Deodorants in Uruguay

PROSPECTS

Local consumers prefer deodorant sprays, but other formats seeing higher growth

Deodorants spray remained Uruguayan consumers’ preferred format for deodorants in 2018, and deodorant sprays remained the largest category in terms of value sales. Sprays are readily available in stores throughout the country, and it is easy to find different brands with various characteristics, odours and unit prices.

Uruguayan consumers consider deodorants an essential item

Contrary to how they view other beauty and personal care categories in the country, the majority of consumers perceive deodorants as essential products, and despite changes in economic conditions they will continue to buy deodorants. In the event of economic slowdown and/or a decrease in purchasing power, consumers are more likely to switch from expensive brands to cheaper ones than to forego using deodorant at all.

COMPETITIVE LANDSCAPE

Unilever del Uruguay continues to lead

Unilever del Uruguay maintained its leading value share within deodorants in 2018. The company has a wide product portfolio, offering various options for different consumers.

Wide variety of brands in the local market

There are many other brands of deodorants present in the Uruguayan market, amongst which are Speed Stick from Colgate-Palmolive and BI-O from L'Oréal Uruguay. The value shares of these and other companies are much closer to each other, and as they are extremely competitive with each other, they often change positions from one year to another.

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