Deodorants in Azerbaijan

PROSPECTS

Macroeconomic resurgence drives deodorants sales

In 2018, deodorants grew in Azerbaijan both in volume and current value terms, reflecting the improved economic situation and growing disposable incomes of local consumers. Busy lifestyles and increased physical activity increased consumer interest in deodorants over the review period.

Popularity of deodorant sprays

Deodorant sprays remained the most popular deodorant in Azerbaijan with no culturally specific local variations of body sprays available on the market. Even though product variety is constantly growing for deodorant sticks and deodorant roll-ons, and companies use extensive advertising to promote and emphasise the convenience of products in these formats, the shares of roll-ons and deodorant sticks remain comparatively low due to the conservatism of consumers.

Modern retail channels’ growth supports sales of deodorants

Over the review period, modern grocery retailing grew strongly in Azerbaijan. The number of outlets increased significantly over this period, bringing new local and international retailers, and expanding existing ones through mergers and acquisitions.

COMPETITIVE LANDSCAPE

Improtex DC leads deodorants in 2018

The leadership of Improtex DC in deodorants throughout 2018 was attributed mainly to the distribution of a wide portfolio of globally recognised brands, such as Rexona, Axe and Dove, positioned in mass products. The strong consumer appreciation of Rexona, which was the top-selling brand in Azerbaijan during the review period, comes down to global recognition and proven quality at a reasonable price.

Deodorants is led by internationals in 2018

During 2018, international brands were preferred by local consumers due to their wider recognition and better advertisement. Local consumers do not trust the quality of local products and, as a result, local manufacturers do not regard deodorants as viable goods to produce.

New product launches expanded in 2018 due to retailing advancement

As a result of the expanding retail network, new product launches grew in Azerbaijan in 2018. New product developments followed consumers’ deodorant preferences and, due to the ongoing price-sensitivity in the country, most of the new products claimed economy values.

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