Deodorants in New Zealand

PROSPECTS

Multiple reasons for increasing demand

Demand for deodorants in New Zealand has been gradually increasing due to rising temperatures, humidity and increasingly active lifestyles. Due to global warming, temperatures are generally increasing, further impacting humidity levels in New Zealand, and forcing consumers to use deodorants more frequently.

Natural scents and aluminium-free deodorants experience rising demand

Natural deodorants with essential oils are experiencing growing demand in New Zealand. Adore Beauty, for example, has a separate filter which allows consumers to search for artificial-free, fragrance-free and organic deodorants on its website.

Emerging new formats of cream and powder

Deodorants in cream form are experiencing growing demand in New Zealand with brands such as Woohoo, Earth Purities and Axilla introducing natural, vegan and organic deodorants. These products are some of the best sellers on the Oh Natural website.

COMPETITIVE LANDSCAPE

Unilever leads through innovation

Unilever retained its leadership of deodorants with its extensive brand portfolio including Rexona, Lynx and Dove. The company introduced Clinical Protection deodorants under its Rexona line, offered to both men and women and in two different formats – aerosols and roll-ons.

Competitors look for ways to gain share

With the growing athleisure lifestyle trend, brands are innovating and introducing products that target consumers who are always on the move. Second-ranked Beiersdorf launched its Everyday Active anti-perspirant range under Nivea which claims to provide 48-hour protection from perspiration.

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