Deodorants in Malaysia

PRE-COVID-19 PERFORMANCE

Time-saving, convenience and fresh scents continue to stimulate demand for roll-on and spray deodorants in 2019

Deodorant sprays and deodorant roll-ons retained their popularity in Malaysia compared to the stick format, the latter of which continued to experience waning interest. Deodorant sprays, which recorded the highest volume growth in 2019, and roll-ons continue to appeal to local consumers mainly due to the wider variety of products available from the leading brands in these formats.

Innovation using serums appeal to consumers searching for products that offer greater specific value

The use of underarm serums was another innovative breakthrough in Malaysia towards the end of the review period, following the launch of Vaseline Women Deodorant Dry Serum, available in Ultra Whitening, White & Smooth and White & Dry variants, and enhanced with collagen. The deodorant serum claims to repair underarm skin 20 layers deep, and is available in a squeezable plastic tube format.

Multinational players continue to invest in innovative deodorants, leading to share gain for leaders Unilever and Beiersdorf

Deodorants continued to be led by multinational players such as Unilever (M) Holdings, Wipro Unza, Beiersdorf Malaysia and Avon Cosmetics (M) Sdn Bhd, offering their global brands Rexona, Dashing and Nivea Deodorant, and direct selling brand Avon. These products benefit from strong distribution networks, a long-established presence and strong marketing.

2020 AND BEYOND

COVID-19 impact

Value sales of deodorants are now expected to grow by 2% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an expected 5% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

Despite the predicted overall slower growth by deodorants in 2020 in response to COVID-19 due to social distancing, and lack of access to gyms which may lead to some consumers using deodorants less frequently, deodorant sprays is predicted to record stronger demand, particularly compared to roll-on and stick formats, which are set to record low volume growth and decline, respectively. This is likely to be linked to the more affordable average unit price of deodorant sprays, and the fact that many consumers appreciate that many sprays double up as a fragrance or body spray, helping them to save money during a period of uncertainty.

Recovery and opportunities

Normalisation of purchasing behaviour is set to return from 2021 with stronger value growth (at constant 2019 prices) predicted overall compared to the review period. Consumers are likely to return to searching for deodorants that offer greater specific value such as those that offer greater protection or attractive scents as they return to the workplace, socialising and exercising at gyms.

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