Deodorant sales were not as negatively impacted as many other product areas in 2020, with consumers continuing to use the item as part of their hygiene routine. Nevertheless, sales slowed down because people stayed at home more often, reducing the need to wear deodorant when exercising out or at the gym or going out in the evening.
Deodorants continued to be led by international names such as Speed Stick, Rexona and Dove in 2020, which are considered to be standard brands, while imported players such as Secret (Procter & Gamble), also have a place on the landscape, although much lower share due to higher-price points. Premium brands have a negligible presence in the category, with only several brands available, such as Vichy, which are usually used only when a doctor recommends them, or by people with extremely sensitive skin.
Deodorant sprays bought in the highest volume sales in 2020, while deodorants sticks bought in the highest value sales. Many local consumers appreciate the ease of use and common use of natural ingredients from players offering gel sticks, particularly with the leading brands in the category, Speed Stick All Series and Lady Speed Stick (Colgate-Palmolive), also offered in this format.
The landscape will recover from 2021 as consumers return to their activities outside, and many return to the workplace and socialising in the out-of-home environment. This increase in regular usage of these products will result in positive value and volume growth for each area across the full forecast period.
Busy consumers, who appreciate the rapid speed at which this format dries, are likely to continue to choose deodorant sprays over the forecast period. Innovation on the landscape is set to focus on improved forums and ranges dedicated to specific needs, such as exercising.
E-commerce will continue to grow within deodorants, following an uplift seen in 2020. This was due to consumers migrating to the channel as a safer form of retailing, appreciating being able to shop from the safety of their home.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Deodorants research and analysis database.
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