Deodorants in Greece

PROSPECTS

Ongoing price wars keep squeezing value sales

During 2018, deodorants remained under intense promotional pressure, with discounts and promotions, frequently in the form of 1+1, being in the order of the day. Financially constrained Greek consumers have been accustomed to chasing after offers, and the continuation of the promotional frenzy took a toll on value sales in 2018.

Growth for the re-emerging category of deodorant sticks, small decline in roll-ons and sprays

The relaunch of Old Spice “Original” deodorant stick by Procter & Gamble Hellas in 2017 revitalised the previously declining category of deodorant sticks, which continued to see volume growth in 2018, enhanced by new variants and backed by advertising. Having been inflated by the promotional frenzy of the previous year, roll-ons and sprays saw their volume sales slightly decline in 2018.

Innovation and “green” trend versus devaluation

Consumer trends in 2018 increasingly revolve around “greener” products, ie products with milder, skin-friendly formulas, fewer chemicals and a more natural positioning, free from parabens, alcohol and aluminium. In line with this trend, innovation and sophistication is constant in the category, as a means of retaining unit prices.

COMPETITIVE LANDSCAPE

Elais Unilever leads, followed by Sarantis and Beiersdorf

Elais Unilever Hellas remained the leader in deodorants in 2018. Based on its Dove, Axe and Rexona brands, it invests constantly in innovation and advertising campaigns to maintain its prime positioning.

Mass brands dominate

Mass brands account for majority of deodorant sales, enjoying high levels of consumer awareness, and benefiting from widespread distribution, constant innovation and promotions.

New launches

The most characteristic 2018 launches are Rexona Motion Sense Active Protection (in spray, roll-on and stick format), which contains “smart capsules which respond directly to movement”, and the new Dove Invisible Dry spray, which is “tested on 100 colours, with 1/4 moisturising cream”.

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