Deodorants in Russia

PROSPECTS

Heavy discounting in deodorants hampers stronger value growth

In the context of an ongoing economic slowdown and decline in Russians’ disposable incomes, consumers continued to make more rational purchasing decisions at the end of the review period. In this regard, sales of deodorants continued to be shaped by heavy promotional activity.

Deodorants with a natural positioning continue to gain ground

Sales of deodorants with a natural positioning are expected to grow over the forecast period, in line with rising demand for natural beauty and personal care products. More Russian consumers believe that the frequent use of deodorants and antiperspirants containing aggressive chemicals, such as aluminium-based compounds and parabens, can be a risk to health.

COMPETITIVE LANDSCAPE

Unilever Rus maintains its leading position in deodorants

Unilever Rus continued to lead deodorants in 2018 thanks to a portfolio of strong brands and being recognised as a driver of innovation in the category. The company’s Rexona, Axe and Rexona Men were among the top seven brands in deodorants.

Celebrities used to advertise deodorants

To attract the attention of consumers, manufacturers actively used celebrities to promote their deodorants at the end of the review period. In 2018, Maria Ivakova from the popular television travel show Orel I Reshka featured in a television advertisement for Henkel Rus’ Fa Ritmy Ostrova, while Kseniya Borodina, a famous Russian television presenter and actress, was seen in commercials for Beiersdorf’s Nivea deodorant spray Efekt Pudry.

New launches seen in men’s deodorants

The majority of new launches in 2018 were seen in men’s deodorants. These included Rexona Men Champions from Unilever Rus, a limited edition collection to tie in with the FIFA World Cup.

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