Deodorants in Italy

PROSPECTS

Italians will continue to opt for convenience

With increasingly hectic lifestyles, Italians are looking for convenient solutions that allow them to save time and make their life easier. This trend is favouring deodorant sprays and roll-ons, which are perceived as being easier to apply and more time saving compared to other deodorant types.

Aluminium-free deodorants remain high in demand

Antiperspirants are set to remain the most demanded deodorants in Italy, with the leading brands expected to continue to offer this option. Nonetheless, although there has not yet been evidence regarding the negative health effects of aluminium salts in deodorants, many Italians are increasingly concerned about this ingredient.

Other “free from” formulations will be increasingly valued

Consumers will also appreciate formulations that are free from alcohol, fragrance and parabens and containing natural ingredients such as aloe vera, cucumber, eucalyptus and tea tree oil. Consumers will also welcome added properties such as skin moisturising, stain-free properties and antibacterial properties.

COMPETITIVE LANDSCAPE

Unilever’s Dove remains the leader

Unilever’s Dove has consolidated its leadership in deodorants in Italy, benefiting from the revision of its deodorant lines in 2017, which included innovative antiperspirant products offering protection from sweating for 48 hours and with a more delicate alcohol-free formulation containing moisturising ingredients found in facial moisturisers used in skin care, such as sunflower seed oil. At the international level, Unilever will launch “rechargeable” packaging for some of its products including Dove and Axe deodorants, and it is possible that this initiative will also interest the Italian market.

Other leading players respond to demand for alcohol- or aluminium-free and other types of deodorants reflecting the health and wellness and natural trends

Neutro Roberts from Società Italo Britannica L Manetti - H Roberts remained the second-ranked brand in 2018, appreciated by consumers for its alcohol- and/or aluminium-free deodorant lines. Infasil by Aziende Chimiche Riunite Angelini Francesco followed; it invested in new advertising on Italian TV promoting its Infasil 2C deodorants line, containing the 2c molecule, which activates with sweat and releases a fresh fragrance.

Innovation expected to remain a key growth driver

Whilst many consumers in Italy will not be interested in innovation and will remain mostly price sensitive over the forecast period, demand for innovation will remain a key growth driver, following on important new launches introduced over the review period. The competition amongst brands in deodorants is expected to build up and to translate into further investments in new product launches and advertisement.

Files are delivered directly into your account within a few minutes of purchase.