Executive Summary

Jun 2019
PROSPECTS
Lifestyles influence the choice of deodorants

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.

Bundle pack promotions

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.

Product innovation

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.

COMPETITIVE LANDSCAPE
International players drive sales

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.

Offline retailers lead distribution

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.

Marginal growth for internet retailing

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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Deodorants in Malaysia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Malaysia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Deodorants industry in Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in Malaysia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Deodorants in Malaysia?
  • What are the major brands in Malaysia?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Deodorants in Malaysia - Category analysis

HEADLINES

PROSPECTS

Lifestyles influence the choice of deodorants
Bundle pack promotions
Product innovation

COMPETITIVE LANDSCAPE

International players drive sales
Offline retailers lead distribution
Marginal growth for internet retailing

CATEGORY DATA

Table 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 7 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Beauty and Personal Care in Malaysia - Industry Overview

EXECUTIVE SUMMARY

An active year in beauty and personal care
A strong performance for products containing natural ingredients
Competitive landscape
Sensitive skin ranges are available in specialist retailers
Positive outlook for the forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources