Deodorants in Belarus

PROSPECTS

Rising hygiene standards and expansion of modern retail into regions support growth

Deodorants in Belarus recorded double-digit current value growth in 2018. Such growth was stimulated by increasing hygiene standards amongst both urban and rural Belarusians.

Belarusians show growing interest in more efficient and practical deodorants

In 2018, Belarusian consumers chose deodorants based not only on their scent, but also on additional characteristics such as effectiveness, practicality and lack of chemicals linked to allergies. As local consumers’ lifestyles continued to evolve, so did their preference for deodorants.

Greater consumer awareness leads to attention to composition

Belarusian consumers use the internet including social media and blogs to enrich their knowledge of the composition of certain beauty and personal care products. As a result, a growing number of local consumers began to pay greater attention to what they purchased and used on a daily basis, including chemical composition and toxicity of deodorants.

COMPETITIVE LANDSCAPE

Competition is led by foreign advertised brands

In 2018, major deodorants players retained and strengthened their value share. Leading players occupied significant shelf space and were widely available from various distribution channels.

Promotions undermine value sales of deodorants

Increasing shelf space, the large number of brands and intensifying competition encouraged players to use additional tools to retain their volume share. Therefore, many competitors frequently offered price discounts in order to attract price-sensitive consumers with promotional pressure one of the highest in deodorants compared to other beauty and personal care categories.

Consumer trends affect new product development

2018 did not witness a particularly high number of new product developments, with most being offered by multinationals. Demand for a multifunctional deodorant that is suitable for all clothing, some brands extended their product lines, with Unilever Group extending its deodorants portfolio with Dove Invisible.

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