Executive Summary

Jun 2019
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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Deodorants in Ireland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Ireland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Deodorants industry in Ireland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in Ireland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Deodorants in Ireland?
  • What are the major brands in Ireland?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Deodorants in Ireland - Category analysis

HEADLINES

PROSPECTS

As an everyday essential, deodorants will continue to see sales growth
Opportunity for ethical and natural deodorant products
Brexit is a threat to manufacturers and retailers within the deodorant category

COMPETITIVE LANDSCAPE

Unilever Ireland dominates deodorant sales in Ireland
Private label making gains but brands fighting back with promotions
Growing demand for natural deodorant products

CATEGORY DATA

Table 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 7 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Beauty and Personal Care in Ireland - Industry Overview

EXECUTIVE SUMMARY

Premium sales driving overall beauty and personal care sales growth in 2018
An increase in the number of domestic brands growing their sales
L’Oréal (UK) leads a relatively fragmented market
Innovation is the key driver of beauty and personal care sales
An uncertain future for players pending the outcome of Brexit

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources