Deodorants in Ecuador

PROSPECTS

Consumers looking for affordable options

As with other beauty and personal care categories, consumers are trying to optimise their budgets. In this sense among deodorants, consumers are also moving between different brands to gain the best value-for-money options.

Low-income consumers increase deodorants use

Among low-income groups, consumers are not always used to buying deodorants. Instead, they use natural products made from ingredients found at home such as baking soda and lemon, among others, to block and reduce the effects of perspiration.

Sticks and sprays continue to gain in relevance among consumers

Cultural patterns reflect consumers’ traditional preferences for roll-on deodorants, as it was one of the first deodorant formats available in the country. Nevertheless, younger groups are strongly migrating to deodorants in spray and stick formats, even though they are more expensive.

COMPETITIVE LANDSCAPE

Unilever Andina leads deodorants

Unilever Andina Ecuador led deodorants in 2017. Constant innovation and aggressive mass media communication behind Rexona and Axe have strongly positioned both brands.

Strong mass media advertising key tool for deodorants

Even though most beauty and personal care brands have migrated to digital media and advertising, deodorant brands are still investing strongly in traditional media. Television advertising, radio, and out-of-home promotions are still highly used by brand leaders to communicate and continue to build brand equity among consumers.

Clinical deodorants and natural ingredients increase offer

Deodorants in Ecuador is bringing innovation with the clinical concept, which is still a niche, but an increasing category. Main brands now offer this type of product, which is increasing its shelf space at main retailers.

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