Deodorants in Bulgaria

PROSPECTS

Deodorants’ growth driven by dynamic urban lifestyles

Despite being a mature category, deodorants continues to grow, driven by increased awareness of personal hygiene and stressful and dynamic lifestyles in urban areas. Prolonged and hot summer seasons further benefitted the category’s sustained growth in the review period.

Fusion experience in deodorants driving innovation trends

The increasing choice and variety in deodorants “spoils” consumers looking for the perfect match to their individual needs. Increasingly dynamic lifestyles, time pressure and the need for lasting solutions dominate the category.

Instant visual engagement is key success factor to boost sales

Consumer loyalty to brands in deodorants is usually low compared to other beauty and personal care categories, which forces producers to design and launch products that can attract consumers’ attention. Urban lifestyles and consumers’ desire to save time will stimulate even more impulsive and emotional decisions about deodorant purchases and on-the-go picks.

COMPETITIVE LANDSCAPE

Dove continues to drive overall strong performance in deodorants

In 2017, the leader in deodorants Unilever Bulgaria experienced a strong value increase. Innovative new launches like the new Dove Moisturizing cream in women deodorants featuring deep hydration and Dove Men + Care, a new series incorporating talc, minerals, sage and sandalwood scent, were well received by consumers.

Playboy’s outstanding performance

In the review period, the Coty brand Playboy Men deodorant spray distributed by Evros K&P demonstrated the most dynamic growth. A targeted focus on millennials and generation Z in urban areas and a creative and catchy branding design ensured its strong performance.

Increasing pressure on local producers

Strong development of multinational brands in deodorants, including their strategic partnerships with modern grocery retailers leading to exhaustive promotions and sales, makes it hard for newcomers to compete in the category. The few local brand owners present in deodorants like Agiva and Evterpa managed to enjoy a positive development thanks to product portfolio optimisation and specialisation in the budget economy segment.

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