Deodorants in Poland

PROSPECTS

Protection against perspiration is most important, especially in summer

Polish consumers are looking for maximum effect in terms of long-lasting protection against perspiration. Due to the relative low importance of daily hygiene rituals (according to recent market study, only half of respondents declare daily body washing) some consumers treat antiperspirants as a fast and convenient replacement for showering.

Ingredients matter

An increasing number of consumers are paying attention to the ingredients that deodorants contain. Products made of natural ingredients remain a niche, but their popularity amongst consumers is rising.

Sprays remains most popular format, but other applications are growing faster

Deodorant sprays retained its dominant position as the most popular format in 2017. Although it continues to grow, due to high saturation and competition from body sprays this growth is quite slow.

COMPETITIVE LANDSCAPE

Category is fragmented, but still dominated by large, international players

Polish deodorants is highly fragmented, with many competing brands and players. Nevertheless, the three biggest players: Unilever Polska SA, Nivea Polska and Coty Polska Sp held combined dominant value share.

Advertising remains key factor

The biggest players were very active in advertising, which is key to driving sales. The biggest campaigns were for Nivea, launched in September in cooperation with famous celebrity Maja Sablewska under the slogan “Refresh your style with Invisible Black & White Fresh”.

Value for money

Polish consumers pay strong attention to price level and overall value for money. When discounters Biedronka and Lidl widened their offer of branded products in 2016, it forced drugstore chains to offer their products at almost constant promotions.

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