Deodorants in Georgia

PROSPECTS

Hot climate helps maintain growth and further development

The performance of deodorants is expected to remain positive as it still has significant room for growth. The availability of deodorants continued to rise, as not all distribution channels offered them, especially in rural areas.

Probable obstacle to growth

There is a stigma regarding deodorants among some Georgian consumers, that their usage can cause an increase in chances of developing cancer. This belief is more present among the older generations which tend to minimise consumption of deodorants or refuse to use them at all.

Unit prices expected to be stable over forecast period unless devaluation reappears

Deodorants tend to be distributed through grocery retailers, chemists/pharmacies as well as direct sellers. Therefore, the competition is expected to intensify over the forecast period.

COMPETITIVE LANDSCAPE

Wide portfolio sustains leadership

In 2017, deodorants continued to be led by Unilever Group. The company offers a wide product portfolio, being mainly presented with Rexona, Axe and Dove, which are sold as deodorant sprays, roll-ons and sticks.

Regardless of narrow targeting, Beiersdorf’s Nivea ranks second in brands

Beiersdorf’s Nivea Deodorant ranked second amongst brands in 2017. The product targets women more than men and is positioned as a very high-quality product.

Emerging modern formats of store-based retailing compete with direct sellers

Major direct sellers such as Oriflame and Avon did not record any significant growth over the review period. The direct sellers managed to keep up with the pace of overall deodorants’ value growth but only Avon was able to gain share.

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