Deodorants in Poland

PROSPECTS

Deodorants sees another year of stable growth

Deodorants in Poland is growing at a stable pace. Polish customers are placing more and more importance on personal hygiene, and with increasing disposable income they can also afford better quality products.

Aluminium-free products are a trend

Aluminium-free deodorants have been available on the market for years, but only recently they have become very popular. Previously, aluminium-free deodorants were a niche, reserved for small producers who directed their products at a very narrow group of consumers.

The outlook for deodorants is positive

Deodorants looks set to perform well over the forecast period. Despite the dominance of large players, there is still room for both volume growth and value growth, with prices expected to rise after a period of intense competition.

COMPETITIVE LANDSCAPE

Unilever Polska SA holds the lead in highly fragmented category

Unilever Polska SA (Dove, Rexona, Axe and other brands) maintained the leading position in deodorants in 2018. Unilever is followed by other international players Nivea Polska Sp zoo (Nivea and Nivea Men) and Coty Polska Sp zoo (Adidas, Playboy, among others) respectively.

Innovations receive growing interest from customers

Several interesting innovations appeared in deodorants towards the end of the review period and these were met with interest from customers. An example is compressed antiperspirants.

Distribution focused on drugstores/parapharmacies, discounters and supermarkets

Customers in Poland mostly buy deodorants in drugstores/parapharmacies and discounters. These channels have a similar share in terms of distribution, and their advantage over other channels stems from the rapid growth of large drugstore chains (Rossmann, Hebe, Super-Pharm etc) and discounters (Biedronka, Lidl, Aldi).

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