Deodorants in Argentina

PRE-COVID-19 PERFORMANCE

Sprays put in poor performance as consumers use deodorants less frequently

While deodorant sprays remained the largest category in deodorants in 2019, it saw the poorest performance during the year. Although deodorant spray products are not necessarily more expensive than rival formats such as creams and roll-ons, these alternative products are perceived to offer greater durability and are, therefore, seen to be more economical.

Demand for Precios Cuidados brands in 2019

Deodorants products are included in the Precios Cuidados national price programme, which consists of a “basket” of products decided by the government and leading companies to be sold at prices well below the market average. In 2019, prices of deodorants grew below the level of inflation because demand focused strongly on brands included in the Precios Cuidados programme.

Leader faces growing competition from direct sellers

Unilever de Argentina continued to dominate deodorants sales in Argentina in 2019, despite continued erosion of its value share. The expansion of direct sellers was a key factor in the decline of the leader’s share.

2020 AND BEYOND

COVID-19 impact

While figures have been revised to take account of the impact of COVID-19, deodorants is expected to see sales fall by 6% in 2020 in 2019 constant value terms, the same growth rate as forecast at the end of 2019 during research conducted prior to the spread of the virus.

Affected products within deodorants

All categories of deodorants are forecast to see retail volumes fall in 2020, with deodorant sprays seeing the most marked decline and deodorant creams the slowest rate of contraction. However, this is not primarily a direct result of COVID-19, with volume declines already being seen across the board in 2019.

Recovery and opportunities

Ongoing economic difficulties, exacerbated by efforts to curb the spread of COVID-19, are set to continue to undermine demand for deodorants throughout much of the forecast period. In a highly budget-conscious environment, brands in the Precios Cuidados national price programme are expected to remain popular.

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