Deodorants in New Zealand

PROSPECTS

Body mists is a growth area within deodorant sprays

Deodorant sprays was revitalised over the review period with the introduction of body mists. Previously, deodorant sprays were either antiperspirant aerosol sprays for underarm odour protection, or body sprays used for more general body refreshing.

Deodorant pumps declines

Deodorant pumps has always been somewhat overshadowed by sprays, roll-ons and more recently sticks. Creams and pumps have never been popular formats in New Zealand.

High-strength and premium men’s deodorant sticks remain popular

Although deodorant sticks have always been more popular in men’s deodorants, they had a flat period leading up to the review period, as sprays and roll-ons were seen as more convenient and less messy, with sticks being considered sticky and clumpy. However, over the review period new technology led to the introduction of a stick format using a wind-up mechanism which squirts a cream-like formulation to be applied under the arm.

COMPETITIVE LANDSCAPE

Unilever dominates with its wide range

Unilever New Zealand dominated deodorants in 2017, increasing its value share. Lynx remained the top brand for the company, as well as in the category, with its value share unchanged from 2016.

Revlon remains strong

Over the review period, Revlon NZ continued to develop within deodorants, with Mitchum roll-on and stick (including high-protection) formats and Revlon branded body sprays. Revlon remained in fourth position in deodorants in 2017, unchanged from 2016; however, it gained ground over the review period, as in 2013 the company was fifth.

The Body Shop revamps its range

In 2017, The Body Shop’s product range in New Zealand was revamped; most likely an influence from the new global owner, Natura Cosméticos. Deodorant pumps were no longer available, with the main options being roll-on and stick, especially for men’s products.

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