The personal deodorants and antiperspirants market in Mexico, valued at $220.1 million in 2023, has experienced significant fluctuations since 2013. The market saw its peak in 2014 with a value of $421 million, followed by years of decline. From 2014 to 2023, the market consistently showed a decreasing trend, with notable year-on-year declines of -19.94% in 2016, -15.98% in 2018, and a more recent -4.16% in 2023. The last five years exhibited an average annual decline (CAGR) of -3.85%. Forecasts for the next five years indicate a continuous downward trajectory with a CAGR of -4.09%, resulting in an estimated market value of $170.14 million by 2028.

Future trends to watch for include:

Consumer preference shifts toward natural and organic products.
Increasing emphasis on sustainable and eco-friendly packaging.
Potential market recovery driven by innovative product launches and targeted advertising campaigns.
Economic factors influencing consumer spending power in the personal care segment.