Deodorants in Norway

PROSPECTS

High degree of maturity hinders growth

Deodorants continued to register negative value sales development in 2018. Despite a high degree of maturity, deodorants managed to register positive value growth for most years at the beginning of the review period.

Deodorant sprays and creams continue to lead the decline

Deodorant sprays and creams have registered the worst performance within deodorants throughout the review period. The gradual shift towards deodorant roll-ons and sticks is a result of consumers opting for more natural options and convenient application.

Grocery channel losing share but remains dominant

While other channels, such as pharmacy, internet retailing and beauty specialist retailers, are gaining in value share, the grocery channel continues to account for the majority of sales. Similar to other hygiene categories, such as bath and shower, deodorants are considered everyday products with a relatively limited timespan, resulting in consumers finding it convenient to purchase them while grocery shopping.

COMPETITIVE LANDSCAPE

Orkla Care continues to lead value sales

Orkla care continued to reinforce its leading position in 2018. The company’s leading brand, Sterilan, continued to maintain its strong value share, while its Dr Greve brand augmented its position.

Pharmacy brands augment value share

Similar to most categories within beauty and personal care, pharmacy brands, such as Cosmica, Cliniderm and Dermica, augmented their position within deodorants in 2018. Pharmacies’ strong focus on customer service and more natural products has appealed to most consumers.

Mature environment results in slow-moving competitive landscape

While pharmacy brands and premium alternatives have gained in value share throughout the review period, their positions have been augmented at a slow pace. The high grocery share combined with mass brands incorporating many of the same characteristics as premium and strong brand images have resulted in most leading brands, such as Sterilan, Nivea and Dove, maintaining their strong positions.

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