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.
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.
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.
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.
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.
Over the review period, there was growing consumer interest in natural products. Companies therefore launched brands to take advantage of this trend.
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This industry report originates from Passport, our Beauty and Personal Care market research database.