Competitive Landscape
Leading Manufacturers Consolidate through Innovation and Brand Repositioning
The deodorants market in Brazil remains concentrated, with Unilever Brasil Ltda firmly holding the leading position with a 50% share in 2025. The second spot is held by Beiersdorf, represented locally by BDF Nivea Ltda, with a 12% share, followed by Natura Cosméticos SA with 10% and Coty Brasil Indústria e Comércio de Cosméticos Ltda with 8%.
Media-Driven Launches and Multifunctional Innovations Reshape Growth Opportunities
In 2025, notable product launches and marketing strategies have significantly influenced competitive dynamics within the deodorants landscape. A key development is Cimed’s introduction of its new personal care brand, Super, prominently launched during the Big Brother Brasil 26 television season.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Deodorants 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.
If you're in the Deodorants 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 Deodorants 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 Deodorants in Brazil?
- Which are the leading brands in Brazil?
- How are products distributed in Brazil?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Deodorants in Brazil - Category analysis
Key Data Insights
Modest Retail Value Growth Amid Evolving Consumer Preferences
Modest Retail Value Growth Amid Evolving Consumer Preferences
Rexona and Dove Expand Usage with Whole-Body Deodorants Boosting Roll-Ons and Creams
Unilever and Alva Drive Multifunctionality and Sustainability with Innovative Launches
Brands Innovate to Combine Skin Care Benefits with Deodorant Performance
Deodorant Sprays Will Remain the Largest Category, but Sticks and Creams Will Be Most Dynamic
Multifunctionality and Transparency to Drive Business Innovation and Differentiation
Leading Manufacturers Consolidate through Innovation and Brand Repositioning
Media-Driven Launches and Multifunctional Innovations Reshape Growth Opportunities
E-Commerce Growth Reshapes Brazilian Retail Landscape While Pharmacies Sustain Speciality Appeal
Specialised Channels and Media-Driven Brands Elevate Consumer Engagement and Market Reach
Retail E-Commerce Expands Rapidly Driven by Convenience and Wide Product Range
Beauty and Personal Care in Brazil - Industry Overview
Selective Consumption Sustains Growth Amid Economic Caution and Digital Transformation
Key Data Insights
Selective Consumption Sustains Growth Amid Economic Caution and Digital Transformation
Arabic Fragrances Redefining Consumer Routines in Dynamic Fragrances Category
Lifestyle-Driven Beauty Propels Category Evolution with Digital and Ritual Innovations
Manufacturers Adapt to Tax Reform and Emerging Consumer Segments to Sustain Growth
Mass Segment Will Polarise around Clear Propositions
Social Commerce and Creator Economy to Reshape Retail and Brand Strategies
Leading Manufacturers Consolidate Positions Amid Evolving Consumer Preferences
Mergers and Acquisitions and Innovation Accelerate Market Evolution, Creating Strategic Growth Avenues
Offline Retail Dominance Challenged by Rapid E-Commerce Growth in Brazil
Social Commerce and Shoppertainment Reshape Retail Dynamics with Immersive Experiences
Retail E-Commerce Accelerates Growth by Combining Convenience and Content-Driven Discovery
Country Reports Disclaimer
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Deodorants research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!