Retail constant value sales of deodorants will continue to decline during 2021, albeit at a much more modest pace than in the previous year. Having recorded healthy retail volume and current value growth during the review period prior to the onset of the pandemic, deodorants saw a decline in retail constant value sales for the first time in more than a decade during 2020.
Deodorant sticks, roll-ons and sprays are all fairly popular among local consumers, with the former the largest in terms of retail value sales. Despite being widely perceived as an affordable substitute for mass fragrances, deodorant pumps registered the highest decreases in retail volume and current value sales in 2020.
Deodorants in Mexico is dominated by multinational companies. The leading player, Unilever de México, was followed by Colgate-Palmolive de México and Cosbel (L’Oréal Groupe).
Retail constant value sales of deodorants will begin to recover in 2022 and exceed their pre-pandemic level as early as 2023. This rebound will be driven by the gradual normalisation of daily life as the threat posed by the pandemic continues to ebb, in addition to an anticipated post-pandemic economic rebound.
Natural and organic deodorants are also expected to continue to grow in number and sales – albeit from quite a low base – as more consumers seek milder, yet effective options. Brands with natural positioning will gradually gain value share, but their relatively high unit pricing will limit their appeal.
As in other categories, consumers turned to e-commerce to circumnavigate home seclusion and/or minimise the risk of contact with others in retail settings during lockdown and beyond. Even as lockdown measures eased, many consumers were reluctant to return to busy retail locations; therefore, online demand for deodorants was sustained.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Mexico 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 Mexico, 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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