Executive Summary

Jun 2019
PROSPECTS
Deodorants with antiperspirant features dominate

Apart from deodorant pumps, which tend to be perceived as substitutes for fragrances, most deodorants in Mexico are antiperspirants instead of pure deodorants. Innovation trends point towards the further development of more effective antiperspirant formulations, with many brands claiming to be effective for 48 hours.

Deodorant pumps is expected to see the highest growth in the forecast period

The dynamic double-digit current value CAGR expected in deodorant pumps over the forecast period can be explained by the fact that they are considered an affordable substitute for fragrances. Although their scents tend to be softer and/or last for a shorter time than real fragrances, their consumption is expected to continue to grow amongst price-sensitive consumers, who will continue to use fragrances for special occasions and deodorant pumps as part of their daily personal care routine.

Brands with a natural positioning are emerging

Over the review period, new deodorant brands emerged which took advantage of consumers’ growing interest in natural products. Such brands remain a small niche in the category, but over the forecast period are expected to continue to increase their penetration and awareness amongst the target consumer group.

COMPETITIVE LANDSCAPE
Unilever’s multi-brand strategy supports its leadership

Unilever de México led deodorants in value terms in 2018, thanks to its Rexona, Axe, Dove and Savilé brands. The different positioning of these brands ensures the company can reach a wide range of consumers.

Deodorants is dominated by multinational companies

Cosbel (L’Oréal Groupe), Colgate-Palmolive de México and Procter & Gamble de México followed Unilever in deodorants in value terms in 2018. This means that the category is dominated by strong multinationals, whose aggressive marketing campaigns and innovation strategies make it challenging for smaller players to increase their shares.

New brands with a natural positioning

Over the review period, there was growing consumer interest in natural products. Companies therefore launched brands to take advantage of this trend.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Deodorants in Mexico

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Deodorants industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in Mexico market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Deodorants in Mexico?
  • What are the major brands in Mexico?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Deodorants in Mexico - Category analysis

HEADLINES

PROSPECTS

Deodorants with antiperspirant features dominate
Deodorant pumps is expected to see the highest growth in the forecast period
Brands with a natural positioning are emerging

COMPETITIVE LANDSCAPE

Unilever’s multi-brand strategy supports its leadership
Deodorants is dominated by multinational companies
New brands with a natural positioning

CATEGORY DATA

Table 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 7 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Beauty and Personal Care in Mexico - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care maintains growth, but sees a slowdown
Modern grocery retailers remains the leading distribution channel
Unilever de México reinforces its lead in beauty and personal care
Innovation remains a key competitive strategy in beauty and personal care
Beauty and personal care is expected to continue to grow

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources