Deodorants in Colombia

PRE-COVID-19 PERFORMANCE

Price competition hampers value growth

Although deodorants continued to see current value growth in 2019, the rate of increase was much slower than seen in the previous three years. Pricing has become a significant issue due to consumers’ price-sensitivity, leading to fierce competition between brands and hampering value growth in deodorants.

Manufacturers focus on various different products to stimulate growth

Manufacturers tend to focus on new scents, long-lasting fragrances, stain/mark prevention, anti-perspirant formulae, claims of increased efficacy and smoothing and whitening underarms to attract consumers. Growth is especially being driven by products containing more natural ingredients, no aluminium-based compounds or parabens, and higher performance claims.

International players dominate and aim to attract younger consumers

International players account for most value sales of deodorants. The top two players, Colgate-Palmolive and Unilever, benefit from strong distribution networks, product innovation and extensive product portfolios.

2020 AND BEYOND

COVID-19 impact

Deodorants is now expected to see 2% growth in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is the same as the 2% growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

In 2020, COVID-19 is not expected to have an impact on the performance of deodorants, and the trends seen across categories are therefore expected to remain similar to those seen in the review period. The smallest categories, deodorant sticks and deodorant pumps, are expected to continue to see retail volume declines, whilst all other categories are expected to see growth.

Recovery and opportunities

With little impact expected on demand for deodorants in 2020, the current value growth rate is expected to remain similar throughout the forecast period. Significant volume growth is not expected over the forecast period due to the maturity of the category.

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