Deodorants in Indonesia

PROSPECTS

Deodorant roll-ons boost sales of deodorants in Indonesia

Deodorant roll-ons, as the first type of deodorant in Indonesia, continued to lead sales in 2017. Consumers prefer products that are durable, affordable and easy to use.

Potential for deodorant sprays

Deodorant sprays holds great potential for future growth and are perceived as one of the alternative formats for consumers looking for practicality where they do not need to swipe directly onto the skin. The sprays’ particles are also small, so there are no concerns regarding the staining of clothes, especially young adults who often work with light coloured shirts.

Promising outlook for deodorants ahead

Deodorants has become a daily necessity for consumers in Indonesia and product availability is huge. Competition within deodorants might change when one of the leading three players increases their presence by creating new innovations or aggressively penetrating the category.

COMPETITIVE LANDSCAPE

Unilever Indonesia leads

Unilever Indonesia continued to lead sales in 2017 with Rexona, which has a longstanding presence. Most local consumers are very familiar with Rexona, and as such its brand image is extremely strong.

International brands lead deodorants

Similar to other beauty and personal care products, international brands continued to dominate, including Rexona, Axe and Nivea. This is linked to consumers’ trust in these brands regarding their quality.

Internet retailing records positive contribution

As internet retailing emerges, competition for distributing deodorants will intensify. The leading brands will begin to sell products in bundles, which offer a relatively large discount: consumers can purchase bundle products by Dove deodorants and Dove shampoo with a price gap if purchased individually at around IDR25,000 on Shopee site.

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