Deodorants in Greece

PROSPECTS

Price wars continue to take a toll on value sales

Amid ongoing financial distress and downsized disposable incomes, consumers make calculated purchases. In this context, sales of deodorants were still characterised in 2017 by a frenzy of promotions.

Reappearance of deodorant sticks, decline in roll-ons and an offer-driven rise in sprays

One of the most notable developments in 2017 was the relaunch of Old Spice “Original” deodorant stick by Procter & Gamble Hellas SA, which revitalised deodorant sticks and contributed to the volume decline of deodorant roll-ons. At the same time, deodorant sprays saw volume sales increase, but value sales stagnate, driven by a frenzy of promotions.

“Natural” trend, innovation and sophistication against value erosion

Despite the ongoing promotional frenzy of the review period, deodorants benefited from innovation and evolved with a wide range of sophisticated products and claims. Targeting the increasing audience of health-conscious consumers, products with milder, skin-friendly formulas, fewer chemicals and a more natural positioning, free from parabens and aluminium, represent a key trend.

COMPETITIVE LANDSCAPE

Elais Unilever leads, followed by Sarantis and Beiersdorf

Elais Unilever Hellas SA remained the leading player in deodorants in Greece in 2017. The company owes its success to its Dove and Axe brands and continues to invest heavily in innovation and advertising campaigns to maintain its prime positioning.

Deodorants dominated by mass brands

The bulk of sales within deodorants derive from mass brands. They enjoy high levels of consumer awareness, and benefit from premiumisation trends and constant offers and discounts.

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