Deodorants in Ecuador

PROSPECTS

Consumers looking for affordable options

As with other beauty and personal care categories, consumers are trying to optimise their budgets, so when looking for deodorants they also move between different brands to gain the best value for money. As normal purchasing behaviour, they constantly spend time searching for discounts at retailers; nevertheless, promotions and discounts were gradually being reduced during 2018.

Low-income consumers increase deodorants use

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

Sticks and sprays continue to gain in relevance amongst 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 continued to lead deodorants in 2018. 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 amongst consumers.

Low offer of private label and premium brands

During the review period, the offer of private label amongst deodorants was non-existent. The premium offer also was still low, with distribution limited to few beauty specialist retailers in the two main cities in the country.

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