Deodorants in Norway

PROSPECTS

Natural ingredients and rising segmentation add value to a mature category

Following health concerns around using deodorants, formulations are coming under greater scrutiny, and natural ingredients are becoming more popular. Despite high maturity, deodorants saw a current value increase in 2017, partly as a result of consumers demanding more natural alternatives.

Gender segmentation is key to marketing deodorants

Segmentation within deodorants in Norway was comparatively limited during the review period. A certain degree of segmentation occurred with regard to longevity or durability, with or without perfume and antiperspirant.

Deodorant sprays and creams continue to struggle

Deodorant sprays and deodorant creams registered notable current value declines in 2017, whilst overall deodorants saw a positive performance. The gradual shift towards deodorant roll-ons and sticks is a reflection of consumers opting for more natural and convenient alternatives.

COMPETITIVE LANDSCAPE

Orkla Care reinforces its lead

Orkla Care continued to lead deodorants in 2017, gaining value share during the year. The relaunch of Dr Greve in 2016 remained the primary growth engine.

Pharmacy brands gain value share

Chemists/pharmacies gained value share in deodorants during the review period. Similar to most beauty and personal care categories, the success of this channel was driven by rising demand for more natural products, rising segmentation, the wider assortment of beauty products and a stronger focus on service compared with grocery retailers.

The launch of more natural products

The demand for natural products is predicted to have a continuing impact on deodorants over the forecast period. Natural products is a current topic in most industries, with organic and locally-sourced products seeing booming demand.

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