South America Deodorant Market Outlook, 2029

In South America, there has been an increase in demand for safe, natural, and organic deodorant products on the market due to the rise in consumer awareness about the harmful effects of paraben and aluminum compounds present in the deodorants. The market for deodorant is maturing, and manufacturers are compelled to improve their product offerings to match the dynamically changing consumer requirements. For instance, to sustain themselves in the competitive environment, the companies in Brazil are using strategies like heavy discounts and offers, such as buy-two-get-one-free. Moreover, the increasing demand for deodorants among millennials is one of the major factors driving the market in Southern America. Moreover, changes in lifestyle due to the rise of disposable income are also propelling demand for the product in this region. However, increasing urbanization and an improved standard of living in the region are anticipated to slowly boost the demand for DEO products during the forecast period. During an unstable period, the Above brand (Baston Industria de Aerossois Ltda) launched more affordable deodorant lines. On the other hand, in a year still marked by the impact of the pandemic, e-commerce proved to be a safe shopping alternative in 2021. However, generally, Brazilians still prefer physical stores when purchasing deodorants. For instance, in Brazil, the deodorant brand Rexona registered the highest popularity in 2019 with 140 Million Consumer Reach Points (CRP). Also, Unilever Brasil Ltda leads the deodorant market in Brazil due to its portfolio of strong brands that are driving innovation. However, to retain its market presence, Beiersdorf Global AG launched Nivea SEM Perfume antiperspirant and the Nivea Men Silver Protect antibacterial line in Brazil. Other major manufacturers are also focused on launching innovative products to reach a larger consumer base across the region. According to the report, "South America Deodorant Market Outlook, 2029," published by Bonafide Research, the market is projected to add more than USD 1.43 Billion from 2024 to 2029. Roll-on projects healthy growth in the forecasted period, driven by gender-specific products available in the market through major distribution channels. The increasing use of roll-ons by young adults and athletes is also driving the sales growth of the segment in the South American deodorant market. Customers are looking for properties in roll-ons that go beyond efficacy, as well as natural and sustainable products. Through various digital marketing campaigns, competitors are focusing on increasing awareness and enhancing their brand's image in the market. The product premiumization, along with attractive packaging, is being done by manufacturers to attract consumers toward deodorant, which is an important factor influencing the growth of the deodorant market in the forecasted period. South America is also expected to witness substantial growth owing to the increase in the consumption of cosmetic products. Further, the South America region is dominating due to the high adoption of personal hygiene and body care products. Fragrances are popular gifting options in Brazil, with events such as Mother's Day or Valentine's Day driving sales of gift sets. In 2021, deodorants entered the market by offering an affordable option to be considered for special or commemorative dates. More affordable deodorant options emerged for Brazilians in the same year, especially in the spray format, which continued to gain traction.

By products, Sprays are popular for their convenience and quick application, often used in deodorants and hair products. Innovations in this segment focus on enhancing formulations for longer-lasting effects and eco-friendly packaging. Roll-ons have gained traction due to their portability and ease of use. They are primarily used in deodorants, with innovations aimed at improving skin sensitivity and incorporating natural ingredients. Creams dominate the skincare segment, with a strong emphasis on moisturizing and anti-aging properties. The market has seen a rise in organic and natural formulations, reflecting the growing consumer preference for clean beauty products. Gels are favored for their lightweight texture and quick absorption, particularly in facial and body care. Innovations include the incorporation of cooling effects and the use of botanical extracts. Sticks are primarily used for deodorants and lip care. The market is witnessing a shift towards sustainable ingredients and packaging, appealing to environmentally conscious consumers. Wipes are increasingly popular for their convenience in cleansing and refreshing, especially among younger demographics. Innovations focus on biodegradable materials and skin-friendly formulations. The "Others" category includes niche products such as serums and masks, which are gaining popularity due to their targeted benefits. The South American market is characterized by a growing trend towards personalization and customization, with brands increasingly offering products tailored to specific skin types and concerns. The deodorant market in South America is characterized by diverse packaging types, primarily metal, plastic, and others. Metal packaging is prevalent, especially in aerosol sprays, due to its durability and ability to maintain product integrity. Aluminum cans are favored for their lightweight nature and recyclability, aligning with the growing trend towards sustainability. Innovations in this segment include the development of eco-friendly coatings and designs that enhance user experience while promoting brand differentiation. Metal packaging often conveys a premium feel, appealing to consumers seeking high-quality products. Plastic packaging is widely used across various deodorant formats, including roll-ons and sticks. This segment has seen significant advancements, with manufacturers focusing on lightweight designs that reduce material usage and enhance portability. Innovations such as the use of post-consumer recycled plastics and biodegradable materials are gaining traction, responding to consumer preferences for sustainable options. Additionally, advancements in labeling and printing technologies allow for more attractive and informative packaging, enhancing shelf appeal. The "Others" category encompasses alternative packaging solutions, such as glass and refillable systems. Refillable deodorants are emerging as a sustainable choice, allowing consumers to reduce waste while maintaining product quality. This segment is gaining popularity among eco-conscious consumers, supported by brands that emphasize sustainability in their marketing strategies. The end-user is segmented into men, women, and others. Men represent a significant portion of the deodorant market, with a growing emphasis on personal grooming and hygiene. Brands are increasingly targeting the male segment by introducing more masculine and strong fragrances, such as citrusy, woody, and amber-oriented scents. Major players like Unilever and Procter & Gamble have launched gender-specific products tailored to the preferences of South American men, contributing to the growth of this segment. Women constitute another crucial end-user group, with a rising demand for diverse fragrance options and formulations. Brands are developing deodorants with floral and oriental notes to cater to the preferences of female consumers. The increasing awareness of natural and organic products has also driven the demand for women's deodorants with clean and sustainable ingredients. The introduction of new products and expanded choices have further boosted the sales of women's deodorants in the South American market. The "Others" category encompasses children, teenagers, and non-binary individuals, who are gaining more attention from deodorant brands. As the market matures, manufacturers are recognizing the need for inclusive and diverse product offerings to meet the needs of all consumers. The growing popularity of gender-neutral fragrances and the increasing acceptance of LGBTQ+ individuals have opened up new opportunities for brands to expand their reach in the South American deodorant market.

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Offline distribution remains dominant, with supermarkets and hypermarkets being the primary venues for deodorant sales. These retail formats provide consumers with a wide selection of brands and products, enhancing accessibility. Specialty stores and convenience stores also play significant roles, catering to niche markets and offering personalized shopping experiences. The growth of offline channels is supported by the increasing consumer preference for in-person shopping, where they can physically assess products before purchase. Additionally, promotional strategies like discounts and bundled offers in these stores further drive sales. Online distribution has seen substantial growth, particularly accelerated by the COVID-19 pandemic, which shifted consumer shopping habits toward e-commerce. Online retail platforms allow consumers to explore a broader range of products, often at competitive prices. Major players in the deodorant market, such as Unilever and Procter & Gamble, have expanded their online presence, leveraging digital marketing to reach younger demographics who favor online shopping. The convenience of home delivery and the ability to access exclusive online deals contribute to the increasing popularity of this channel. Key Developments • In November 2019, Coty Inc. signed a mutual agreement with Kylie Jenner to develop Kylie’s existing beauty business into a global powerhouse brand. Through this agreement, the company aims to expand its product portfolio in fragrances, cosmetics, and skincare categories. • With Matthew Vaughn's permission, Coty Inc. launched a new line of Kingsman fragrances for men in October 2019.Through this expansion, the company aims to expand its Kingsman brand.

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Covid-19 Impacts: Personal grooming items, such as deodorants and fragrances, lost their significance during the outbreak since working professionals, young people, and women, who are the primary target audiences for these products, had fewer opportunities to use them. Their market sizes, however, shrank significantly as consumers reduced their expenditure on luxury beauty and personal care items. Corporations in these categories saw a chance to recover losses earlier in the year 2021, when businesses were gradually opening up and customers were getting warmed up to the notion of leaving their homes. New brands joined the market, while old ones released new perfumes. Major Companies present in the report Unilever, The Procter & Gamble Company, Coty, Beiersdorf Global AG, L'Occitane International SA, Avon Products Inc., Revlon, Adidas AG, LVMH, Church & Dwight Co. Inc., Estée Lauder Companies, Burberry Group plc, Emami Ltd. Considered in this report • Geography: South America • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • South America Deodorant market with its value and forecast along with its segments • Country-wise deodorant market analysis • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation Countries covered in the report • Brazil • Argentina • Colombia By Product Type • Spray • Roll on • Gel • Stick • Creams • Wipes • Others By Packing Materials • Metal • Plastic • Others By End User • Men • Women • Others By Distribution Channel • Offline • Online The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Deodorant industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.