Natura search retrieve slice in deodorant

Natura launches, from September, a line of deodorants that marks its entry into the segment of aerosol. The expectation of direct selling company is to reverse the trend of market loss in the category in recent years. The company is the second-largest seller of deodorants from Brazil, after Unilever.
The launch, christened "ecocompacto", is a deodorant with the same income from a standard aerosol 150 ml, however, the packaging has half that volume. This is possible because the product valve requires less propellant gas to operate, an imported technology.
The company's market share in deodorants fell from 12.7% to 9.7% in the last three years. "We lost space in that category because we didn't have any aerosol, today the main enforcer of market", said the Vice President of brands and products from Natura, José Vicente Marino. The company hasn't shrunk in other types of applicators, he says. The company will launch the aerosol in five male and female product lines by the end of the year.
The Brazil has the largest market for deodorants in the world, with sales of $ 4.8 billion in 2013, according to Euromonitor. The aerosol is the fastest growing applicator. In 2009, this version represented 31% of the entire market, and in 2013, reached 50%.
The leader Unilever has 38.5 percent of the market. The company stated, through the note, which was a pioneer in launching deodorant tablets, almost two years ago, in Europe, but did not inform about plans to bring innovation to Brazil. Natura will be the first to launch similar technology in the country. The new packaging uses 15% less aluminum and emits less carbon dioxide 48% compared to standard.
The manufacturing will be outsourced. The News arrives in time to maturation of the aerosol industry in the country, which has developed an eye on market potential. Using the applicator grows at an annual rate of 20%, driven by consumer sophistication permitted by the Brazilian's income increase.
The industry of this applicator if installed in Argentina, where the Government subsidizes the gases used in aerosols. Investments in production capacity in Brazil allowed the beginning of a migration of production to the country, especially in the last year.
The German Nivea, third largest in the ranking of deodorants, with 9.6 percent of the market, went on to manufacture aerosols in the country in 2014, to complement the import from Argentina. What prompted the decision was to be closer to the market and increase flexibility to meet demand, the company said in a note. The American P&G, owner of Gillette, also opted in recent years by manufacture in the country. The Brazilian company Hypermarcas, owner of Monange and Bozzano, already manufactures here longer to protect themselves from currency fluctuations.
According to market sources, Unilever will produce aerosol deodorants at its new plant in Solapur (SP), scheduled for 2015. Sought, the company informed that you haven't defined the lines of production of the unit. Currently, the company's products with the applicator are imported from Argentina.
Three years ago, the Liquigas-Doimo gas distributors (Petrobras) and Ultragaz (of Ultrapar) opened the gas purification units used as propellants in aerosols in Mauá (SP). The Liquigas-Doimo will invest to increase the capacity of 20 thousand tons per year to 50 million tonnes per year in 2015, says Roberto Jorge de Souza, Director of the company's bulk LPG. The expectation is ending 2014 using 75% capacity. According to Adriano Biral, bulk market manager of Liquigas-Doimo, the market potential is still significant. Brazilians consume, on average, five units per year. In Argentina and in Europe, are 12 to 14 units per capita.
Ultragaz has installed capacity to purify 6 thousand tons a month (approximately 70 thousand tons per year). For the enterprise market manager, Hermano Corinti Jordan, the national market is gaining confidence of multinationals. "We estimate to meet 100% of the migration of other countries to Brazil". The filtering process eliminates unwanted particles, moisture and odor of gas, to be used in the packaging of consumer products, such as deodorants, insecticides, repellents and medicines.