Deodorants in Croatia

PRE-COVID-19 PERFORMANCE

Croatians prefer spray deodorants, free-from attributes increasingly important

Croatian consumers remained quite traditional regarding their choice of deodorant in 2019: they continued to prefer sprays over more modern alternatives such as roll-ons and sticks. Sprays accounted for more than three-quarters of sales at the end of the review period, with only roll-ons able to compete.

High level of consumer trust in large brands means limited potential for smaller competitors

Consumers demonstrated a strong preference for branded products in 2019, especially the best-known offerings. Consumers have greater trust in established brands, to the extent that outside the popular brands such as Nivea, Rexona, Axe and Dove, there is little space for other players to compete.

Premium products see stable but limited demand among more affluent consumers

However, companies marketing premium products were not particularly active. Premium products had a stable consumer base, but their reach remained limited.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to see negative growth of 4% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to the -0.

Affected products within deodorants

All deodorant categories are set to see weaker growth in 2020 than in 2019 due to the economic impact of COVID-19. Consumers are set to prioritise necessities and trade down from high-priced products to mass or private label alternatives.

Recovery and opportunities

With awareness of health and cleanliness at the forefront of consumers’ minds as a result of the pandemic, deodorants marketed with antibacterial properties may perform well. Similarly, products in small, portable packaging formats may appeal to consumers for on-the-go use outside the home.

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