Deodorants in Peru

PROSPECTS

Consumers reduce the amount of product they apply

Due to the slower economy, volume sales of deodorants have declined, since consumers have reduced the amount of product that they apply on each occasion. However, they still use deodorants after showering or when changing clothes, because it is considered a priority for grooming.

Deodorant creams in sachet format see the fastest growth

Deodorant creams has seen the fastest growth in volume and value sales, due to penetration of sachet presentations in that category, where they are available in small grocery stores and market stalls, manufactured by leading brands such as Rexona and Axe. Over 70% of Peruvian workers have informal jobs, receiving a daily or weekly payment, and for this reason it is easier for them to purchase small pack sizes.

Spray is the most demanded format

Deodorant spray is considered the most hygienic format since it does not have direct contact with the skin as stick or roll-on deodorants do. At the same time, spray does not require the use of fingers to apply the product as creams do.

COMPETITIVE LANDSCAPE

Multinational companies dominate the category

Multinational companies continued dominating the category, with the most important international companies Unilever Andina Perú, Colgate-Palmolive Perú, Beiersdorf and Productos Avon together accounting for nearly two thirds of value sales in 2017. These companies are very dynamic in promoting their brands and invest heavily in constant product innovations in order to maintain consumer interest.

Traditional channels lead distribution

The category of deodorants has been mainly developed through traditional channels, with independent small grocers accounting for just over half of value sales. Therefore, small formats are very important in order to achieve a strong position, as consumers are generally paid on a daily or weekly basis, having limited cash available for each purchase.

Novelty features boost sales

A number of different brands, including Nivea and Rexona, are heavily promoting novelty features such as black/yellow stain prevention, hair minimising and whitening. They appeared in the Peruvian marketplace around 2014 and have maintained their presence, adding something new each year.

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