Deodorants were negatively impacted by the 2020 pandemic lockdowns, as with people spending significant amounts of time at home and not participating in activities such as sport, there was less demand for deodorants. In 2021, with society gradually opening up, deodorants registered healthy current value growth, though volume growth was dampened somewhat by rising inflation.
Unilever Caribe remained the clear leader in deodorants in 2021, though only gained minimal value share. The company’s portfolio includes three of the top four brands, Rexona, Dove and Axe.
Deodorant roll-ons, followed by sticks and sprays are the most popular formats in the Dominican Republic, with pumps lagging behind, though they registered the highest current value growth in 2021. In terms of the top three formats, roll-ons registered the highest growth, as roll-ons are affordable but also because consumers are shifting away from aerosol sprays, as they are not viewed as good for the environment.
Deodorants are expected to continue showing positive growth, underpinned by the hot climate. All the same, deodorants are a mature product area and there is little room for further growth.
Manufacturers will focus on new scents, long-lasting fragrances, stain/mark prevention, anti-perspirant formulae and claims of increased efficacy to attract consumers. Growth will also be driven by products containing more natural ingredients and no aluminium-based compounds or parabens.
In 2021, Unilever formed a distribution agreement with local and Caribbean mass personal care manufacturing company Cesar Iglesias, which also has a logistics arm. Through the alliance, Unilever will benefit from Cesar Iglesias’ extensive distribution network through colmados (local conveniences stores).
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Dominican Republic with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Deodorants industry in Dominican Republic, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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