Deodorants in Denmark

PROSPECTS

Demand for deodorant sprays continues to fall

Sales of deodorant sprays continued to decline in 2018 as a growing number of Danish consumers view these products as harmful to the environment and therefore prefer to use other deodorant formats such as roll-ons or sticks, which both witnessed retail value growth in 2018. While deodorant sprays still accounts for a sizeable share of overall deodorants, this is declining as consumers move to alternative products.

Functionality and product efficacy remain key attributes...

Reassurance around product functionality and efficiency will likely remain a key factor for consumers in their purchases of deodorants. Many brands already promise 24-hour or 48-hour protection, with these claims rapidly becoming the norm.

...while natural and free from become key features

However, the category is also feeling the impact of the healthy living trend and the promise of strong protection does not negate the simultaneous demand for more natural and free from products which are safe to use. The challenge for manufacturers over the forecast period will be to develop products that are increasingly natural and safe to use without compromising on the long-term protection consumers have become accustomed to.

COMPETITIVE LANDSCAPE

Deodorants characterised by major global players

Unilever Danmark continued to lead deodorants in Denmark with a solid advantage over the second-placed player, Colgate-Palmolive, with Beiersdorf in third place. Together the three leading players accounted for a substantial share of deodorants in 2018.

No major shift expected, but opportunities in niches

As the brands marketed by the leading players are likely to remain amongst the most popular with Danish consumers, it is unlikely that any major shift will occur in the competitive landscape over the forecast period. However, opportunities may exist for smaller players in more niche segments such as natural, organic and premium deodorants as consumer interest in these types of deodorants continues to grow.

Inexpensive brands make it difficult for private label

With strong brands such as Axe, Rexona, Sanex and Nivea widely available in Denmark and often with promotional discounts, it has been difficult for private label deodorants to gain any significant value share. As the popular brands are already available at relatively low prices, unit price has largely become an insignificant factor in the competition between private label and branded deodorants.

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