Deodorants in Indonesia

PRE-COVID-19 PERFORMANCE

Growing focus on protecting sensitive skin leads to rising demand for natural and skin-friendly deodorants in 2019

A growing number of consumers are suffering from sensitive skin, chiefly due to the increasing use of waxing and IPL (intense pulsed light hair removal) treatments. These continued to gain popularity during the review period as consumers sought hairless skin, including armpit skin, while these treatments not only to remove hair but also prevent darker armpit skin.

Multinationals dominate, while men’s deodorants attract growing number in 2019

Unilever Indonesia continued to lead deodorants in value terms in 2019, with its brands Rexona and Axe. Rexona is a long-standing brand in the country and most consumers are very familiar with the brand, which is also available in all significant distribution channels, including even small warungs in traditional grocery retailers.

E-commerce grows from low base but impulse purchases support share of store-based retailing in 2019

Deodorants have a wide presence across distribution channels, with supermarkets, hypermarkets, drugstores/parapharmacies and many other channels having a significant distribution share. Most consumers buy deodorants when required from the most convenient outlet, typically when buying groceries or from the nearest store.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to decline by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 14% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

All product areas in deodorants are expected to be negatively impacted by the COVID-19 pandemic and lockdown but to varying degrees. Deodorant sticks are expected to see the sharpest value decline at constant 2019 prices due to having higher prices, with economic uncertainty encouraging consumers to economise.

Recovery and opportunities

Overall, deodorants is expected to see a slight value decline at constant 2019 prices over the forecast period. Sales are expected to remain muted not only due to the impact of economic uncertainty in the first half of the forecast period but will also be impacted by some switching to substitutes such as acidic facial toners or even lemon.

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