Deodorants in Russia

PROSPECTS

Natural trend penetrates deodorants

At the end of the review period, an increasing number of Russian consumers became aware of the importance of natural and organic ingredients and the harm caused by chemical elements. Consumer expertise increased due to the growing tendency to read and leave reviews on the most popular internet forums Irecommend.

Specific features attract consumers

The category's prospects for growth are related to encouraging consumers to spend more on deodorants, which offer specific value such as reduced underarm irritation, novel scents and moisturising, thereby blurring the lines between deodorants, fragrances and skin care. At the end of the review period, companies continued to launch new products offering additional features as a part of their efforts to attract consumers’ attention.

COMPETITIVE LANDSCAPE

International brands dominate deodorants in Russia in 2017

International brands continued to dominate deodorants in Russia at the end of the review period, due to their earlier entry, high brand awareness and advanced production technology. Since functionality remains highly important in deodorants, many Russian consumers are reluctant to try new or small brands, as they do not have strong confidence in the research and development capacity of these brands.

Private label’s value share remains insignificant within deodorants

Private label’s value share remained negligible within deodorants in 2017. This was due to the strong position of branded products and low consumer trust in private label.

Major deodorants players continue to rely on television advertising

In 2017, leading players continued to use television advertising for building brand awareness and promotion of their products, because it can still cover the widest consumer audience. Therefore, Unilever Rus released a television advertisement supporting sales of Rexona MotionSense deodorant at the end of the review period, relaying the message that the brand can offer confidence and reliability.

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