Deodorants in Croatia

PROSPECTS

It is all about the ingredients

Deodorants had the bad luck of coming under the media spotlight for the questionable effects of some of their ingredients. Aluminium oxides and parabens have become danger words in beauty and personal care lately, and tend to lead consumers to rethink their beauty routine.

Deodorants has an identity crisis

In combination with bad publicity, some other elements are also making life harder for deodorants. Fragrances is recording strong growth, with some of these sales being taken from deodorants.

Spray dominates in terms of application format

The public is traditional when it comes to the usage of deodorants. Deodorant sprays is overwhelmingly the biggest format, accounting for three quarters of value sales in 2018.

COMPETITIVE LANDSCAPE

All new launches try to meet consumers’ expectations

Manufacturers have taken the situation in deodorants seriously, and are trying to rectify the unfavourable situation by launching products that might appeal to consumers. New products are created to meet all consumers’ expectations: avoiding the use of toxins and preservatives, and advertising products by promoting their features, either linked to non-harmful ingredients or skin care.

Consolidated competitive landscape

Deodorants has a rather consolidated competitive landscape: the top three players accounted for almost two thirds of overall value sales in 2018. The secret lies in the need for intense advertising in order to keep brands visible and maintain or increase value share.

The humble reach of Croatian players

The strength of the leading players in deodorants frightens potential players based in Croatia, because when they see how much the leading players are investing just to keep afloat, they consider their venture an impossible task. They lack the budget to intensively advertise, and cannot endure in the long run without scoring a good result relatively quickly.

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