Deodorants is fragmented, with many well-established brands such as Fogg, Engage and Nivea offering deodorants at similar price points. Due to this, brand loyalty amongst consumers continues to remain low, with demand being driven by deodorants that offer the best value for money.
The slowdown in value growth of deodorants during 2015-2017 was a starting point for companies to focus on innovation to tap into a larger consumer base and widen the category. Over the last year, brands such as Engage, Axe, Set Wet and Yardley introduced pocket-sized deodorants, a convenient pack size for working consumers in urban areas.
The size of deodorant roll-ons is much smaller in comparison to that of deodorant sprays and pumps in India as consumers do not differentiate them from roll-ons. Whilst deodorant sprays and pumps are used to reduce body odour, roll-ons are antiperspirants, which help curb sweat.
Vini Cosmetics continued to lead deodorants due to the value proposition offered by Fogg. The auto-pause mechanism in their deodorant reduces wastage of spray, offering consumers more value for money.
Fierce competition at the top has caused existing companies to invest in new technology and revamp their product offerings to increase brand loyalty and tap into new consumer segments. In 2018, Nivea India launched Nivea Men Duo, a unique dual-phase deodorant with two layers, blue liquid on the top and transparent liquid below.
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This industry report originates from Passport, our Beauty and Personal Care market research database.