Traditionally, Uruguayan men have been very reluctant to buy men’s grooming products other than deodorants and shaving products. That is mainly because, contrary to what happens in other countries, many men consider skin care and other toiletries to be specifically made for women, and are not accustomed to buying them.
Men´s shaving continued to account for the largest share of value sales in 2018. Contrary to other toiletries products, which consumers continue to consider as feminine, men´s shaving products are considered entirely masculine products.
Men´s deodorants and fragrances are widely accepted in the society, and remain the biggest categories in value sales, along with men’s shaving. Women and men tend to like very different kinds of scents, and for that reason men look for different deodorants and fragrances products than women do, with different odours.
In 2018, international companies Sebamar (from Procter & Gamble Co), Unilever del Uruguay and Bic Uruguay continued to hold the leading value share’s within men´s grooming products in Uruguay. Sebamar remains the top company, with the highest value share, on the strength of its leadership within men´s shaving products, but it also is present in men´s toiletries, where it ranked second in 2018 with a wide portfolio of products under its world-famous Gillette brand.
Second-ranked Unilever del Uruguay is only present in men’s toiletries, a category in which it held the dominant value share in 2018. Although it offers toiletries, the company has managed to be a major player with its widely recognised brands Axe and Dove, both of which are known as male-specific brands in the country, hoarding consumers.
With increased interest in men´s grooming products, companies are starting to innovate and are launching more products to focus on this consumer group. L'Oréal Uruguay, which holds the leading value share in other categories and is widely recognised, retains a very slight presence in men´s grooming sales.
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This industry report originates from Passport, our Beauty and Personal Care market research database.