According to industry sources, sales of deodorants contracted significantly during the first six to eight months of 2020 because people stayed at home more often due to the pandemic, which reduced the need to wear deodorant when out, exercising or socialising. There were signs of recovery later in the year and in 2021 as people returned to their regular activities; however, pre-COVID-19 volume levels were not reached.
Deodorants continued to be led by international names such as Speed Stick and Dove in 2021, 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.
The distribution of deodorants in 2021 is mainly divided between the larger channel of traditional grocery retailers, which offers a more basic range and tends to be presented in the stick format, with consumers remaining less concerned about fragrance, and modern grocery retailers, particularly supermarkets. The latter channel tends to offer a wider range of formats, prices and more innovations, particularly for deodorant sprays, which appeal to more active or urban consumers.
Industry sources commented on how there is low penetration of deodorants in Guatemala and therefore significant growth potential in the market. Unlike other personal care and hygiene products, deodorants in rural areas or low- income households are not a priority and products are often only used on “special occasions”.
Direct selling players, including Avon, Mary Kay and the low-priced catalogue company Flushing, are actively promoting deodorants, mostly roll-ons and stick formats. These players should therefore contribute to the increased use of deodorants over the forecast period.
Natural or deodorant alternatives without aluminium or other ingredients that are perceived to be dangerous or harmful are currently not as developed in Guatemala as they are in other countries. According to industry sources, mass companies have a robust portfolio of these types of products, but Guatemala’s market is not yet ready to adopt this trend.
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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.
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 Guatemala, 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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