Deodorants in Greece

PRE-COVID-19 PERFORMANCE

Growth driven by less promotional activity as sprays and roll-ons dominate sales

Deodorants recorded increasing value sales during 2019 and this positive trend can be attributed mainly to the relaxation of promotional intensity in the category. Earlier in the review period, 1+1 offers and heavy price discounts were commonplace in the category and this obviously took its toll on value growth rates.

Elais Unilever lead sales in deodorants as GR Sarantis remains the top local player

Elais Unilever Hellas maintained its leadership in deodorants in 2019, with its stable of well-established brands including Dove, Axe and Rexona underpinning its position. Elais Unilever supports its brands with frequent innovation and regular advertising campaigns.

Innovation remains an important element of deodorants in Greece

With promotional activity in deodorants softening towards the end of the review period, the category’s leading players began to focus more on innovation as a source of consumer demand. Nivea Deo Beauty Elixir Sensitive was one of the most prominent launches in the category during the year.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is in line with the expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

It is unlikely that any specific category of deodorants will have been affected more or less than any other due to COVID-19. However, the uncertainty that COVID-19 has wrought on the economic situations of very many Greek households means that sales of premium deodorants are likely to have come under more pressure than sales of mass deodorants.

Recovery and opportunities

The main influence on demand for deodorants in Greece is the prevailing weather conditions, especially during the country’s long, hot and dry summer. With temperatures in Greece slightly lower during spring and early summer 2020 than during the same period of 2019, sales growth in deodorants is likely to be more muted as well.

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