Deodorants in Latvia

PROSPECTS

Maturity of demand continues to suppress the category’s overall growth potential

Deodorants are already seen as essential products by the vast majority of Latvian people and for this reason sales of deodorants are already well-developed and the category is already highly mature. This means that it can be difficult for companies present in deodorants to generate high sales growth, while there is little chance of major changes being seen in the established leading brands, distribution trends or prevailing consumer preferences.

The health and wellness trend to continue influence the main trends in deodorants

The health and wellness trend remains in full effect in Latvia and it also continues to influence sales of deodorants, Specifically, consumers are starting to become more aware of the potential long-term health effects of using certain types of deodorants, mainly deodorant sprays. This contributed to the declining volume sales seen in deodorant sprays in 2018 as consumers shifted towards deodorant roll-on, deodorant creams and other options which are seen as less harmful.

Few changes expected are expected in the prevailing trends over the forecast period

The prevailing trends in deodorants during the review period were the health and wellness-inspired shift away from deodorant sprays, the rising interest in products that are positioned as natural and the premiumisation trend. All of these are set to remain influential over the category during the forecast period, with increasing numbers of consumers likely to become prepared to spend more on deodorants that are more effective, more aromatic and more natural.

COMPETITIVE LANDSCAPE

Stability in the competitive environment and entrenched positions of incumbent leaders present barriers to entry

Sales of deodorants are fairly consolidated between the three leading players L’Oréal, Unilever and Coty, which combined accounted for around half of value sales in the category in 2018. The rest of the category is highly fragmented, although prominent among the names in the chasing pack are major multinationals such as Beiersdorf, Henkel, Procter & Gamble, Colgate-Palmolive and Avon, among others.

Numerous new products are seen in men’s deodorants in 2018

One of the strongest growth areas in deodorants towards the end of the review period was men’s deodorants. Products designed specifically for men are becoming more popular as Latvian men pay more attention to their personal grooming, particularly as white collar job opportunities increase, expanding the consumer base of men who are required to be highly presentable in the workplace.

Higher quality products with added value set to be the most successful

As demand for deodorants becomes more sophisticated, more expensive products that offer value-added benefits are expected to generate a stronger performance over the forecast period. In particular, this is expected to be related to the health and wellness trend, focusing benefits such as being free from alcohol and parabens and being suitable for sensitive skin, among others.

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