Deodorants in Pakistan

PROSPECTS

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 have led to robust growth of deodorants in Pakistan, especially among the young population that makes up 57% of the consumer market. A massively growing middle income group with rural-urban migration has brought more people into the consumption net and the rapid expansion of the modern retail landscape in the country has added to the variety of products that consumers have access to.

Sprays to remain the most popular format due to ease of use and greater awareness

Sprays is the most common format and is expected to remain so over the forecast period. This is because deodorants in households are mainly shared among the members of the family and consumption is occasional for special events only.

Low-priced perfumes will remain competition to deodorants for price-sensitive consumers

Awareness of the different usage and benefits of deodorants and perfumes remains limited and consumers increasingly use both interchangeably. Hence, low-priced perfumes continue 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.

COMPETITIVE LANDSCAPE

Unilever Pakistan Ltd led deodorants in 2018 with its many successful brands

A household name, Unilever Pakistan limited enjoys immense brand equity and consumer loyalty. In deodorants, the company has three brands: Axe, Rexona and Dove.

Newly launched Bold body spray by Hilal Care remained in growth in 2018

Hilal Care entered deodorants in Pakistan with its new brand Bold body spray. The brand claims to be a gas-less body spray that has more moisture than gas and hence, lasts longer.

Modern trade contributed greatly to growth of deodorants in the country

The increasing contribution of modern retailing in the retail landscape of the country has given consumers accessibility to a variety of products that were once not in their reach. In this manner, modern retailing has altered consumer preferences in multiple categories including deodorants in the country.

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