Deodorants recorded marginal retail volume growth in 2021 due to greater mobility of consumers outside of the home as restrictions introduced to control the spread of COVID-19 were gradually relaxed. However, this improved demand was insufficient to offset the substantial losses experienced the previous year, and therefore, both volume and value sales remained below pre-pandemic levels.
Although deodorants only experienced moderate volume growth in 2021, value growth was higher, in part driven by the dynamics of dermocosmetics in the category. The latter recorded impressive value growth in 2021, albeit from a low sales base.
Despite losing further value share to competitors, Unilever maintained its convincing leadership of deodorants in 2021, benefiting from the strength of its well-known brands Axe and Dove. These brands have strong product availability through all relevant distribution channels across the country and offer accessible prices.
Products such as dermocosmetics within deodorants have a real opportunity to continue growing in an industry where mass brands have less room for manoeuvre in terms of innovation. Local consumers have shown increasing interest in investigating skin and health conditions and are searching for ways to take better care of themselves by choosing products that align with their values and budgets.
Although deodorants had reached a high level of maturity in Chile over the review period, local consumers are increasingly drawn to products that claim to be friendly to the environment and are increasingly choosing sustainable deodorants, albeit from a low base. Consumers are increasingly concerned about the chemicals used in deodorants, with some reducing their frequency of usage as they consider them to be detrimental to their health.
This pandemic has offered an opportunity for players to develop innovative products for this category. Consumers are searching for new and efficient products, as towards the end of the review period, stagnation in both sales and innovation attempts was evident with limited differentiation.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Chile 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 Chile, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. 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 DefinitionsThis report originates from Passport, our Deodorants research and analysis database.
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