Deodorants is projected to experience strong growth over the forecast period, with innovations expected to be seen primarily in fragrances and marketing strategies. However, a massive influx of new players is not expected, as Unilever, Procter & Gamble and Colgate-Palmolive have such a strong position in the category with their flagship brands.
Health and wellness trends, which gained momentum during the pandemic, continue to shape various product categories, including deodorants. According to the Euromonitor International Voice of the Consumer: Health and Nutrition Survey, 45% of Mexican respondents are actively looking for new ways to prevent skin-related health issues, up from 42% in 2019.
Brands understand the importance of effective marketing strategies, as well as collaborations and sponsorships, with consumers in Mexico becoming increasingly receptive to the influence of these strategies. An example is Unilever's flagship brand, Axe, which has been adapting its marketing strategies to broaden its appeal beyond traditional TV ads, which have historically emphasised the product's freshness and attraction-enhancing qualities.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Deodorants industry in Mexico, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsThis report originates from Passport, our Deodorants research and analysis database.
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