Malaysians continue to show a strong preference for deodorant sprays and deodorant roll-ons over deodorant sticks. Consumers prefer these two types of deodorants mainly due to the larger variety of products available from the leading brands in these formats.
Deodorant brands such as Nivea and Rexona continued to lead marketing and promotional activities in 2018, especially with bundle packaging. Consumers often purchase bundle packaged deodorants which contain two or three bottles within the box.
Deodorants saw the launch of a larger number of innovative products in the review period. Underarm serum was one of these breakthroughs, launched by Vaseline to expand its share within deodorants.
International players such as Unilever (M) Holdings, Wipro Unza, Beiersdorf Malaysia, Coty and Mandom dominated deodorants with major brands such as Rexona, Nivea, Dashing, Enchanteur, Romano and adidas in 2018. The deodorant brands marketed by these companies through their strong distribution networks have gained relatively significant shares of sales.
Physical retail stores, including supermarkets (such as AEON), hypermarkets (such as Tesco) and health and beauty specialist retailers (such as Watsons and Guardian) remained the leading distribution channels for deodorants in 2018. Consumers often visit these outlets to purchase deodorant sprays and deodorant roll-ons due to the large number of discounts and promotional packs available.
Offline retailers are predicted to remain the most popular distribution channels for deodorants in Malaysia during the coming years. Although internet retailing is expected to see marginal growth in its distribution share, consumers perceive purchasing deodorants through offline retailers is more convenient and better value for money.
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This industry report originates from Passport, our Beauty and Personal Care market research database.