Victor Fraga, senior research analyst, Mintel10.30.14
Male consumers in Brazil demonstrate a high level of brand loyalty when shopping for beauty and personal care products.
The Mintel’s Men’s Toiletries report reveals that almost half (45%) of Brazilian men affirmed thtat they “tend to buy the same brand of toiletries.” This was the highest score in a list of 11 behavioral statements.
Brazilians indeed value brand recognition when shopping. Mintel’s Consumer Spending Habits – Brazil, July 2013 report showed that three quarters (75%) of consumers of both genders agree with the statement “buying well-known brands makes me feel good about myself.” This percentage is slightly higher for men, reaching 76%.
The second highest behavioral statement in the Men’s toiletries report revealed that Brazilian men are very attached to fragrances. More than four in 10 (41%) respondents claimed “the smell of a product is very important when choosing which product to buy.”
At the other end of the behavioral spectrum, only 6% of men said that they "dislike shopping for toiletries." This reveals a generally positive attitude toward shopping for beauty and personal care items, which is good news to manufacturers and retailers. They should endeavor to make the shopping experience even more fun and engaging. This could include testers and free samples (mentioned by 23% of respondents) or buy-one-get-one-free promotions (as mentioned by 58% of respondents in Mintel’s Food and Drink Retailing – Brazil, April 2014 report).
The same report also reveals that young men prefer pricey items. Those aged 16-24 are more likely to buy more expensive products, as 41% revealed they do so at least occasionally. This percentage is higher than all other age groups, which range between 19% (aged 55+) and 37% (aged 25-34). Manufacturers and retailers could target this group more efficiently with various promotional deals such as buy-one- get-one-free deals and free samples.