Brazil Personal Care Appliances Market Overview, 2029

In Brazil, the connection between wealthy and feeling good is one that personal care brands have been making for quite some time but should emphasize now given the current climate. The desire to make educated and ethical purchase decisions means consumers are raising their expectations for brands when it comes to transparent ingredient sourcing and labelling, and environmentally-friendly packaging. The transformation in the modern scenario led modification in the concept of beauty, wellness, and grooming. In the modern age of competition consumers are getting more watchful towards beauty and grooming. Increasing beauty consciousness among women and men is one of the major trends in personal care electrical appliances market, which lead to drive the personal care market. Grooming plays a major role in maintaining a high self-confidence. People are also concerned about oral healthcare, which has increased the demand for electric toothbrushes worldwide. Nowadays, consumers are opting for personal care appliances rather than traditional products, due to huge social media exposure. Growing personal care concerns is a major factor driving the personal care appliances market.

According to a research report, “Brazil Personal Care Appliances Market Overview, 2029”, published by Bonafide research, the Brazil Personal Care Appliances market is anticipated to grow at more than 5.22% CAGR from 2024 to 2029. Such products include hair care, oral care, and other personal hygiene products that are battery or electricity operated. The market is expected to grow at a steady pace for products that have already established themselves. The sales of comparatively newer products such as hair stylers and oral care appliances, is anticipated to witness a faster adoption in the market. Increase attentiveness towards personal grooming and beauty driving personal care electrical appliances market growth. Brazil’s personal care appliances market is skyrocketing with growing sales driven by a fashion-conscious and beauty-obsessed population. Brazil, the personal care appliances industry veteran, is the largest consumer of personal care appliances market and relies heavily on traditional channels for distribution. Online retailing has made inroads into the personal care appliances market in Brazil and is on a slow but steady growth trajectory with immense potential in the future.

In Brazil, consumers heavily used hair dryers to dry hair quickly and make the hair look smooth and glossy every time after use. These styling tools are mostly preferred to achieve significant control over their hair compared to drying it naturally. The hair appliances, like straighteners and curlers, enable consumers to create various hairstyles as required, thus making these hair styling tools popular among people in the region. To meet the growing demand, the key market players operating are focusing on expanding their distribution channels and networks. Moreover, the rising requirement for hair styling tools, largely across professional salons, followed by the personal use segment, has led to strong growth in lightweight and compact hair styling equipment, such as hair dryers. The growing reliance on using personal products, which combine both the aspects of daily use and are travel size, has witnessed a strong uptick over recent years.

The hair care and personal grooming market in Brazil has shown significant demand, driven by diverse consumer needs and a rich cultural heritage. This growth is fueled by the popularity of hair treatments such as coloring, straightening, and styling, as well as the increasing incidence of hair-related issues like loss and damage, prompting consumers to seek specialized products like hair dryers, straighteners, and nourishing treatments. In the realm of personal grooming, products such as hair clippers, trimmers, and epilators are gaining traction as consumers prioritize convenience and efficiency. The rise of e-commerce has further facilitated access to these products, appealing particularly to younger demographics who favor online shopping for personal care essentials. The market for oral care products, including electric toothbrushes and oral irrigators, is also expanding, driven by a growing awareness of dental hygiene and the benefits of advanced oral care technologies. The diverse Brazilian population, with its various hair types and beauty standards, necessitates a wide range of products, from hair stylers to power shavers. This diversity not only supports a competitive market landscape but also encourages innovation among manufacturers to develop tailored solutions that resonate with local consumers. As a result, Brazil's hair care and grooming markets remain vibrant and dynamic, reflecting broader trends in personal care and lifestyle preferences.

The personal care appliances market in Brazil is witnessing a growing preference for both wired (electric) and wireless (battery-operated) devices, driven by evolving consumer needs and technological advancements. While wired appliances continue to dominate the market due to their reliability and consistent power supply, wireless devices are gaining popularity for their convenience and portability. Wired personal care appliances, such as hair dryers, straighteners, and electric toothbrushes, remain popular in Brazil due to their consistent power output and the absence of battery life concerns. These devices are often preferred for home use, where a stable power source is readily available. Manufacturers are focusing on developing wired appliances with advanced features, such as ionic technology in hair dryers for faster drying and reduced frizz, and oscillating brush heads in electric toothbrushes for improved plaque removal. The demand for wired appliances is particularly strong among consumers who prioritize performance and durability over portability. Wireless personal care appliances are becoming increasingly popular in Brazil, especially among younger consumers and those who value convenience and mobility. Battery-operated devices like cordless hair clippers, trimmers, and epilators offer the flexibility to groom on-the-go, making them ideal for travel or outdoor activities. The rise of e-commerce has further fueled the growth of wireless appliances, as consumers can easily purchase these products online and have them delivered to their doorsteps.

Supermarkets and hypermarkets remain the dominant players, accounting for over 48% of food retail sales in 2022. These large-format stores offer a wide variety of products, including groceries, household items, and personal care products, under one roof. Major players in this segment include Carrefour, Grupo Pão de Açúcar, and Walmart. Specialty stores, such as beauty supply shops and hair salons, are also popular in Brazil, particularly for hair care products. These stores offer a more personalized shopping experience and cater to specific consumer needs. For instance, the Brazilian hair care market, valued at approximately $5 billion in 2021, is projected to grow at a CAGR of over 4% through 2028, driven by the popularity of hair treatments and the diverse hair types of the Brazilian population. Convenience stores, while not as dominant as supermarkets and hypermarkets, play a significant role in the Brazilian retail landscape. These stores are typically located in high-traffic areas and offer a limited selection of essential items, such as snacks, beverages, and basic household necessities. The convenience factor and proximity to consumers make these stores appealing for quick purchases. E-commerce has been gaining traction in Brazil, particularly in the wake of the COVID-19 pandemic. Online shopping platforms offer consumers the convenience of purchasing products from the comfort of their homes, with the added benefit of a wider selection of products and competitive prices. Major e-commerce players in Brazil include Amazon, Mercado Livre, and Magazine Luiza.



Covid-19
The COVID-19 pandemic has severely affected the personal care appliances market during the first two quarters of 2020. The closing of beauty salons around the world due to the imposition of strict lockdown measures by several countries affected the industry expansion. The market however witnessed a surge in revenues in the second half of 2020. The enhanced focus on wellness and the need to maintain a high level of personal hygiene in the wake of the pandemic will fuel the industry demand.

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

Aspects covered in this report
• Brazil Personal Care Appliance market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

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


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.