Deodorants in Colombia

PROSPECTS

Deodorants is projected to post slight value growth over the forecast period

Colombian consumers awareness of hygiene is high, and with rising disposable incomes, they are able to afford personal care products that could be perceived as aspirational. The deodorants and antiperspirants category has recently been delivering technologically advanced products in various formats, in addition to seeing gender-specific segmentation, in an attempt to drive growth; meanwhile, average prices are experiencing a slowdown in growth.

Product innovation is a key strategy

Deodorant roll-ons is the leading format in terms of value sales, followed by creams. Direct sellers of deodorants tend to rely on fragrances, and often use deodorants as line extensions due to their low cost of production.

Hypermarkets set to lose share

Consumer shopping behaviour has changed, as consumers are looking for the best deals and deep discounts typically offered by hard discounters and variety stores. Traditionally, these channels used to offer only a limited range of products in key beauty and personal care categories, such as deodorants, bar soap, oral care and body cream, but as consumers have reduced their foot traffic in traditional channels, hard discounters and variety stores have expanded their ranges.

COMPETITIVE LANDSCAPE

The premium segment remains a niche

The deodorants category has benefited from innovation and is slowly evolving, with more sophisticated products. Targeting increasing health-conscious consumers, who are trying to avoid products containing harsh chemicals, such as aluminium-based compounds and parabens, is a key trend.

Colgate-Palmolive & Cia leads the category

Colgate-Palmolive & Cia continued leading deodorants in value terms in 2018. The company benefits from the popularity of its key brands Lady Speed Stick and Speed Stick.

Unilever Andina Colombia SA ranks second in deodorants

Unilever continued to rank second in deodorants in 2018. The company’s wide portfolio and broad distribution network put this company ahead of other players.

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