Deodorants in Indonesia

PROSPECTS

Deodorant roll-ons leads

Deodorant roll-ons was the first type of deodorant available in Indonesia, and continued to lead in value terms in 2018. Consumers prefer products that are durable, affordable and easy to use.

Opportunity for deodorant sprays

Current value growth of deodorant sprays was strong in 2018 (the same as deodorant roll-ons), and the category has strong growth potential in Indonesia. These products are seen as an alternative for consumers looking for practicality, as they do not need to apply the product directly to the skin, but can just spray.

Positive outlook for deodorants

Deodorant has become a daily necessity for consumers in Indonesia. Product availability is huge, with manufacturers offering many different options of deodorants.

COMPETITIVE LANDSCAPE

Unilever Indonesia leads deodorants

Unilever Indonesia continued to lead deodorants in value terms in 2018, with its brands Rexona and Axe. Rexona is a long-standing brand in the country.

International brands lead

Similar to other beauty and personal care categories, international brands still dominated deodorants in 2018; Rexona, Axe and Nivea alone accounted for around a third of sales of deodorants in Indonesia. This is because of consumer trust in the quality of these brands, which are able to meet consumers’ expectations.

Internet retailing accounts for a rising share of sales

As internet retailing is growing, the competition in deodorants is also getting tighter between the channels. The leading brands are beginning to sell products in bundles online; these offer a relatively large discount compared with purchasing the products individually.

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