Deodorants in Estonia

PROSPECTS

Sprays and roll-ons to remain the most popular formats

When choosing a deodorant, Estonians continued to prefer sprays and roll-ons over other formats in 2017. Cream deodorants appeared in the Estonian marketplace several years ago, but so far have not managed to build a solid consumer base.

Women are the main consumers of deodorants

Whilst sales of men’s deodorants are growing, products formulated specifically for women accounted for more than half of the value share in 2017. Usually, women own several deodorants that are used interchangeably.

Premium deodorants are on the rise

The majority of Estonians prefer to use mass market deodorants on a daily basis, but sales of premium products are on the rise. Increasing disposable income makes premium products more affordable and this is expected to maintain growth in premium products in the upcoming years.

COMPETITIVE LANDSCAPE

Procter & Gamble maintains a leading position, but L’Oréal is challenging it

In 2017, Procter & Gamble managed to sustain its lead in deodorants. The company owns a wide range of brands across different price categories, but in Estonia it is best known for Gillette, Old Spice, Hugo Boss and Secret.

Unilever enjoys a successful launch of Axe brand

Targeting male consumers, Unilever’s brand Axe secured a small value share in 2017. The company has effectively employed point-of-sale displays in the biggest retail stores to attract consumer attention to the new product.

Domestic manufacturers remain marginal

In 2017, deodorants in Estonia was dominated by international brands. Local producers such as Joik also have deodorants in their assortment, but their value shares remained very small.

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