Deodorants were unaffected by the pandemic, as consumers consider it an essential product. In 2021, value and volume sales were nearly on par with 2020.
Multinational Unilever de Centroamérica maintained its lead in deodorants in value terms in 2021, with its highly popular Dove, Axe and Rexona brands. However, fellow multinationals Colgate-Palmolive and BDF Costa Rica (Beiersdorf) also held double-digit value shares, followed at a distance by Procter & Gamble Interamericas de Costa Rica.
In order to win value share, a common practice among the leading players is bundling. Examples include Unilever’s Dove, Rexona and Old Spice Sweat Defense spray.
Deodorants will register muted constant value growth over the forecast period and only a marginal increase in volume sales. Inflation could become an issue over the forecast period, as global factors such as rising energy prices and continuing supply constraints feed into higher retail prices.
Bundling has become more popular, as illustrated by a sample size of Old Spice deodorant being bundled with Head & Shoulders shampoo. Over the forecast period, players will use the bundling strategy to get consumers to try out new products.
Deodorant wipes are still not widely available in Costa Rica and deodorant creams are also not common. As companies look to introduce some dynamism and novelty into this mature product area, they will launch other formats of deodorants such as wipes, in order to create some buzz in the product area.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Costa Rica with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Deodorants research and analysis database.
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