Deodorants in Peru

PROSPECTS

Demand keeps increasing

The Peruvian market shows natural growth, as a result of population growth and the increase in the average age of the population. At the same time, each time it starts earlier with the use of this product, around 10 years, although in high-income families it could even be one or two years earlier.

Consumers seek natural products

There is a growing segment that looks for natural products instead of traditional deodorants, such as milk of magnesia, bicarbonate and coal stones, among others; these consumers seek options that are unharmful to health and that at the same time offer lower prices. All these natural options help to control odours but they do not have antiperspirant properties, and in a population whose commute from home to work often takes between one to two hours, this can be counterproductive, generating a negative aspect of personal care.

Lack of awareness of premium products

Most consumers do not know about the existence of premium products, and another large group does not consider them necessary because they perceive that mass brands comply satisfactorily with required benefits that are the elimination of odours and anti-perspiration. Since demand is low, there are few premium products available and the most recognised is Clinique for Men by Cela Cosméticos SA.

COMPETITIVE LANDSCAPE

Small formats lead growing trend

Consumers opt for the cream format, which is available in sachets because this product is perceived as the least staining on clothes, in contrast to stick deodorants that tend to leave stains on shirts. This is also because it does not contain alcohol and is softer on the skin, unlike spray deodorants.

Market reacts positively to promotions and advertising

With high frequency, multinational companies launch promotions with strategies such as 2x1 and 3x2 or 50% in the second unit, and customers react positively to these strategies, buying products and building a small stock until the next promotion is available, also these promotions drive consumers to change brands showing no loyalty. It is common to see these products (those on promotion) displayed near cashiers in supermarkets or on the counter in pharmacies, as well as there can be promoters pushing the products inside some stores.

Multinationals lead innovations

Unilever Andina Perú SA launched a lightening armpit serum under its well-known brand Dove, which is not a deodorant but helps to expand this product line and therefore to increase sales per capita. This is a category where innovations are usually introduced by multinational companies (Unilever SA, Colgate-Palmolive Peru SA, Beiersdorf SAC and Procter & Gamble Peru SRL) while local players are followers, such as Intradevco Industrial.

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