Deodorants in Argentina

PROSPECTS

Argentinians prefer deodorant sprays but deodorant roll-ons and deodorant pumps grow through direct selling

Argentinians have a high per capita consumption of deodorants and are above the average for Latin America, but without a doubt the most preferred category is deodorant sprays. Consumers have a clear preference for deodorant sprays, which results in its consumption comfortably exceeding that of any other format.

Wholesale supermarkets gain ground as consumer habits change

Sales of deodorants through wholesale supermarkets, within other grocery retailers according to the classification of Euromonitor International, grew strongly during the review period. In the face of high inflation, Argentinians sought alternatives to maximise their salaries, and wholesale supermarkets such as Vital, Maxiconsumo and Diarco played a key role.

Ecological packaging is already available in the gondolas

Ecological containers were introduced in deodorants in Argentina in 2015. By the middle of the year, Unilever de Argentina SA had launched the new containers, which were 25% lighter than the traditional ones but holding the same amount of product, in the deodorant spray category for the Rexona and Dove brands.

COMPETITIVE LANDSCAPE

Santiago Sáenz SA acquires La Fármaco Argentina SA

In 2015, Santiago Sáenz SA bought from Unilever de Argentina SA the firm La Fármaco Argentina SA and with it several brands, including Veritas, in deodorants. The sale was related to the commitment assumed by Unilever after acquiring in 2010 the operations of North American company Alberto-Culver Co.

Private label producer Dia could become an important player

In 2017 the discounter chain Dia launched its private label range Bonté in deodorants. Although its participation is still insignificant because it is a recently launched product, it could generate important changes in the short term.

Additional benefits are offered to attract consumers

Over the forecast period, a change of trend is expected with respect to the review period, namely a recovery of deodorant sales in unit terms. The better economic context will undoubtedly play a key role in this, but in the short term, consumers will remain very careful in regard to purchasing deodorants.

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