Deodorants in Estonia

PROSPECTS

Most Estonians prefer traditional deodorant types

Estonians tend to prefer more traditional deodorant types, which explains the dominance of deodorant roll-ons and deodorant sprays. At the same time, the constant innovation and regular updates in deodorant offerings show that consumers always look for improved deodorant formulas and do not stick to a particular product.

Deodorant roll-ons sees the fastest growth in 2018

Deodorant roll-ons saw the fastest value growth in 2018, largely due to successful launches of leading producers. Moreover, most novelties in 2018 came within this product format.

Increasing disposable income expected to contribute to category’s growth

Over the forecast period, deodorants is expected to see both volume and value growth. Increasing disposable income is set to be the major factor that will stimulate consumers to use a more diverse range of deodorants.

COMPETITIVE LANDSCAPE

Procter & Gamble and L’Oréal lead deodorants in 2018

Procter & Gamble was able to maintain its leadership in deodorants in 2018. However, the second leading player, L’Oréal, was very close in terms of value sales and the difference between the two companies’ value share in deodorants was rather insignificant.

Pariisi Vee sees the fastest growth in 2018

Pariisi Vee saw the fastest value growth in 2018. It distributes beauty and personal care products with a strong focus on premium and super-premium brands.

Intensified competition to prompt active innovation in upcoming years

The deodorants landscape will remain very competitive over the forecast period and success will require active innovation from leading players. Newcomers are expected to develop more as niche players driven by the developing health and wellness trend, primarily focussing on all-natural or organic products.

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