Deodorants in Finland

PROSPECTS

Deodorant roll-ons struggles

Deodorants is a relatively mature category in Finland with deodorant roll-ons being the dominant format. With Finland’s economy in the early stages of recovery many consumers remained price conscious in 2018 and therefore retailers and players looked to attract sales through price discounting and special offers.

Premium deodorants on the rise

With the economy showing signs of improvement, premium deodorants saw stronger growth than mass deodorants in 2018, albeit from a significantly lower base. Premium products with natural extracts such as Clarins’ Roll-on Deodorant with Buchu Leaf, Witch Hazel and Rosemary saw strong growth in 2018, with mid- to high-income consumers showing greater care over the products they introduce to their bodies.

Consumers drawn towards products with natural ingredients

In a relatively stagnant category one trend that stood out in 2018 was the growing demand for products based on natural ingredients or which are perceived to be better for the environment. While brands such as adidas adipure and Nivea Protect & Care focused on promoting the ingredients they did not contain – such as alcohol and aluminium – other players focused on the ingredients they did contain.

COMPETITIVE LANDSCAPE

Multinationals dominate deodorants

Multinationals Unilever Finland Oy, Beiersdorf Oy and L'Oréal Finland Oy account for over half of all value sales of deodorants in Finland. With well-known ranges that benefit from strong marketing and distribution these players were able to increase their share over the review period with regular new product launches to maintain interest.

Local brands losing interest

Berner and Lumene are the leading domestic players in deodorants, occupying third and fifth place in the rankings respectively. Berner offers local brand Herbina, but this registered a decline in 2018 with a lack of new product development causing consumers to lose interest.

Private label struggles as economy recovers

Private label continued to lose share in 2018. With retailers Kesko and S Group both leaving the category earlier in the review period it has left Lidl Suomi Ky as the only significant supplier of private label deodorants.

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