Deodorants in Ecuador

PRE-COVID-19 PERFORMANCE

Consumers become more interested in products that are organic and more natural

Towards the end of the review period, demand for organic and more natural types of deodorants began to increase among adult women and teenage girls. This is line with parallel trends in other beauty and personal care categories.

Small packaging formats rolled out to make products more affordable

One of key factors holding back the development of organic and more natural types of deodorants is that these products tend to have considerably higher prices than standard options, making them unaffordable for the majority of consumers. Thus, the widening offer of deodorants in 20-50g sachets on the shelves of traditional grocery retailers represents an effort on the part of brands such as Savital to widen demand.

Speed Stick and Axe benefit as strong scented antiperspirants become more popular

With Ecuador’s climate warm and humid throughout the year, many consumers are very interested in deodorants with antiperspirant properties. Towards the end of the review period, there was a shift in consumer preferences towards deodorants with particularly strong antiperspirant characteristics offered under brands such as Speed Stick and Gillette.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is in line with the expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

No specific categories of deodorants are expected to have been particularly negatively affected by the COVID-19 situation during 2020.

Recovery and opportunities

Sales of deodorants are expected to continue increasing at a moderate and sustainable pace over the forecast period. Prior to the onset COVID-19, demand for deodorants was already relatively mature.

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