Deodorants in Russia

PRE-COVID-19 PERFORMANCE

In 2019, growth is hampered by heavy discounting in deodorants, impacting overall value sales

Despite recording growth in deodorants in 2019, growth is stifled by heavy discounting across the industry partnered with a high level of saturation. In the context of an ongoing economic slowdown and a decline in Russians’ disposable incomes, consumers continued to make more rational purchasing decisions.

Products with a natural positioning continue to gain ground in 2019, as roll-on formats drive growth

Sales of deodorants with a natural positioning performed well in 2019, in line with rising demand for natural beauty and personal care products. More Russian consumers believed that the frequent use of deodorants and antiperspirants containing aggressive chemicals, such as aluminium-based compounds and parabens, can be a risk to health.

Unilever Rus OOO maintains its lead in 2019, offering new products targeted at teens to widen its consumer base

Unilever Rus OOO maintained its dominance in deodorants in value terms in 2019 in Russia. Its strong position was attributed to a wide portfolio of popular brands, including Rexona and Axe.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected marginal decline forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19.

Affected products within deodorants

As consumers began to spend more time in their homes, and less time away from home in Q1 of 2020, all areas of deodorants were impacted, with each product area expected to record a value decline in 2020. Deodorant roll-ons are set to be the most impacted by COVID-19; however, this also relates to general product preference in the country, with deodorant sprays and deodorant sticks consistently bringing in higher value shares than deodorant roll-ons, with lots of consumers preferring the texture of spray, to the sticky feel of deodorant roll-ons.

Recovery and opportunities

Although deodorants is set to experience a decline in growth due to COVID-19 in 2020, demand for deodorants is set to return by the end of the year. By 2021, deodorants will record flat rate growth, with deodorant roll-ons being the only area to experience a decline.

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