Premiumisation and tech innovation key to growth
The personal accessories market in Brazil demonstrated resilience in 2025, growing by 9% in current value terms to BRL43.1 billion, driven by premiumisation and tech innovation. This growth was supported by an 11% increase in jewellery sales, driven by tech innovation, gifting, and aspirational purchases. The market is expected to continue growing at a CAGR of 4% from 2025 to 2030, reaching BRL52.1 billion by 2030. The attractiveness of this market is underscored by the growing number of high-net-worth individuals (HNWIs) in Brazil, which is forecast to reach 24,200 by 2030, supporting demand for luxury personal accessories. To succeed, brands should focus on premiumisation, sustainability, and tech innovation, while also adopting omnichannel strategies to cater to the growing e-commerce demand.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Accessories industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Bags and Luggage
- Jewellery
- Watches
- Writing Instruments
If you're in the Personal Accessories industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Personal Accessories in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Personal Accessories in Brazil?
- Which are the leading brands in Personal Accessories in Brazil?
- How significant is tourism in determining sales and demand for Personal Accessories in Brazil?
- How are COVID-19 and global recession impacting demand for Personal Accessories in Brazil?
- In the wake of COVID-19, how soon can Personal Accessories be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Personal Accessories in Brazil
Premiumisation and tech innovation key to growth
Growth despite global uncertainty
Vivara adapts to polarisation, while Casio Vintage captures young consumers with retro appeal
Gen Z drives demand for smart and connected accessories
Tech-savvy consumers drive premium growth through innovation
Sustainability and cultural relevance to shape industry dynamics
Fastest growth in traditional and connected watches driven by tech innovation
Leading brands maintain positions through innovation and strategy
Opportunities arise from market trends and consumer preferences
Retail offline remains dominant through omnichannel presence
E-commerce expands with Gen Z and Millennial consumers driving growth
Retail e-commerce plays significant role with growing competition
Sustainable luxury jewellery redefines market with eco-friendly designs
COUNTRY REPORTS DISCLAIMER
Bags and Luggage in Brazil
KEY DATA FINDINGS
Quality, design and sustainability drive growth
Samsonite and Le Postiche drive sales through diverse strategies
Bags drives sales with premium and affordable options
Travel and tourism boosts category growth
Sustainable and premium products drive growth
Bags to remain largest category
Eco-friendly innovations and digital transformation key to success
Arezzo maintains lead through innovation and omnichannel strategies
No significant mergers or acquisitions in 2025
Retail offline dominates sales through department stores and luggage specialists
Retail e-commerce grows as omnichannel strategies become essential
Leisure and personal goods specialists drives sales through bags and luggage specialists
Gen Z drives innovation with sustainable and tech-friendly designs
Jewellery in Brazil
KEY DATA FINDINGS
Robust performance driven by premiumisation and symbolic gifting
Vivara drives growth with dual-brand strategy across income segments
Costume jewellery remains largest category due to affordability
Fine jewellery sees strong growth driven by affluent consumers
Premiumisation and lab-grown diamonds drive growth
Narrowing gap
Diversification and sustainability to shape future
Vivara and H Stern maintain lead through strategic expansion and innovation
Premiumisation and sustainability to drive future growth and opportunities
Retail offline remains dominant through branded stores
Retail e-commerce grows with improved digital platforms
Omnichannel presence key for retailers
Sustainable luxury emerges with recycled gold and lab-grown diamonds
Traditional and Connected Watches in Brazil
KEY DATA FINDINGS
Connected watches drives growth
Smartwatches play key role in growth
Affordability and premium features drive market polarisation
AI and tech innovation boosts value sales growth
Tech-savvy consumers drive demand for connected watches
Affordable luxury and sustainability to shape future trends
Technos and Apple maintain lead through innovation
Emerging trends and opportunities for businesses
Retail offline dominates traditional and connected watches sales
Omnichannel strategies become essential for retailers
Gen Z drives innovation with retro appeal and affordability
Writing Instruments in Brazil
KEY DATA FINDINGS
Shit towards higher-priced and sustainable products
Significant polarisation
Pens remains the largest category despite slow growth
Colouring drives dynamic growth with Gen Z engagement
Faber-Castell leads sustainable and premium trends
Pens to remain key despite slow volume growth
Innovation and partnerships to drive future growth
Faber-Castell and Bic dominate with strong brand equity
No significant mergers or acquisitions in 2025
Retail offline remains dominant through supermarkets and stationers
Retail e-commerce grows steadily with increasing online presence
Faber-Castell drives innovation with sustainable materials
Innovative products capture rising demand for eco-friendly options
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Accessories
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- Backpacks
- Business Bags
- Crossbody Bags
- Duffel Bags
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- Non-Luxury Handbags
- Luxury Handbags
- Wallet and Coin Pouches
- Other Small Bags
- Luggage
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- Costume Jewellery
- Fine Jewellery
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- Basic Mechanical Watches
- Mid Mechanical Watches
- High Mechanical Watches
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- Basic Quartz Analogue Watches
- Mid Quartz Analogue Watches
- High Quartz Analogue Watches
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- Basic Quartz Digital Watches
- Mid Quartz Digital Watches
- High Quartz Digital Watches
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- Basic Quartz Analogue Watches
- Basic Quartz Digital Watches
- Basic Mechanical Watches
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- Mid Quartz Analogue Watches
- Mid Quartz Digital Watches
- Mid Mechanical Watches
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- High Quartz Analogue Watches
- High Quartz Digital Watches
- High Mechanical Watches
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- Basic Activity Watch (Analogue)
- Mid Activity Watch (Analogue)
- High Activity Watch (Analogue)
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- Basic Activity Watch (Digital)
- Mid Activity Watch (Digital)
- High Activity Watch (Digital)
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- Basic Smart Wearables
- Mid Smart Wearables
- High Smart Wearables
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- Colouring
- Markers and Highlighters
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- Graphite Pencils
- Mechanical Pencils
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- Ball Point Pens
- Fountain Pens
- Roller Ball Pens
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- Pen Inkwells and Refills
- Pencil Lead Refills
- Other Writing Accessories
Personal Accessories
Personal Accessories refers to a diversified group of personal products including Bags & Luggage, Jewellery, Watches and Writing instruments.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Personal Accessories research and analysis database.
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