Deodorants in Malaysia

2020 IMPACT

Flat performance for deodorants in 2020 with consumers maintaining basic personal hygiene during home confinement

The lockdown (or Movement Control Order) introduced by the government early in 2020 in response to the emergence of the pandemic subdued overall demand for deodorants due to the home seclusion trend with both current value and volume sales remaining flat. While many consumers continued to observe basic personal hygiene routines, the stay at home order which resulted in remote working and the extended closure of gyms from March to July reduced the need for more advanced higher value antiperspirant protection.

E-commerce gains stronger momentum during pandemic

While essential grocery retailers and drugstores/parapharmacies, the most popular distribution channels for deodorants in Malaysia, were permitted to remain open during the lockdown, they lost some ground to the nascent e-commerce as consumers became increasingly cautious about spending too long outside of their home environment. The convenience and perceived safety of home delivery offered by e-commerce in addition to competitive prices therefore became increasingly attractive to Malaysians.

Fairly consolidated landscape with leading multinationals gaining share

Deodorants remained a fairly consolidated competitive landscape with leading players Unilever (Rexona, Axe), Wipro Unza (M) Sdn Bhd (Dashing, Enchanteur) and Beiersdorf (Nivea Deodorant) all holding double-digit value share as these products benefit from strong distribution networks, a long-established presence and strong marketing, although smaller players under “others” gained further share from mid-ranked names Avon Cosmetics (M) Sdn Bhd and Tohtonku Sdn Bhd. Rexona strengthened its overall leadership of deodorants through consistent innovation using enhanced features in an attempt to differentiate from its competitors.

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