2014-04-21 04:10:01 - Deodorants in Brazil - a new market research report on companiesandmarkets.com
Unilever ranked first within the Brazil deodorants market under leading brands such as Rexona, Axe and Dove. The company also saw the largest increase in value share over 2011-2012, gaining almost three percentage points. The company invested heavily in new product development and advertising in deodorants, which was successful in giving it an advantage over the competition.
Deodorants continued to be favoured by the introduction of new variants from leading companies, available mainly in spray and roll-on formats, promising high performance. Almost all types are antiperspirant products. For instance, in 2013 Unilever launched Rexona Women with a new formula, whose Montionsense technology is activated by movement, while BDF Nivea introduced a new version for Nivea Deodorant Stress Protect, offering extra protection
during stressful situations.
Overall, the deodorants category is expected to see moderate volume growth over the forecast period, due to high penetration of such products among Brazilians. Total advertising spend is an important factor to boost sales. The main advertisers in deodorants are expected to be Unilever and BDF Nivea.
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