With the exception of deodorant pumps, deodorants is a category that is entirely composed of price-regulated products. Since 2012, manufacturers have needed authorisation to adjust the final price of their products but the government failed to give its approval for any price rises for more than two years, thus rendering unprofitable the production of deodorant creams, roll-ons and sticks.
All deodorant creams, roll-ons, sprays and sticks are antiperspirants in Venezuela. This feature is considered as a given in order to compete in the category and is not regarded as a differentiator.
Deodorant roll-ons is the largest category in Venezuela because of its affordability and durability, unlike most deodorant sticks, which are imported and thus carry a higher average unit price. Body splashes and sprays are the most common formats in deodorant pumps and sprays.
Procter & Gamble de Venezuela led deodorants with its Mum brand of deodorant roll-on in 2017. The company’s strategy was to focus all resources on its most popular brand whilst keeping Gillette Series, Old Spice and Secret out of the marketplace since 2015.
Two domestic companies ranked amongst the top five companies in deodorants in 2017. Laboratorios Ponce and Laboratorios Fisa were consolidating their positions a couple of years after a massive withdrawal of international brands occurred in 2015.
Changes in the rankings of the leading players in terms of retail value share depend largely on shelf presence. Product launches from local players, such as body splashes from Jordan Cosmetics (Spa Line), will continue to play well as reasonable substitutes to traditional deodorants.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Venezuela with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Deodorants research and analysis database.
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