Deodorants in Peru

Euromonitor International
April 2024
DEODORANTS IN PERU Passport i

LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2023 DEVELOPMENTS ............................................................................................................... 1
Weather conditions trigger growth of dry and non-greasy formats in deodorants ..................... 1
New launches stimulate deodorant sales in peru ..................................................................... 1
Larger formats attract consumers who seek bulk cost savings ................................................. 1
PROSPECTS AND OPPORTUNITIES......................................................................................... 1
Trend towards natural products reaches deodorants................................................................ 1
Dryness and anti-stain features will remain attractive in deodorants ........................................ 2
Private label expected to expand further in coming years ........................................................ 2
CATEGORY DATA ....................................................................................................................... 2
Table 1 Sales of Deodorants by Category: Value 2018-2023 ................................... 2
Table 2 Sales of Deodorants by Category: % Value Growth 2018-2023................... 2
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2018-2023 ................. 3
Table 4 NBO Company Shares of Deodorants: % Value 2019-2023 ........................ 3
Table 5 LBN Brand Shares of Deodorants: % Value 2020-2023............................... 3
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2020-2023 ............... 5
Table 7 Forecast Sales of Deodorants by Category: Value 2023-2028 .................... 5
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2023-
2028 ............................................................................................................. 5
Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-
2028 ............................................................................................................. 5

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DEODORANTS IN PERU Passport 1

DEODORANTS IN PERU
KEY DATA FINDINGS
▪ Retail value sales grow by 8% in current terms in 2023 to PEN576 million
▪ Deodorant sprays is the best performing category in 2023, with retail value sales rising by
10% in current terms to PEN321 million
▪ Unilever Andina Perú SA is the leading player in 2023, with a retail value share of 31%
▪ Retail sales are set to rise at a current value CAGR of 7% (2023 constant value CAGR of 4%)
over the forecast period to PEN798 million

2023 DEVELOPMENTS

Weather conditions trigger growth of dry and non-greasy formats in

deodorants
Sales in deodorants were supported by the weather conditions in Peru in 2023, resulting in
healthy value growth and more tempered volume growth. Indeed, the country experienced hot
temperatures in 2023, along with effects from the El Niño phenomenon which brought intense
heat waves in different regions. Ultimately, these high temperatures, together with strong
humidity in some regions of the country, make it increasingly necessary for Peruvian consumers
to bathe and deodorise more often. These weather conditions have also generated a greater
consumer preference for formats which provide a dry and non-greasy sensation – in this sense,
spray and stick deodorants tend to see good results, for example.

New launches stimulate deodorant sales in peru

2023 saw many product launches which contributed to innovation and, in turn, sales in
deodorants. One such example comes from Unilever Andina Perú SA, which leads the category
with its Rexona and Axe brands, alongside Dove. Here we note innovation in different formats,
with roll-on style dispensers, but with a cream-based consistency as opposed to liquid.
Furthermore, Dove Uniform Tone is an antiperspirant which combines moisturising cream,
essential oils, and vitamin E, with a focus on being able to reduce and prevent armpit stains and
restore the natural tone of the skin. This product was launched with a strong advertising
campaign, which was particularly notable during the summer season.

Larger formats attract consumers who seek bulk cost savings

A further strategy used by players in deodorants is to offer larger formats, thus, to appeal to
consumers who seek bulk-based cost savings. For example, brands such as Unilever’s Axe and
Nivea (from Beiersdorf SAC) launched 150ml presentations to both attend to higher usage
needs, and also offer a reduced price per ml when compared to smaller format sizes.

PROSPECTS AND OPPORTUNITIES

Trend towards natural products reaches deodorants

Peruvian consumers are increasingly expressing a preference for products containing natural
ingredients which are kinder to both the environment and the skin, and this trend is also growing

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in deodorants. Consequently, we expect a heightened presence of deodorants formulated with

alum stone, or composed of corn-starch, bicarbonate, and oils. These products are already
available in specialised stores offering natural goods, and are typically associated with smaller,
niche brands, such as Kumir, Killa Organics, Peruvian Health, or Weleda. However, these
deodorants are also now being offered by mainstream brands, albeit at a premium price
compared to conventional options.

Dryness and anti-stain features will remain attractive in deodorants

Properties such as being anti-stain and giving a dry sensation will continue to be the most
attractive for Peruvian consumers. Due to global warming, temperatures are expected to be
consistently higher than seen in the past, which will contribute to the preference for drier
textures. In this same sense, clinically-developed options, which can better manage stronger
levels of sweat, will be desirable.
On the other hand, considering consumers’ increasingly active lifestyles, with less time for
household chores, stain-resistant options will be highly valued, because such options mitigate
the need to remove deodorant stains from clothing. In fact, one of the advantages emphasised
in natural products is that the lower presence of chemicals means a lower change of residue or
staining on clothing.

