Deodorants in Costa Rica

PROSPECTS

Additional segmentation and product specialisation characterise deodorants in 2017

As a result of the rising offer of brands within deodorants that leverage on different types of functional and aspirational claims, the offer of these products in Costa Rica continued to grow in 2017 through specialisation. There was a vast assortment of products that focused on providing added value to local consumers, including longer-lasting protection, anti-stain alternatives and clinical-strength results.

Convenience and multiple performance claims continue to set the pace

Besides the use of multiple performance claims associated with most mass brands available within deodorants in Costa Rica, the popularity of easy-to-use formats positioned as body deodorants continued to improve sales of popular product types, such as sprays/aerosols. Other good performers were creams positioned as “clinical” products, being capable of providing additional performance under stress-associated situations and targeted at mid/higher-income consumers who had the perception of sweating more than most people.

Good development opportunities for natural-based deodorants over the forecast period

As a result of the ongoing health and wellness global trend, with the use of traditional deodorants often considered to have a negative impact on normal perspiration and the corresponding detoxification of the body, it is anticipated that formulations with natural ingredients and that are free from aluminium and alcohol will have good development opportunities in Costa Rica over the forecast period. In contrast to the popular “clinical” protection brands, new developments will adopt a moderate marketing approach, even making claims in relation to actually allowing users to sweat while neutralising odours and absorbing wetness (as in the case of baking soda-based products).

COMPETITIVE LANDSCAPE

Traditional international players maintain their competitive edge during 2017

Benefiting from consolidated savings through economies of scale and strong awareness of their global brands, Unilever de Centroamérica, Colgate-Palmolive and BDF Costa Rica continued to account for the majority of value sales of deodorants in Costa Rica in 2017. Product availability, broad levels of segmentation and affordable pricing levels help to explain the strong dominance of these players, which tend to benefit from having brands with a strong presence across multiple personal care categories, such as in the case of Nivea, Dove and Rexona, as well as specialised alternatives such as Axe and Speed Stick.

New product launches find room based on presentation and new fragrances

In spite of the consolidated positions of popular global flagship brands, new lines continued to become available in modern grocery retailers, targeting a broad base of mid-income local consumers. Often based on the recognition of strong umbrella brands (such as previous category leaders within men’s deodorants, Brut and Old Spice), new extensions continued to renew the overall image of their core brands.

Natural products anticipated to appeal to higher-end younger consumers over the forecast period

As mentioned above, it is already anticipated that natural-based deodorants will gain momentum during the forecast period, leveraging on the developing health and wellness trend that continues to unfold globally. In this context, it is anticipated that smaller local and imported brands will be capable of promoting alternative formulations based on essential oils and other natural ingredients (such as alum crystal rocks or baking soda), allowing them to develop their own niche demand amongst higher-end younger consumers.

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