Guatemala is a very price-sensitive country, and consumers usually respond positively to promotions that offer them a better unit price. In deodorants, companies sell packages with three deodorants with a price discount compared when purchased individually, mainly through modern grocery retailers.
The deodorants category has developed rapidly in Guatemala, and there is now a wide variety of economy and standard-priced deodorants that offer different value-added benefits. Some of the most common benefits seen in 2018 were skin whitening, 48-hour protection, antibacterial protection and invisible application.
Mass brands currently have complete dominance of deodorants in Guatemala, with a large selection of brands available, ranging from economy to standard to higher-priced standard. For example, Equate, which is the private label line from Wal-Mart Centroamérica, is an economy brand, whilst mass international brands such as Speed Stick, Rexona and Dove are considered standard brands, and imported brands such as Secret (Procter & Gamble) are considered higher-priced standard brands.
Colgate-Palmolive Guatemala continued to lead deodorants in value terms in 2018; its leading brands are Speed Stick and Lady Speed Stick. The brand has been able to capture a wide consumer base, with different products and pack sizes available at different unit prices.
Direct selling companies such as LeCleire and Avon have played an important role in expanding the consumer base for deodorants in Guatemala, by using them as free gifts with purchase when consumers purchase other products, such as fragrances. Most direct selling companies are stronger in the lower-end of the market, where there used to be little tradition of using deodorants on a daily basis.
Deodorants are becoming fragrance substitutes – especially economy brands that cater to price-sensitive consumers. This trend was begun by Axe, the deodorant/fragrance from Unilever, but other leading brands were quick to respond with similar products.
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This industry report originates from Passport, our Beauty and Personal Care market research database.