Mass Beauty and Personal Care in Uruguay

PROSPECTS

Mass products dominate sales

Uruguay is considered to be relatively expensive, although income levels are not as high as in other countries with comparative prices. Consequently, premium products can be more difficult to buy for many consumers.

Strong demand for premium quality in certain areas

In more specific areas considered to be more indispensable, consumers are typically more prepared to spend extra. Over the forecast period, mass products are expected to continue to outsell premium products, especially every day routine brands, which many consumers consider to be essential.

Increasing quality of mass products

Mass products are considered to offer lower quality than premium brands, thus retailing at lower prices. During the review period, most consumers were not willing to spend higher amounts on more expensive brands.

COMPETITIVE LANDSCAPE

International companies lead sales

International companies led mass sales in the country during the review period. L’Oréal was the number one player in 2017, followed closely by Unilever.

Constant focus on new product development to attract consumers

Although the two leading companies compete with each other in mass products, L’Oréal is the leader in skin care and hair care. Unilever leads sales in deodorants, where it is strongly positioned in different areas.

Domestic producers struggle to compete

Local companies have less capital to invest and therefore struggle to compete with large multinational players and launch new products. Domestic companies rely on consumer loyalty for some products that are considered reliable.

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