Deodorants in Uruguay

PROSPECTS

Deodorants considered to be essential

Independent of income, deodorants are considered an essential everyday product among Uruguayans. This means that no matter the economic situation of the consumer, value sales of these products continue to increase.

Sprays continue to dominate

Deodorant sprays remained the preferred deodorant format for Uruguayan consumers over the review period, posting the highest value sales. However, deodorant roll-ons saw a considerable increase in popularity and recorded the highest increase in value sales.

Shift towards more natural products

Traditionally, long lasting deodorants containing artificial chemicals have led value sales in this area in Uruguay, with demand for natural based products remaining limited. However, in recent years, there has been a shift towards less artificial products that are gentler on the skin.

COMPETITIVE LANDSCAPE

Unilever maintains comfortable leading position

Unilever remained the leading company in deodorants in Uruguay in 2017, dominating sales due to its offering of popular products in different segments. Unilever’s success can be attributed to the popularity of its three leading deodorants: Rexona, Dove and Axe.

Majority of companies compete in mass areas

Deodorants are considered everyday products in Uruguay, with consumers consequently being unwilling to spend large amounts in this area. The majority of companies compete in the mass market, with only a few companies selling premium deodorants.

Focus on improving quality

Over the forecast period, companies are expected to continue improving the quality of their products, perhaps by introducing more natural ingredients. However, the majority of companies are not expected to venture into premium deodorants as no considerable increase in value sales is expected over the forecast period.

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