Deodorants in Chile

PROSPECTS

Slower performance in 2017

Deodorant purchases tend to not to be planned. However, in the context of a gloomy Chilean economy, consumers tended to be more price-sensitive and more rational in their purchases even when it came to deodorants.

Avoiding body odour is key when it comes to personal hygiene

Chile has one of the highest levels of per capita consumption of deodorants in Latin America, as it is culturally entrenched to avoid body odour. Indeed, Chileans are extremely invested in avoiding body odour, as it is socially unacceptable.

Chileans prefer deodorant sprays

Chileans have a clear preference for deodorant sprays, with the consumption of this format comfortably exceeding that of any other, seeing the highest sales within deodorants in 2017 . This preference is due to the use of deodorant sprays being traditional.

COMPETITIVE LANDSCAPE

Unilever Chile keeps gaining share

The long-standing leadership of Unilever Chile within deodorants, which continued in 2017, was buoyed by the strong performance and recognition of its well-known product lines under the Rexona, Axe and Dove brands. The company’s portfolio covers different price segments for both women and men, and continually strives to innovate in order to continue capturing consumers’ interest amidst the fierce competition.

Beiersdorf (Chile) boosted by strong marketing campaigns for Nivea and Eucerin

Deodorants heavily relies on strong brand awareness based on marketing campaigns and product innovations. By combining these two key elements, Beiersdorf (Chile) saw double-digit increases in value sales for its Eucerin and Nivea brands in 2017, mainly driven by a strong activation plan at points of sale in modern retailers and chemists/pharmacies.

Natura Cosmetics’ performance driven by deodorant roll-ons and sprays

The direct seller Natura Cosméticos, which is a small player in deodorants, gained ground in 2017 by capitalising on the higher growth of deodorant roll-ons and sprays. By focusing on these two categories the company was able to see double-digit growth in value terms.

Files are delivered directly into your account within a few minutes of purchase.