Deodorants in Israel

PROSPECTS

The product marking regulation decreases the prices of deodorants

The prices in many personal care categories are very high in comparison with the same products and brands overseas. Aiming to decrease this gap and lower the price of living in Israel, the Ministry of Economy imposed a new regulation at the beginning of 2018, which requires retailers to display alongside their prices the price of the same products in markets overseas.

Consumers seek cheaper ways of buying deodorants

Due to the high prices of deodorants, consumers are turning to alternative purchasing methods. Deodorants are considered a necessity by most consumers, especially in the warm climate, and as the population continues to grow, so do sales of deodorants.

Spray and roll-on deodorants lead

Deodorants is made up of deodorant creams, sticks, roll-ons and sprays; sprays is the largest category, followed by sticks, then roll-ons, and lastly creams. Spray and roll-on formats are seeing the fastest current value growth and are expected to continue to see strong growth in the forecast period.

COMPETITIVE LANDSCAPE

Unilever Israel leads deodorants

Unilever Israel led deodorants in value terms in 2018, with strong brands such as Axe, Dove and Rexona. Axe and Dove are amongst the leading brands in the category; their success is due to the company’s vast distribution and the constant launch of new fragrances and products within deodorants.

Sets/kits featuring several products

Brand promotions often include sets/kits featuring products across several categories. For instance Unilever Israel launched a beauty care package for women which was promoted before the holiday season.

The launch of healthier deodorants

Health trends continued to grow in 2018, as consumers increasingly focused on being active, eating healthily and limiting the ingredients that their body encounters. As a result, consumers are beginning to seek deodorants with more natural ingredients; however, they are not willing to give up on long-lasting quality, since the warm summers and active lifestyles cause sweating.

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