The Brazilian fragrances market, already the most valuable in the world, is set to continue growing quickly, helped by a broad consumer base, the experience-seeking behaviour of consumers, and a young and increasingly affluent population, according to a new report by Canadean.

By 2013 Brazil was already the most valuable fragrances market in the world, worth more than US$6 billion. This is built on the back of high per capita consumption as Brazilians use, on average, three times more fragrances by volume than consumers in the US, the next most valuable market. Not only is consumption of fragrances already high, it is also set to grow quickly with both men and women using high volumes of fragrances, and often looking to treat themselves to new and novel experiences. men play a prominent role in the Brazilian fragrances market, consuming 48.7% of fragrances by volume.