Deodorants in Costa Rica

PRE-COVID-19 PERFORMANCE

Premium deodorants sees growth by offering clinical protection, but from a low base

Deodorants continued to see current value growth in 2019, along with retail volume growth in all the categories present. Deodorant sticks and roll-ons remained the most popular formats, with the highest current value sales.

Most consumers are attracted by performance claims, scent and pricing

The desire for a positive self-image drove demand for deodorants amongst consumers from sports fans to nightclub enthusiasts in 2019. As local consumers are increasingly being influenced by mass media advertising and the clear message of remaining secure and protected throughout the day, sales of deodorants continued to be driven by performance claims, as well as scents and pricing.

International brands maintain their competitive edge in deodorants

Multinational Unilever de Centroamérica maintained its lead in deodorants in value terms in 2019, with its 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.

2020 AND BEYOND

COVID-19 impact

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

Affected products within deodorants

Despite the slight drop in expected demand due to COVID-19 in 2020, all categories within deodorants are expected to see both current value and retail volume growth in this year. The trends seen at the end of the review period are expected to continue in 2020, with the fall in demand having a similar impact across the board.

Recovery and opportunities

COVID-19 is not expected to have a lasting negative impact on the growth of deodorants, with the normalisation of purchasing patterns expected from 2021. In fact, the category is expected to see a higher CAGR in the forecast period overall than was witnessed in the review period.

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