Executive Summary

Jun 2019
PROSPECTS
Brand loyalty remains a key concern for deodorant manufacturers

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.

Convenience and penetration spark the introduction of pocket deodorants

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.

Deodorant roll-ons remains relatively niche

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.

COMPETITIVE LANDSCAPE
Vini Cosmetics remains the leader in the category

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.

Domestic and international companies launch innovative products

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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Deodorants in India

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Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in India with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Deodorants industry in India, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in India market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Deodorants in India?
  • What are the major brands in India?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Deodorants in India - Category analysis

HEADLINES

PROSPECTS

Brand loyalty remains a key concern for deodorant manufacturers
Convenience and penetration spark the introduction of pocket deodorants
Deodorant roll-ons remains relatively niche

COMPETITIVE LANDSCAPE

Vini Cosmetics remains the leader in the category
Domestic and international companies launch innovative products

CATEGORY DATA

Table 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 7 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Beauty and Personal Care in India - Industry Overview

EXECUTIVE SUMMARY

Complete transition to the GST allows companies to bring the focus back on consumers
Manufacturers launch smaller pack sizes to promote trials and convenience
Multinational players sustain leadership position despite competition from niche brands
Premiumisation through collaboration and curation to enhance brand image
Internet retailing serves as a platform for niche players seeking to expand consumer reach

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources