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.
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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.
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.
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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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