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