Boston, MA -- (ReleaseWire) -- 07/29/2014 -- Body sprays continued to develop rapidly, as young men appreciate the practicality of a product that is both a deodorant and can simultaneously be used as a fragrance. In addition, Unilever, which offers the most popular brand in body sprays, Axe, continues to aggressively advertise its products, and periodically launches brand extensions, such as Axe Apollo and Axe Random. These products are advertised under the concept that using the brands helps to attract women due to their appealing scents. In addition, the company opted to target young women also looking for practicality, and launched its Impulse brand, the first body spray offered for women in the country. Despite the rising interest in body sprays, the core audience for this product is teenagers and young adults aged between 15 and 20 years old. Only consumers in this age range are willing to substitute fragrances with body sprays.
Unilever leads the category with a 30% value share in 2013. The company carries a varied portfolio with well-recognised brands, such as Rexona, Axe and Dove, and segments the category between men, women and teenagers. Moreover, Unilever frequently engages in product innovation, strongly supports its brands through advertising and has an excellent distribution network. The company was also the first to launch smaller pack sizes for its leading brands in an effort to reach lower income segments. As a result of all these factors, Unilever increased its category share by two percentage points in 2013.
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According to Euromonitor International's estimates, Peru is the third country with the lowest per capita consumption of deodorants in Latin America, in value terms. As a result, there are still plenty of opportunities for players to increase their consumer bases. As a result, manufacturers are expected to widen their portfolios of economic formats and small packaging sizes that can be affordable to low-income segments. In addition, in order to respond to the requirements of more demanding middle-income consumers, companies will seek to innovate by periodically launching added-value brands with new natural ingredients or multiple benefits.
Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Peru with research from Euromonitor's team of in-country analysts.
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The Deodorants in Peru market research report includes:
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Product coverage: Deodorant Creams, Deodorant Pumps, Deodorant Roll-Ons, Deodorant Sprays, Deodorant Sticks, Deodorant Wipes.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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