While deodorant sticks will remain in high demand, spray formats will lead growth within overall deodorants in terms of both volume and current value sales. New generations of Guatemalans perceive spray deodorants as the most practical options, being quick to apply and drying instantly on the skin, with the latter feature being especially relevant in a highly humid climate.
Price-sensitive consumers have been shifting towards deodorants as low-cost alternatives to fragrances during the high inflation of 2022 and 2023. This has been particularly so among millennials and Gen Z consumers, and is driven by brands such as Axe.
In line with multifunctional and hybrid trends, deodorant brands – especially those targeting females – are increasingly including ingredients and properties that promise beneficial results for the skin.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Guatemala 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 Guatemala, 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. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. 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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