Deodorants in Pakistan

PROSPECTS

Need for social approval among young consumers will drive growth of deodorants

Consumers in Pakistan, of which 57% are young people, are increasingly becoming conscious of their hygiene and personal grooming and are spending more on products previously unused by their parents. Several factors led to this development in their spending and the subsequent growth of deodorants.

Sprays will remain the most widely used format

Deodorant roll-ons and sprays are the only two formats in Pakistan. While brands targeted at females such as Fa and Dove were successful in the roll-on format, brands targeted at men are mostly sold in spray format only.

Low-priced perfumes will remain a threat to deodorants

The traditional product used as a substitute for deodorants was talcum powder. However, young consumers are increasingly shifting to deodorants because it is longer lasting and because it is considered modern and higher class to use deodorants.

COMPETITIVE LANDSCAPE

Unilever Pakistan Ltd leads with multiple successful brands

A household name, Unilever Pakistan Ltd enjoys immense brand equity and consumer loyalty. It has three brands within deodorants: Axe, Rexona and Dove.

Hilal Care emerges as new player with its flagship brand Bold body spray

Hilal Care entered deodorants in Pakistan with its Bold body spray brand. It claims the brand is a gas-less body spray that has more moisture than gas and hence lasts longer.

International players dominate deodorants with their better distribution networks

Deodorants in Pakistan used to be dominated by international players. As first movers, they enjoy consumer loyalty.

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