Private label expected to expand further in coming years

We expect a stronger presence of private label in deodorants in the coming years, as this is a
category in which consumers can be seen to trade down (as seen in other hygiene-based,
frequent use and frequent purchase categories). However, private label players must ensure
quality and efficacy, otherwise consumers will view this as a false economy strategy should
products not be effective. Moreso, it is expected that private label players will increasingly give
their brands a premium appearance in order to attract attention, alongside offering attractive
features such as lightening skin or being anti-stain and being active in promotions. The
presence of private label is already noted in deodorants in Peru (albeit under “others”).

CATEGORY DATA
Table 1 Sales of Deodorants by Category: Value 2018-2023

PEN million
2018 2019 2020 2021 2022 2023

Deodorants 527.9 557.5 429.9 482.7 533.8 575.7

Deodorant Creams 46.6 51.1 41.1 45.0 52.0 55.3
Deodorant Pumps 23.2 25.6 21.3 23.4 25.3 27.3
Deodorant Roll-Ons 127.8 133.1 103.4 113.9 124.5 128.2
Deodorant Sprays 289.1 303.1 228.6 262.7 291.0 320.7
Deodorant Sticks 41.2 44.6 35.5 37.8 41.0 44.2
Deodorant Wipes - - - - - -
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Deodorants by Category: % Value Growth 2018-2023

% current value growth

2022/23 2018-23 CAGR 2018/23 Total

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Deodorants 7.9 1.8 9.1

Deodorant Creams 6.5 3.5 18.7
Deodorant Pumps 7.6 3.3 17.7
Deodorant Roll-Ons 3.0 0.1 0.3
Deodorant Sprays 10.2 2.1 10.9
Deodorant Sticks 7.8 1.4 7.1
Deodorant Wipes - - -
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Deodorants by Premium vs Mass: % Value 2018-2023

% retail value rsp

2018 2019 2020 2021 2022 2023

Premium 1.5 1.6 1.5 1.6 1.6 1.6

Mass 98.4 98.4 98.5 98.4 98.4 98.4
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 NBO Company Shares of Deodorants: % Value 2019-2023

% retail value rsp

Company 2019 2020 2021 2022 2023

Unilever Andina Perú SA 29.7 29.3 29.4 29.4 30.7

Productos Avon SA 9.6 8.9 9.8 9.4 8.4
Beiersdorf SAC 11.3 10.6 8.6 8.3 8.2
Procter & Gamble Perú SRL 8.1 7.8 7.4 7.3 7.6
Colgate-Palmolive Perú SA 7.6 7.7 7.0 7.0 7.5
Natura Cosméticos SA 5.4 5.1 5.9 6.5 7.3
Unique SA 7.0 6.7 5.9 5.5 5.3
Cetco SA 4.0 4.1 4.6 4.6 4.4
Puig Perú SA 2.0 2.5 2.4 2.4 2.4
Intradevco Industrial SA 2.5 2.8 2.8 2.8 2.3
Oriflame Perú SA 0.5 1.0 1.1 0.9 0.8
Medifarma SA 0.5 0.5 0.5 0.5 0.5
Cosméticos y Perfumería 0.4 0.5 0.5 0.4 0.4
Internacional SA
Omnilife SA de CV, Grupo 0.1 0.1 0.1 0.0 -
Others 11.2 12.3 13.9 15.0 14.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 LBN Brand Shares of Deodorants: % Value 2020-2023

% retail value rsp

Brand (GBO) Company (NBO) 2020 2021 2022 2023

Rexona (Unilever Group) Unilever Andina Perú SA 14.0 13.4 13.5 14.0
Axe (Unilever Group) Unilever Andina Perú SA 8.6 9.4 9.3 9.9
Natura (Natura&Co) Natura Cosméticos SA 5.1 5.9 6.5 7.3

