Deodorants in Ireland

PROSPECTS

Demand for “natural” to drive sales growth

Overall deodorants is expected to continue to see positive growth over the forecast period. Consumers consider deodorants products everyday essentials and this will continue to be the case.

Sprays to remain the largest category

Deodorant sprays is expected to register the strongest retail value growth over the forecast period although growth is likely to be slower compared to the review period. This will be due largely to category maturity and less innovation compared to the review period, particularly with compressed product formats.

Brexit will be a challenge for manufacturers, particularly UK brands

One significant challenge to the category in the coming years is Brexit. At the end of the review period there remained a lack of certainty about the implementation of a border between Northern Ireland and the Republic of Ireland.

COMPETITIVE LANDSCAPE

Dove and Dove Men + reformulations help strengthen Unilever’s dominance

Unilever Ireland Ltd remained the category leader in 2017. The company continued to dominate deodorants with several brands that built loyal consumer bases over the years.

Allegro Ltd, which distributes Nivea, is one of the fastest-growing players

Allegro Ltd was the fastest-growing player in 2017. The Nivea brand continued to drive this growth due to strong brand campaigns for Nivea and Nivea for Men.

Growing demand for natural products

There was strong demand for natural products among Irish consumers. While this initially started in food, it migrated into beauty and personal care and was an emerging trend in deodorants.

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