Deodorants in Norway

PRE-COVID-19 PERFORMANCE

Growth hindered by maturity of category and polarised competition

Deodorants saw negligible value growth in 2019, as it as a very mature category and is therefore both stable and stagnant. Deodorant is an essential product which requires repeat, regular purchases, therefore it will continue to perform.

Roll-ons remain strongest sellers and sprays see little chance of recovery due to eco issues

Deodorant roll-ons remained by far the largest sub-category in value terms in 2019, with deodorant sprays holding a significantly smaller value share and continuing to be on the decline. This evidences consumer demand for more eco-friendly products, as aerosols are increasingly unpopular due to their negative properties.

Pharmacy brands continue to increase in popularity, in slow-paced competition

Orkla Care AS continued to lead in 2019, thanks to its top Sterilan brand, along with Dr Greve. The player holds a strong position in the grocery channel and its brands are well-known, with high visibility.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

Deodorants is a mature category which is already set in its drivers and trends, therefore there is only a small impact seen from COVID-19 thus far, in terms of a slight drop in frequency of use due to limited social activities. Declines in value can also be attributed to higher competition from lower-priced grocery stores, as premiumisation is less important in deodorants than in other categories of beauty and personal care and Norwegian consumers are happy to purchase the deodorant which works best for them, as opposed to the most expensive.

Recovery and opportunities

Deodorants is somewhat restricted by the maturity of the category and is driven by the fact deodorants are essential products requiring regular usage and therefore regular purchase. The main trend for growth is for natural and eco-friendly products and this trend has already been noted, with almost-all deodorants competing to similar degrees regarding their natural positioning.

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