Deodorants in Saudi Arabia

PROSPECTS

Hot weather conditions and increased health and hygiene practices support demand

Ongoing heat waves in Saudi Arabia as well as increased health and hygiene awareness have prompted consumers to step up their hygiene practices and use deodorants more often. Moreover, the relatively new and evolving deodorant sticks and deodorant creams categories helped maintain value growth over the review period due to their high price in comparison to other deodorant formats.

Deodorant sprays remains most favoured format in Saudi Arabia

Deodorant sprays remains the most favoured format in Saudi Arabia, thanks to ease of use and rapid drying. Moreover, new product development such as Rexona MotionSense Antibacterial Protection for men and women, which eliminates over 90% of odour-causing bacteria, contains microcapsules that sit on the skin and break with motion releasing scent and 48 hours of protection against sweat and body odour, is driving the sprays subcategory.

Promotional campaigns reduce average unit price

The fierce competition between key players and key distribution channels reduced the average unit price of deodorants in 2017. Almost all deodorant brands participated in promotional campaigns such as price reductions and offers including Nivea, Rexona, Axe, Mum, 8x4, Malizia and many more throughout 2017.

COMPETITIVE LANDSCAPE

Beiersdorf maintains leading position in deodorants

Nivea’s extensive variety in deodorants including sprays, roll-ons, and sticks for both men and women helped Beiersdorf maintain its leading position in 2017. Additionally, Beiersdorf launched Nivea Body Deodorizer in an attractive folding carton design at a reduced price.

Supermarkets leads among distribution channels

Consumers in Saudi Arabia prefer purchasing deodorants from supermarkets that are close to their homes when doing their grocery shopping. Supermarkets are supported by high numbers of outlets that exceed other distribution channels as well as weekly offers to attract consumers.

Brands continue to focus greatly on fighting odour

Although some emerging brands are starting to offer other added-value benefits to deodorants such as Correction and Beesline whitening deodorants or natural ingredients such as Dr Organic’s Organic Vitamin E Deodorant, the majority of brands remain focused primarily on fighting odour for the longest period of time. This is mainly driven by consumer preferences in Saudi Arabia with fragrance another important factor when purchasing deodorants due to the harsh climatic conditions in Saudi Arabia as well as busy lifestyles.

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