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Deodorants in
Singapore

Country Report

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Executive Summary

Jun 2019
PROSPECTS
Deodorants evolve into skin care and fragrances thanks to new developments

In 2018, sales of deodorants saw less steep decline compared to the previous two years, largely impacted by discount promotions in mass channels. Over the forecast period, however, sales are expected to grow due to the new product developments and increasing product options witnessed in the review period.

Key labels include “whitening” and “serum”

Dark spots under the arms are among the key concerns of deodorant users. Hence “whitening” and “extra white” are common labels on deodorants in Singapore.

COMPETITIVE LANDSCAPE
Beiersdorf AG remains at the top with the Nivea brand

Beiersdorf AG continued to lead sales of deodorants in 2018 with its Nivea brand. The brand offers an extensive range of deodorants with different scents and application types for both men and women and occupies several distribution channels, including supermarkets, health and beauty specialist retailers and independent small grocers.

Consumers seek niche deodorant brands in e-commerce

While offline retail is dominated by multinational brands such as Nivea, Dove and Rexona, e-commerce marketplaces including Lazada offer a variety of niche deodorant brands from overseas. A common thread among these niche brands online is their “natural” positioning.

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Deodorants in Singapore

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Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Singapore with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Deodorants industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in Singapore market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Deodorants in Singapore?
  • What are the major brands in Singapore?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Deodorants in Singapore - Category analysis

HEADLINES

PROSPECTS

Deodorants evolve into skin care and fragrances thanks to new developments
Key labels include “whitening” and “serum”

COMPETITIVE LANDSCAPE

Beiersdorf AG remains at the top with the Nivea brand
Consumers seek niche deodorant brands in e-commerce

CATEGORY DATA

Table 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 7 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Beauty and Personal Care in Singapore - Industry Overview

EXECUTIVE SUMMARY

Singaporean beauty and personal care remains vibrant with a surge of new brands
Keywords in 2018 include “natural”, “restore” and “detox”
Local independent brands emerge amid the dominance of multinationals
New products include temporary colourants, hairline pencils, shower filters, and serum deodorants
The outlook is bright for sun care and male beauty

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources