Deodorants in Costa Rica

2020 IMPACT

Deodorants sees some decline as consumers reduce use and opt for lower-cost products in 2020

COVID-19 resulted in some decline in current value share in deodorants in 2020. These products are considered essential hygiene products by most middle- and high-income consumers in the country, and they continued to purchase them during the pandemic, especially as concerns about hygiene in general increased.

International brands maintain their competitive edge in deodorants in a difficult climate

Multinational Unilever de Centroamérica maintained its lead in deodorants in value terms in 2020, with its highly popular Dove, Axe and Rexona brands. However, fellow multinationals Colgate-Palmolive and BDF Costa Rica also held double-digit value shares in this year, followed at a distance by Procter & Gamble Interamericas de Costa Rica.

Natural formulations hold significant appeal but remain niche in 2020 as consumers prioritise value for money in economically challenging times

Smaller-scale product imports and more specialised value proposals are gaining penetration in Costa Rica by offering formulations that include more specialised premium and natural ingredients. Specialised deodorants can often be found at health food shops, although they are also gradually increasing their presence across modern grocery retailers.

RECOVERY AND OPPORTUNITIES

Essential profile of deodorants will lead to continued growth in the years ahead

COVID-19 is not expected to have a significantly negative impact on the current value growth of deodorants over the forecast period, as many consumers will still regard these products as an essential aspect of daily hygiene. In fact, the category is expected to see a higher CAGR than during the review period, although sales volumes are set to be slower.

Innovation and added value will increasingly take the form of botanical and organic formulations

Added-value niche proposals are expected to gain momentum in deodorants over the forecast period, as a growing base of informed millennial and Generation Z consumers will be interested in following health and wellness trends. Over the next five years, good development opportunities are anticipated for natural and organic and botanical products, which have little risk of side-effects.

Deodorant creams has scope for growth as the smallest subcategory

Deodorant creams are still difficult to find in Costa Rica, and consumers know little about them. As the smallest subcategory within deodorants in terms of value sales, this subcategory has significant scope for growth for manufacturers that can expand their product ranges and distribution among the most popular retail channels.