Home » Articles, Beauty and Personal Care, Ingredients, Latin America » Low-Cost Sophistication Shapes Fragrance Trends in Latin America

April 12, 2014

Low-Cost Sophistication Shapes Fragrance Trends in Latin America

Anaïs_MirvalAnalyst Insight by Anais Mirval - Ingredients Analyst

Along with incomes, social aspirations are growing in Latin America. Consumers are becoming more concerned about their image. And, of course, they want that image to be at its best according to their financial resources. Thus, demand for sophisticated products is increasing.

In order to stop consumers from trading up and switching brands, manufacturers of hair care and deodorants are reformulating or expanding their product ranges to incorporate “luxury-feel” fragrances. With hair care and deodorants becoming the main beneficiaries of consumption, fragrance manufacturers should increasingly focus on these customers and boost demand by offering low-cost complex scent blends.

Annual Disposable Incomes of Latin American Households

Source: Euromonitor International

Adding Value Perception in Hair Care

In Latin America, the strategy of adding fragrance to improve value perception is particularly notable in hair care products which suffer from weak consumer loyalty. Products with concentrated or extra fragrance are finding space. But, in addition, as exposure to imported fine fragrances is growing, hair care manufacturers are responding to the changing sensibilities of consumers by migrating towards more complex scent blends. Health and wellness and fine fragrances are the main areas being explored to increase the "sophistication feeling" among consumers.

Forecast Consumption of Fragrances in Latin America (excluding fragrance products)

Source: Euromonitor International

The health and wellness trend in hair care is largely focused on the scents of botanicals, plant-based ingredients and their functions. The scents mirror and enhance the properties of the extracts by producing a sensory effect on consumers. Essences of antioxidant superfruits with a high vitamin content, such as acerola or açaí, are attractive as consumers readily associate them with health. Moreover, from the scents of fresh herbs, hair care products are moving towards functional aromatic herbs such as basil and rosemary, which are associated with astringency and shine. The fine scents trend inspired by premium fragrances is bringing oriental spices such as ginger and amber and sophisticated citrus notes such as bergamot and verbena to Latin American hair care.

Consequently, as fragrances with character are approved by a large number of consumers and hair care is the largest growing category in beauty and personal care, consumption of fragrances in hair care in Latin America is expected to overtake that in bath and shower shortly after 2017.

Strengthening Functionality in Deodorants

Purchase drivers in deodorants include efficacy with antiperspirants, pleasant scents and extra benefits such as beauty properties. In Latin America, as perfumes are overpriced compared to other countries of the world, scent is becoming the most popular growth driver.

The increased price accessibility of intensely fragranced body sprays, as well as greater line extensions, has made them an attractive and affordable substitute for fragrances among lower-income consumers. Because, even though the purchasing power of Latin Americans is increasing, annual disposable income per household is still three and a half times lower than in developed countries.

Performance of Deodorants and Mass Fragrances in Latin America

Source: Euromonitor International

Note: Cumulative growth (or decline) for either the historic or forecast period, expressed as an index where the base year = 100

body splash.pngThe growing popularity of deodorants with a high fragrance content is particularly apparent among men as men’s deodorants contain on average more fragrance and less antiperspirant than in the wider deodorants category (men’s, women’s and unisex). The strategy of deodorant manufacturers to involve famous perfumers in the development of their products is proving particularly fruitful in men’s grooming. Indeed, mass fragrance manufacturers are trying to counter it by lowering their unit prices.

Recently, several major deodorant companies have launched lines of body splashes, described as refreshing fragrances, in North and Latin America. The introduction of this new kind of product will blur even further the lines between deodorants and mass fragrances and sustain the use of growing volumes of sophisticated scents.



Have a question or a thought to add? Leave us a comment below.

« Top 10 Global Consumer Health and Wellness Trends for 2014 | Main | Blueberries the Most Dynamic Fruit in 2013 »


Feed You can follow this conversation by subscribing to the comment feed for this post.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.


Post a comment

Comments are moderated, and will not appear until the author has approved them.


 RSS Feed

Receive New Posts via Email:


Join us on...

Filter by Category

Filter by Geography

Filter by Industry

Recent Posts

Kraft-Heinz Merger Proves to be the Biggest Deal in Packaged Food History

Invertir en investigación de mercado global una guía estratégica para PYMEs

Pesquisa de mercado: guia estratégico para PMEs

Investing in Global Market Research: A Strategic Guide for SMEs

Highlights from New 2015 Food Packaging Research

5 Key Highlights from the 2015 Apparel and Footwear Research

Trends in the Men's Fashion Market

10 Facts About Sub-Saharan Africa

Unilateral Pricing Policy Sparks Debate on Future of Optical Goods Store Retailing

¡Euromonitor participa Seminario Internacional de Cereales que se llevará a cabo en 4 ciudades de Latinoamérica!