Deodorants in Pakistan

PRE-COVID-19 PERFORMANCE

Awareness of grooming and hygiene drives growth of deodorants among young consumers

The growing awareness of hygiene products and grooming essentials and the inclination to spend on personal care led to robust growth of deodorants in 2019, especially among the young population that makes up 57% of the consumer market. A massively growing middle income group and rural-urban migration, however, widened the consumer base while the rapid expansion of the modern grocery retailing added to the variety of products to which consumers have access.

Low-priced perfumes appeal to price-sensitive consumers while regular product launches sustain interest in deodorants

Awareness of the different usage and benefits of deodorants and perfumes remained limited in 2019 and consumers increasingly used both interchangeably. Hence, low-priced perfumes continued to be present as a significant product alternative for deodorants, especially in rural areas and smaller cities where antiperspirant qualities of deodorants are not widely known and consumers confuse such products with deodorants.

Unilever Pakistan Ltd leads deodorants in 2019 thanks to its wide portfolio of well-known brands

Unilever Pakistan Ltd continued to benefit from immense brand equity and consumer loyalty in 2019 which enabled it to maintain its category lead. The company was present with its Axe, Rexona and Dove brands.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to grow by 7% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 7% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

All categories of deodorants are expected to perform well in value sales at constant 2019 prices in 2020. However, economic concerns are likely to lead to greater price sensitivity among consumers, leading to a concentration on products that are deemed to be necessary.

Recovery and opportunities

As the crisis fades and the situation stabilises in the country, all channels are likely to reopen for deodorants which will widen consumer accessibility to these products once again. While the category is likely to remain relatively unaffected by the pandemic over the forecast period, there is likely to be a trading down to lower-cost brands due to ongoing economic concerns and accompanying price sensitivity among consumers.

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