Deodorants and care products in Mexico will grow 10% in 2023, according to Unilever

With a market value of 900 million dollars, the segment of deodorants and health care products in Mexico has growth projections of 10% by the end of 2023, given a greater post-pandemic demand, explained Ernesto Viramontes Riveroll, vice president of Unilever personal care for Mexico and Colombia.

The manager assured that Mexico is one of the 10 most important markets for Unilever in the commercialization of deodorants, since it has a penetration of 93% in the home, where brands such as Dove y rexona.

He recalled, during the pandemic, demand decreased 15%, since being confined to their homes, consumers omitted the use of deodorants.

“During the pandemic we had a contraction because social activity decreased, and they said ‘I don’t need so much protection’, it was significant but the base was established and now the market has already recovered from 2022 and 2021 what it lost in the pandemic and continues to grow at quite a few rates healthy,” said Viramontes.

The Unilever executive explained that the sale of deodorants fell 15% during the pandemic, but now we are growing at a rate of 20%, we have closed that gap and covered the fall of the pandemic, so we are investing in product technology to not only cover the need for antiperspirant, but to provide greater benefits to women in the underarm area.

The deodorant category has high penetration in Mexico, above 93% in the home. The Mexican has embraced its use unlike other cultures over the decades, he commented.

Ernesto Viramontes “we are the player in the market with the greatest investment in advertising and we have technology and laboratories where we invest in technologies. In the case of products for women, the benefit segment grows, with the Dove Tono deodorant, which increases at a rate of 30% because women cover other needs”.

Unilever presented the new portfolio of Dove Uniform Tone products, which prevents or restores dark spots on the skin as a result of irritation that darkens it, he said.

The Unilever vice president said that Mexico is among the 10 most important countries for Unilever in the world, since in addition to marketing, it is a key center for the export of Unilever Beauty and Personal Care products to more than 25 countries.

Recently, the consumer goods company Unilever, with a presence in Mexico since the 1960s, announced an investment of 400 million dollars for the next 3 years, which includes the construction of a new regional manufacturing plant that it intends to locate in Nuevo León. , to manufacture beauty and personal care products, destined for North America.