Direct sales also play a crucial role, particularly in cosmetics and personal care, where representatives provide personalized service and access to products in areas underserved by modern retail. This channel has shown resilience and growth, especially in Brazil, where local brands like Natura have successfully leveraged direct sales to reach consumers.



Covid-19 Impacts:
During the first two quarters of 2020, the COVID-19 pandemic had a significant impact on the South American personal care appliance industry. The global shutdown of beauty salons as a result of stringent lockdown regulations put in place by some nations hindered the expansion of the sector. But the second half of 2020 saw a sharp increase in market revenues. The increased emphasis on health and the requirement to uphold strict personal cleanliness standards in the wake of the epidemic will drive industrial demand.

Major Companies present in the market:
Conair Corporation, Dyson, Koninklijke Philips N.V., Procter & Gamble Company, Spectrum Brands, Wahl Clipper Corporation, Groupe SEB, Homedics Inc., Andis Company, Johnson & Johnson Services Inc., Unilever PLC, Omron Healthcare, Nova Group, Panasonic Corporation, Havells India Ltd.

Considered in this report
• Geography: South America
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• South America Personal Care Appliance market with its value and forecast along with its segments
• Country-wise personal care appliance market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report
• Brazil
• Argentina
• Columbia

By Product
• Hair Care
• Hair Removal
• Oral Care
• Others

By Product Type
• Hair Dryer
• Hair Straightener
• Trimmer
• Powered Toothbrush
• Others (Hair Styler, Power Shaver, Epilator, Oral Irrigator)

By Power Supply
• Wired
• Wireless (Battery operated)

By Gender
• Male
• Female
• Others

By Sales Channel
• Supermarkets & Hypermarkets
• Specialty Stores
• Convenience Stores
• E-Commerce

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Personal Care Appliance industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.