Summary

South American consumers are becoming more health-conscious and environmentally conscious, which has increased demand for natural and organic men's grooming products. Products containing natural ingredients and free of harmful chemicals and synthetic fragrances are becoming increasingly popular among consumers. Furthermore, South American consumers want personalised men's grooming products that are tailored to their specific needs and preferences. This has resulted in an increase in demand for customised products such as shaving kits, skincare regimens, and fragrances. Furthermore, when it comes to men's grooming products, sustainability is becoming an increasingly important factor for South American consumers. Eco-friendly, cruelty-free, and sustainable products are becoming increasingly popular in the region. E-commerce has transformed the way men's grooming products are purchased in South America. As consumers increasingly turn to online shopping for convenience and access to a wider range of products, online marketplaces and direct-to-consumer brands is gaining traction in the region.

According to the research report, “South America Men’s Grooming Market Outlook, 2028”, published by Bonafide research, the market is anticipated to reach USD 4.72 Billion by 2028. Rising disposable income is expected to boost consumer spending on grooming products, boosting market growth for men's grooming products. Another major factor expected to fuel the South American market growth of men's grooming products is a growing sense of fashion combined with an increase in the urban and middle-class population. Furthermore, rising hygiene awareness is expected to drive growth in the South American men's grooming market over the forecast period. As disposable incomes rise in South America, more consumers are willing to spend money on premium and luxury men's grooming products. Premium products such as high-end fragrances, luxury skincare products, and premium shaving kits are gaining popularity in the region.

The market is divided into skin care, hair care, shaving care, toiletries, fragrances, and others based on product type. Fragrances have the largest market share in the South American men's grooming market. Fragrances are a big part of the culture in South America, and men often use them daily as a way to enhance their personal grooming routine and feel more confident. Furthermore, the increasing disposable income in South America has led to an increase in demand for luxury goods such as fragrances, which are often seen as a symbol of status and success. Moreover, the fragrance market in South America offers a wide range of scents that cater to different tastes and preferences, making it easier for men to find a fragrance that suits them.

The market is split into two price ranges: mass and premium. The mass market segment was the largest in 2022. Mass-market brands frequently offer promotions and discounts, which can help attract price-sensitive consumers and drive sales. During the forecast period, the premium segment is expected to grow at the fastest CAGR. Rising disposable income and changing consumer attitudes towards grooming have increased demand for premium men's grooming products. The market is classified into supermarkets, convenience stores, specialty retailers, e-commerce, and others based on the distribution channel. During the forecast period, the supermarket and hypermarket segment held the largest share. The primary factor driving the segment's growth is the growing customer preference for purchasing cosmetics and personal care items from supermarkets and hypermarkets. Despite the fact that the proliferation of e-commerce platforms and online marketplaces has made it easier for small and new players to enter the men's grooming market, During the forecasted period, the e-commerce distribution channel had the highest CAGR. These players can set up their own e-commerce stores or sell their wares on well-known online marketplaces, providing them with a low-cost and easily accessible distribution channel.

Some of the major hypermarket/supermarket chains in South America that carry men's grooming products include Carrefour, Walmart, Éxito, Cencosud, Tottus and many more. OXXO, 7-Eleven, Circle K, Extra, Po de Açcar Minuto, and many other major convenience store chains in South America carry men's grooming products. In South America, specialty retailers are another important distribution channel for men's grooming products. Sephora, The Body Shop, Kiehl's, L'Occitane, The Men's Club, and many other major specialty retailers in South America carry men's grooming products.In South America, e-commerce platforms have become an increasingly important distribution channel for men's grooming products. Online shopping provides consumers with a convenient and accessible way to purchase products, and many retailers and brands in the region have established a strong online presence. Mercado Libre, Amazon, Falabella, Dafiti, Ésika, and other major e-commerce platforms in South America sell men's grooming products.

