Deodorants in Ireland

PROSPECTS

As an everyday essential, deodorants will continue to see sales growth

Deodorants will continue to see positive value growth over the forecast period. Deodorant is perceived as an everyday essential.

Opportunity for ethical and natural deodorant products

One threat to the category’s forecast growth is the growing awareness amongst consumers regarding ethical consumerism. Ireland experienced extreme weather events in 2018 with record levels of snow falling in March and a long period of sunshine and drought in the summertime.

Brexit is a threat to manufacturers and retailers within the deodorant category

The uncertainty surrounding Brexit remains a significant challenge to the deodorant category in the near future. The possibility of a hard Brexit or no deal at all is becoming more probable as time goes on, which will pose a challenge for the deodorant category due to a number of brands basing their operations for Ireland in the UK and the need to import the products from there.

COMPETITIVE LANDSCAPE

Unilever Ireland dominates deodorant sales in Ireland

Unilever Ireland was the leading player in the category in 2018. The company has several brands operating within this category including Lynx, Sure and Dove.

Private label making gains but brands fighting back with promotions

Private label sales within the category continued to grow 2018 as consumers see less difference between branded and own label products. However, there is still a perception by some that private label is not as effective within the deodorant category compared to their branded counterparts.

Growing demand for natural deodorant products

Demand for natural and chemical-free products has continued to increase in Ireland, although it remains a major niche in terms of total category sales. There is a growing awareness as to what consumers put in and on their bodies and this has helped increase demand for natural deodorants.

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