Deodorants in Croatia

PROSPECTS

Ingredients make the headlines

Over the review period, the ingredients used in deodorants were a particular media focus. The side effects of aluminium oxide and parabens on the skin have made consumers cautious when choosing such products.

Problems for deodorants as a concept

With sales in slow but constant decline since 2015, it is clear that deodorants appear to have a problem getting through to customers. Most current media coverage is related to the damaging effects of antiperspirant compounds on the functioning of the skin, which may have discouraged potential new buyers.

Spray remains benchmark format

In Croatia, the spray format overwhelmingly dominates with more than three quarters of total value sales in 2017. This shows a somewhat traditional approach by consumers towards deodorants; “sticky” formats such as sticks and roll-ons are deemed to clog the pores too much.

COMPETITIVE LANDSCAPE

Absence of toxins characterises new product developments

The trend for avoiding preservatives and toxins is ongoing. New product developments are following this trend to attract health-conscious consumers.

Competitive landscape consolidated

Deodorants is characterised by a very consolidated competitive landscape, with the leading trio responsible for about two thirds of total value sales of deodorants in 2017. Beiersdorf doo with Nivea, Unilever Croatia doo with Rexona and L'Oréal Adria doo with Garnier, maintain their advantage on high brand recognition, following long-term efforts in advertising and promotion.

Local manufacturers finally appear

Traditionally, deodorants was a beauty and personal care category where local manufacturers were largely absent. However, the new era of small local innovative manufacturers has brought some fresh air into deodorants.

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