Deodorants in Portugal

PROSPECTS

Deodorants considered an essential part of consumers’ daily hygiene routines

In Portugal, deodorants are considered an essential part of consumers’ daily hygiene routines. The category’s stronger current value growth in 2017 when compared to the previous year can be attributed to consumers continuing to regularly buy these products even if they were not on promotion.

Sprays and roll-ons to remain the most popular formats

In 2017, sprays and roll-ons remained the most popular types of deodorant in Portugal as consumers continued to opt for more convenient and easy-to-apply formats. Smaller formats such as roll-ons have been welcomed for their added convenience as they are easier to store, handle or carry in a personal bag or when travelling.

Increasing awareness of potentially dangerous ingredients

Consumer awareness of the various ingredients and chemicals present in the products they buy is increasing. As a result, deodorant manufacturers have started to reformulate their products in order to remove aluminium chlorohydrate, which is widely perceived as being dangerous.

COMPETITIVE LANDSCAPE

Unilever Jerónimo Martins remains the clear leader in deodorants

Unilever Jerónimo Martins remained the clear leader in deodorants in 2017, largely thanks to its multi-brand strategy. The company offers eight different brands, with three of them ranking among the top four in the category, namely Rexona, Dove and Axe.

Deodorants remains a concentrated category despite the presence of many players

Despite the presence of many companies, deodorants remained a concentrated category in 2017, with the three leading players - Unilever Jerónimo Martins, Beiersdorf Portugal and L’Oréal Portugal - together accounting for nearly three quarters of overall value sales. These internationally-owned manufacturers are all expected to continue to benefit from strong brand strategies and developments at global level thanks to the financial clout of their parent companies.

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