Deodorants in Algeria

PROSPECTS

Deodorants is set to continue growing over the forecast period

Deodorants is expected to continue to see a positive performance over the forecast period, benefiting from trends such as growing consumer awareness of personal hygiene and increasing urbanisation. Moreover, the hot climate, population growth and the development of modern retailing are expected to continue to fuel growth in deodorants.

Volume growth is predicted to slow over the forecast period

Deodorants is expected to continue to see volume growth during the forecast period; however, this is expected to be lower than the review period CAGR, which can be explained mainly by the increasing maturity of the category. Growth is expected to slow down year-on-year over the forecast period.

Deodorant sticks is projected to see the fastest growth

Deodorant sticks is expected to post the highest current value CAGR over the forecast period, driven by the expected rise in unit prices, combined with the lower penetration rate of this category, which therefore has more room for growth. Nevertheless, in spite of seeing the fastest growth, deodorant sticks is not projected to weigh significantly on the category overall, and will remain a niche over the forecast period.

COMPETITIVE LANDSCAPE

Unilever Algérie maintains its lead in deodorants in Algeria

The competitive landscape in deodorants is fragmented, although it continued to be led by Unilever Algérie in value terms. Unilever’s lead was due to entrenched consumer loyalty to its Axe, Rexona and Dove brands, as Algerian consumers have been familiar with these standard brands for a long time and have had good experiences with the company’s deodorants.

Local brands are gaining ground in deodorants in Algeria

In 2018, amongst the top five players deodorants were two Algerian companies – Dermal Group and Sopalux2000 – which benefited from consumers trading down to cheaper mass brands due to economic hardship. Indeed, domestic players have a very important role in the category, focusing mainly on manufacturing mass deodorants, which account for most value sales.

International versus domestic brands in deodorants

Domestic brands such as Nanine and Security are performing very well in Algeria, especially in volume terms. Indeed, as domestic players are active in offering mass low-priced products, they record high volume sales, whilst in value terms, international brands such as Dove, Rexona, Sanex, Narta and Mixa are performing well, due to their higher unit prices compared with local brands.

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