According to the report, the South American market is segmented into three major countries, including Brazil, Argentina, and Colombia. Among these, Brazil leads the South American men's grooming market. Brazil has a large population of over 200 million people, which creates a significant market for personal grooming products. In Brazil, personal grooming is seen as an important part of daily life, and men are willing to spend money on products that help them look and feel their best. Furthermore, Brazilian companies have been innovative in developing new products and formulations to cater to the needs of consumers in the region. This has helped them stay ahead of competitors and maintain a strong market position. Most businesses rely on celebrities to promote their products. New styles are gradually gaining popularity among South American men, who are beginning to demand more specific products with the appropriate brand association. For example, Neymar Jr. is one of the most sought-after celebrities in campaigns aimed at average South American men. He is known for his daring style, which includes unconventional haircuts, hair colouring, and hair straightening. Men in Brazil are very connected with soccer, and many recognise soap opera actors, who are major influencers in fashion styles. In Ecuador, one of the most interesting and successful campaigns for its Nivea brand was created by Beiersdorf through an alliance with Real Madrid footballers to reinforce the image of Nivea men's toiletries with sports and intense activities. there are several notable start-ups in the men's grooming market in South America, including Dr. Jones, Barba Negra, Lord Jack Knife, Simões, and Lelé de Tonha. These start-ups are focused on offering more natural, sustainable, and socially responsible grooming products that appeal to younger consumers.

Restraints

In many South American countries, economic instability is a major concern, and it can have a significant impact on consumer spending. Consumers may reduce discretionary spending, including men's grooming products, during times of economic uncertainty. Cultural attitudes towards men's grooming can also limit market growth. There may be a cultural stigma attached to men's grooming in some countries, or a perception that it is not a masculine pursuit. This can make it more difficult for brands and retailers to effectively market and sell men's grooming products.

Developments:
• In 2021, Brazilian beauty conglomerate Natura &Co announced that it was launching a new men's grooming line under its The Body Shop brand. The line includes a range of skin and hair care products designed specifically for men, and is being marketed as a gender-neutral alternative to traditional men's grooming products.
• In 2021, Unilever announced that it was expanding its Axe men's grooming brand in South America, with a focus on developing new products and expanding distribution networks in key markets. The company also launched a new campaign for Axe featuring a diverse range of male models, aimed at promoting inclusivity and breaking down traditional gender stereotypes.
• In 2021, L'Oréal announced that it was launching a new men's grooming line under its Garnier brand in Brazil. The line includes a range of skin and hair care products designed specifically for men, and is being marketed as an affordable, high-quality alternative to more expensive men's grooming products.
• 2021, Beiersdorf announced that it was launching a new men's grooming line under its Nivea brand in Argentina. The line includes a range of skin and hair care products designed specifically for men, and is being marketed as a way to help men look and feel their best.
• In 2021, Colgate-Palmolive announced that it was expanding its men's grooming line in Brazil, with a focus on developing new products and marketing campaigns that appeal to younger male consumers. The company also announced that it was partnering with a popular Brazilian influencer to promote its men's grooming products on social media.

Companies Mentioned in this report:

Beiersdorf AG, Procter & Gamble Co., L'Oréal Groupe , Shiseido Co., Ltd. , Vi-john Group , Colgate-Palmolive Company , Kao Corporation , The Estée Lauder Companies Inc., Reckitt Benckiser , Coty, Inc., Edgewell, Personal Care Co, Koninklijke Philips N.V., L’occitane International SA, Revlon, Inc., Unilever PLC, Natura Cosmeticos SA (NATURA), ITC Limited , Himalaya.

Considered in this report
• Geography: South America
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• South America Men’s Grooming market with its value and forecast along with its segments
• Region-wise Men’s Grooming market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Regions & Countries covered in the report:
• Brazil
• Argentina
• Colombia

By Product Type:
• Skin Care (Anti-aging, Face Wash, Moisturizers, Others)
• Hair Care (Shampoo, Conditioner, Styling Products, and Others)
• Shave Care (Shaving Gel, Razors & Blades, After Shave Care, Lotion, Splash/Gel, Balm and Others)
• Toiletries (Soap, Shower & Wash)
• Fragrances (Perfume, Deodorants & Colognes)
• Others

By Price Range:
• Mass Products
• Conventional Products

By Distribution Chanel:
• Supermarkets/Hypermarkets
• Convenience Stores
• Specialty Retail
• E-Commerce
• Others (Pharmacies, B2B)

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, analysing 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 Men’s Grooming 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.

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