Sales of deodorants decreased again in 2021 in retail volume terms. The relaxation of restrictions on social meetings and physical activities during the first few months of 2021 had a positive impact on sales, but with the outbreak of new waves of COVID-19 in March the government was forced to reintroduce restrictions.
Over the review period, Sebamar SA had seen an increase in its value share driven by its increasing penetration in modern retailing channels. The company distributes Procter & Gamble brands such as Old Spice.
Supermarkets is the main distribution channel for deodorants in Uruguay followed by health and beauty specialists and traditional grocery retailers. Most consumers continue to purchase their deodorants alongside their weekly shopping, which favours grocery retailers, with supermarkets typically carrying a wide selection of products.
Uruguay’s borders remained closed during 2020 and for a large part of 2021, favouring local sales of deodorants. However, with the country’s borders reopening in October 2021 it is expected that there will be a sales migration from local retailers to stores located over the border in Argentina and Brazil where prices are often cheaper.
Deodorant sprays will almost certainly continue to lead sales of deodorants over the forecast period. Deodorant sprays and roll-ons are easy to find in most stores throughout the country, with consumers being more familiar and trusting of these formats.
Over the forecast period companies will likely focus on providing added value claims to boost sales, such as moisturising components to protect the skin or new longer-lasting fragrances. Unilever, with its brand Rexona, is leading the way in this regard with its new Rexona Clinical range.
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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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