Deodorants in Malaysia

2021 DEVELOPMENTS

Rise in demand for deodorants in 2021 as consumers spend more time outdoors

In 2021, Malaysia was in partial lockdown until October 2021 when work-from-home and stay-home orders were lifted. Consumers increased their frequency of usage as they gradually returned to the workplace, the gym, and spent longer periods of time outside of their homes socialising, which improved demand for deodorants.

Further expansion of deodorants in terms of formats and innovation

Greater demand for deodorants has led to further innovation in terms of formats, particularly for on-the-go usage with the category in Malaysia mainly restricted to sprays, roll-ons, and sticks. Gatsby Ice-Type Deodorant Body Wipes for instance, emerged towards the end of the review period and could gain momentum as an alternative and convenient option which is easy to carry outside of the home when access to a shower is limited, including outdoor activities such as camping.

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.

PROSPECTS AND OPPORTUNITIES

Forecast period is set to see notable improvement

As consumers gradually return to the workplace, the gym, and spend longer periods of time outside of their homes socialising, demand for deodorants is set to gain stronger momentum over the forecast period.

E-commerce set to gain stronger momentum over the forecast period

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.

Sprays to offer further competition to fragrances due to affordability

Deodorant sprays also has potential to offer further competition to fragrances, particularly over the early part of the forecast period when many consumers are likely to remain price sensitive due to high inflation and declining consumer purchasing power, as Malaysians look to more affordable alternatives. Ubermen Antiperspirant Body Spray Activ Cool which targets males clearly explains its multi-purpose properties in being able to offer antibacterial and odour protection, a body spray, and a cooling refreshing sensation which is likely to appeal to more active males.