New Market Research Report: Deodorants in Venezuela

From: Fast Market Research, Inc.
Published: Wed Jul 16 2014

Most of the deodorant types and formats are subject to price control by the government since April 2012. The regulation embraces deodorants that come in bar, liquid, gel and aerosol formats and therefore most of the brands could not increase prices since then. Indeed, the only category excluded from control was deodorant pumps. Such situation made the average unit price move below inflation and as a consequence the overall result was negative growth of 8% for deodorants overall when measured in constant terms.

Competitive Landscape

Multinationals dominate sales in deodorants, although the environment registers high competition and rivalry. Unilever and Procter & Gamble were at the top positions with very similar shares in 2013 thanks to strong brands and attractive product portfolios. Unilever markets Rexona and Axe, which have traditionally been heavily advertised. Rexona developed a campaign since 2011 named "Desafio de la sequedad" - "dryness challenge". In 2013, the brand included the image of a famous model and ex-Miss Universe, Dayana Mendoza. The model invites Venezuela women to prove differences between Rexona and other brands, regarding their antiperspirant properties. The campaign was on the air for seven months and included promotional activities at some stores in the main cities.

Full Report Details at

Industry Prospects

Given the price restriction on several deodorant categories, most brands will face strong limits to add value and introduce innovations. Nevertheless, some slight unit price increases are expected over the forecast periods as the firms launch non-regulated formats and the government approves movements. Demand will increase as a result of low unit prices and the widespread habit of daily consumption of deodorants amongst all socioeconomic groups. Nevertheless, product development will be limited due to the uncertainty about price increases and the threat of deeper controls.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Venezuela with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Deodorants industry in Venezuela, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in Venezuela market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

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- Anti-Perspirants and Deodorants Market in Portugal to 2017

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