Deodorants in Finland

PROSPECTS

Mature roll-on deodorants will see declining growth rates in the forecast period

Finns have traditionally opted for roll-on deodorants and their selection has been better than for other deodorant types. Although other areas of deodorants have become more attractive to consumers, roll-ons still accounted for well above half of the sales value in Finland in 2017.

Deodorant sticks and creams are still relatively small but have strong growth potential

Deodorant sticks and creams still had relatively low shares of deodorant sales in 2017. However, in 2016-2017 there were various launches of both product types.

If well positioned, premium deodorants have opportunities to gain share

In comparison to several other areas of beauty and personal care, the share of premium deodorants was low in 2017. There has been a limited choice of premium products in the marketplace, but this is slowly changing, and growth rates are expected to be healthy in the forecast period.

COMPETITIVE LANDSCAPE

Multinational Unilever Finland and Beiersdorf account for almost half of sales

Unilever Finland ranked first in deodorants in 2017 – its Rexona brand led, whilst its Dove brand ranked third. Beiersdorf was the second-ranking company in deodorants.

Local Herbina brand by Berner gains share during the review period

Local player Berner with its Herbina brand ranked third, and it continuously increased its value share during the review period. Herbina’s selection consisted of roll-ons and sprays including non-aluminium products as well as products with 48-hour effectiveness.

Private label share shrinking, whilst sales of fragrance extensions and natural brands are expected to grow

Private label’s share of deodorants sales value fell from 2015 onwards. This was mainly due to S Group discontinuing its Rainbow products.

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