Deodorants in Azerbaijan

PROSPECTS

Supported by wider availability deodorants grew in current terms during 2017

Deodorants continue to see seasonal demand in Azerbaijan, mostly being used during the summer. Deodorants thus have significant room for growth with rising consumer awareness, increasing availability of the products and extended product variety supporting sales.

Deodorants in spray form lead due to conservatism of local consumers

Sprays remained the dominant deodorant format in 2017, despite the increased availability of deodorant sticks and deodorant roll-ons. Companies have carried out extensive advertising to promote and emphasise the convenience of products in these formats, nevertheless the shares of roll-ons and deodorant sticks remain comparatively low.

Deodorants to grow over the forecast period

Over the forecast period, sales deodorants are expected to grow, driven by rising consumer awareness and an expanding product range. Growth will also be driven by the rapid development of modern retailing, which will increase product availability.

COMPETITIVE LANDSCAPE

Leading brands benefit from global recognition and active advertising

Improtex DC led deodorants in 2017. The brands distributed by Improtex DC include the well-established Rexona, Axe and Dove, which have strong consumer recognition.

International brands continue to lead sales

Due to negligible local production, international brands continued leading deodorants during 2017. Most of the products popular on the market are globally renowned brands and are widely advertised, including Rexona, Lady Speed Stick, Mennen Speed Stick, Fa and Garnier.

Development of modern retailing supports a wider product assortment

During 2017, the retailing landscape saw considerable changes, with the rapid development of modern grocery retailers, such as supermarkets, hypermarkets, convenience stores and discounters. Growing awareness among local consumers of the more competitive prices at these outlets, and the richer brand variety, drove sales through these channels.

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