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Dove (Unilever Group) Unilever Andina Perú SA 6.6 6.6 6.5 6.7
Nivea (Beiersdorf AG) Beiersdorf SAC 8.5 6.9 6.6 6.5
Yanbal (Unique-Yanbal Unique SA 6.7 5.9 5.5 5.3
Group)
Old Spice (Procter & Procter & Gamble Perú SRL 4.6 4.6 4.6 4.9
Gamble Co, The)
Speed Stick (Colgate- Colgate-Palmolive Perú SA 5.4 4.6 4.5 4.8
Palmolive Co)
Esika (Corporación Cetco SA 3.5 3.8 3.7 3.6
Belcorp)
Lady Speed Stick Colgate-Palmolive Perú SA 2.4 2.4 2.5 2.6
(Colgate-Palmolive Co)
Gillette Series Procter & Gamble Perú SRL 2.9 2.6 2.5 2.5
(Procter & Gamble Co,
The)
Heno de Pravia (Puig Puig Perú SA 2.4 2.4 2.4 2.4
SL)
Nivea Men (Beiersdorf Beiersdorf SAC 2.0 1.5 1.6 1.6
AG)
Avon Naturals Productos Avon SA 1.5 1.7 1.6 1.4
(Natura&Co)
Aval (Alicorp SAA) Intradevco Industrial SA 1.6 1.6 1.6 1.3
Aval Men (Alicorp SAA) Intradevco Industrial SA 1.2 1.2 1.2 1.0
Avon Wild Country Productos Avon SA 1.0 1.1 1.0 0.9
(Natura&Co)
Avon Black Suede Productos Avon SA 0.9 1.1 1.0 0.9
(Natura&Co)
Cyzone (Corporación Cetco SA 0.7 0.8 0.9 0.9
Belcorp)
Avon Far Away Productos Avon SA 0.8 0.9 0.9 0.8
(Natura&Co)
Oriflame (Oriflame Oriflame Perú SA 1.0 1.1 0.9 0.8
Cosmetics SA)
Avon Musk (Natura&Co) Productos Avon SA 0.6 0.7 0.6 0.6
Pyns (Lluch Essence SL) Cosméticos y Perfumería 0.5 0.5 0.4 0.4
Internacional SA
Etiquet (Haleon plc) Medifarma SA - - 0.4 0.4
Avon On Duty Productos Avon SA 0.4 0.4 0.4 0.4
(Natura&Co)
Avon Soft Musk Productos Avon SA 0.3 0.3 0.3 0.3
(Natura&Co)
Secret (Procter & Procter & Gamble Perú SRL 0.3 0.2 0.2 0.2
Gamble Co, The)
Avon Musk for Men Productos Avon SA 0.2 0.2 0.2 0.2
(Natura&Co)
Etiquet Secreto de Medifarma SA - - 0.1 0.1
Mujer (Haleon plc)
Nivea Silver Protect Beiersdorf SAC 0.1 0.1 0.1 0.1
(Beiersdorf AG)
Savital (Unilever Unilever Andina Perú SA 0.1 0.1 0.0 -
Group)
Seytú Omnilife SA de CV, Grupo 0.1 0.1 0.0 -
Etiquet Medifarma SA 0.4 0.4 - -
(GlaxoSmithKline Plc)
Etiquet Secreto de Medifarma SA 0.1 0.1 - -
Mujer
(GlaxoSmithKline Plc)
Others Others 15.5 17.4 18.3 17.2
Total Total 100.0 100.0 100.0 100.0

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Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Premium Deodorants: % Value 2020-2023

% retail value rsp

Brand (GBO) Company (NBO) 2020 2021 2022 2023

Clinique (Estée Cela Cosméticos SA - - - -

Lauder Cos Inc)
Others Others - - - -
Total Total - - - -
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Forecast Sales of Deodorants by Category: Value 2023-2028

PEN million
2023 2024 2025 2026 2027 2028

Deodorants 575.7 602.8 630.5 657.9 685.6 710.7

Deodorant Creams 55.3 57.1 59.5 62.3 65.5 68.7
Deodorant Pumps 27.3 28.5 29.9 31.3 32.8 33.7
Deodorant Roll-Ons 128.2 131.8 135.7 140.0 144.8 150.1
Deodorant Sprays 320.7 339.4 357.8 375.2 391.7 405.8
Deodorant Sticks 44.2 46.0 47.7 49.1 50.8 52.4
Deodorant Wipes - - - - - -
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028

% constant value growth

2023/2024 2023-28 CAGR 2023/28 Total

Deodorants 4.7 4.3 23.5

Deodorant Creams 3.3 4.4 24.3
Deodorant Pumps 4.5 4.3 23.7
Deodorant Roll-Ons 2.8 3.2 17.0
Deodorant Sprays 5.8 4.8 26.5
Deodorant Sticks 4.2 3.5 18.5
Deodorant Wipes - - -
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

% retail value rsp

2023 2024 2025 2026 2027 2028

Premium 1.6 1.6 1.7 1.7 1.7 1.7

Mass 98.4 98.4 98.3 98.3 98.3 98.3
Total 100.0 100.0 100.0 100.0 100.0 100.0

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Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International