Deodorants in Costa Rica

PROSPECTS

Traditional self-confidence and superior performance claims continue to set the pace

The desire for a positive self-image based on odour and stain control whilst enjoying multiple types of aspirational lifestyle concepts drove demand for deodorants from sports fans to nightclub enthusiasts in 2018. Major manufacturers continued targeting the younger population segments, particularly the millennial and centennial buyers, by offering appealing but still affordable deodorant brands.

Whilst focus is on middle- to high-income consumers, emerging proposals aim to attract a wider base by virtue of being more affordable

These proposals leverage on promoting additional security for daily use occasions, focusing on higher- and middle-income consumers concerned about excessive sweating, whilst generating further product awareness for higher-priced alternatives. Nevertheless, priced-based competition continued to gain relevance as a key purchase factor in 2018, given the overall macroeconomic uncertainty that developed over the year.

Additional segmentation and more specialised value proposals expected

Even though most deodorants players remain focused on targeting a growing base of young adult users, this focus is expected to undergo a gradual transformation over the forecast period. Product positioning and segmentation should become more inclusive in relation to mature adults and even elderly buyers, particularly as the local population keeps aging and more manufacturers become aware of the need to support and generate interest amongst this growing group of potential buyers.

COMPETITIVE LANDSCAPE

International brands remain ahead in value sales

Unilever de Centroamérica, Colgate-Palmolive and BDF Costa Rica continued to account for the majority of the value sales of deodorants in Costa Rica in 2018. Such players kept benefiting from the leading role they also play in other complementary beauty and personal care categories, particularly in bath and shower and skin care, where their main brand proposals are often considered as top-of- mind references.

Fragmented mix of other players and brands compete on price as well as by making additional performance claims

A fragmented mix of other players are competing in Costa Rica to create brand awareness and point-of-sale presence through a diverse assortment of basic and added-value proposals. Lactovit, Almay, Degree and Secret offer options that can compete through pricing or by relying on specialised formulations capable of adopting additional performance claims.

New value proposals and innovative natural-based developments anticipated

As a wider base of middle- and upper-income millennials in Costa Rica continue to aspire to health and wellness, they are anticipated to continue gaining interest in the emerging base of aluminium-free options, whilst marketing claims such as organic and vegan will gain sales momentum over the forecast period. Additional segmentation and specialisation are expected to bring further fragmentation to the competitive landscape with a host of new and existing deodorant brands.

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