Deodorants in Colombia

PROSPECTS

New formulations for specific concerns

Deodorants are considered daily essentials, however the antiperspirant or deodorant properties of these products are no longer considered enough. Purchases are typically driven and promoted by efficacy, with longer-lasting protection and clinical ranges popular among consumers, however, they now incorporate moisturising and healing substances, fortified with vitamins, oils, minerals, extracts and new elements present in skin care products for dual use in all presentations (sticks, sprays, roll-ons, gels and creams) for both women and men.

Clinical deodorants drive growth

In addition to marketing activity, deodorant growth is driven by population growth and consumers trading up to more customised versions such as whitening, antibacterial and clinical products.

Roll-on is most valued format

Deodorants is a mature category and producers are compelled to improve the current product mix with innovative products that deliver quick results. With the expectation of Colombian economic recovery, the category is projected to post healthy growth in the coming years driven by manufacturers delivering gender-specific products through all channels and investing mainly in the spray and roll-on formats.

COMPETITIVE LANDSCAPE

International companies lead innovation

International players lead the category; Rexona and Dove (Unilever), Speed Stick (Colgate-Palmolive) and Balance (Henkel) are backed by multinationals’ distribution networks and extensive portfolios. Speed Stick has maintained a cohesive line of both women’s and men’s products with different launches 24/7, Derma+Omega and Derma+Vitamin E versions, claiming whitening and moisturising benefits.

New product launches

Body sprays are new to the category and represent a disruptive element in deodorants. Unilever has launched AXE fragrance, a body spray deodorant for men that has a long-lasting, bold scent and reliable odour protection, made from a mix of aromatics to keep the user smelling fresh and feeling confident all day long.

Few premium brands and private label lines

Unlike other beauty and personal care categories, deodorants does comprise a significant premium segment or private label due to wide distribution and affordability inherent in mass deodorants limiting the expansion of premium ones. The selection of dermocosmetic/pharma brands continues to grow, with Vichy the only player in this subcategory and supporting the trend among more conscious consumers who pay close attention to potentially irritating formulations.

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