South America Deodorant Market Outlook, 2027

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.

According to the report, "South America Deodorant Market Outlook, 2027," published by Bonafide Research, the market is anticipated to grow at a rate of 5.23% CAGR during the forecast period. 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.

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.

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.

For instance,
• 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.

South America is also expected to witness substantial growth owing to the increase in the consumption of cosmetic products. 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.

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: 2016
• Base year: 2021
• Estimated year: 2022
• Forecast year: 2027

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.

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Manmayi Raval

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