Deodorants in Malaysia

PROSPECTS

The penetration of more fashion brands

A surging number of fashion brands continued to penetrate deodorants in 2017. For example, the increasing visibility of fashion brands such as adidas was seen within deodorant sprays, deodorant roll-ons and deodorant sticks.

Deodorant sprays sees the strongest growth

Deodorant sprays displayed the strongest growth within deodorants in 2017. Malaysians showed a move towards deodorant sprays due to their less greasy and sticky feeling compared with deodorant roll-ons and deodorant sticks.

Clear product segmentation

Product segmentation remains strong in deodorants, with men’s deodorants differentiated from women’s deodorants. This is mainly due to scent preference and the positioning of the products being marketed.

COMPETITIVE LANDSCAPE

Consumers favour international brands

International players led deodorants in Malaysia during 2017. Several leading international beauty and personal care players, such as Unilever (M) Holdings, Wipro Unza and Beiersdorf Malaysia, topped the ranking in deodorants with mass brands such as Rexona, Nivea, Dashing and Enchanteur.

Distribution through store-based retailers

Store-based retailers such as hypermarkets and supermarkets continued to serve as the most important distribution networks for deodorants in 2017. Tesco, Giant and AEON possess large shelf displays for mass deodorant brands.

The launch of more fashion brands

Over the forecast period, a larger number of manufacturers of fashion brands are expected to penetrate deodorants by launching new ranges of deodorant sprays. This is because consumer demand is being directed towards deodorant sprays, with deodorant roll-ons and deodorant sticks encountering slower growth.

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