Deodorants in Singapore

PROSPECTS

Emphasis on convenient products

The current hectic lifestyles of Singaporeans are expected to continue, with Singapore clocking the longest working hours in the world. Therefore, consumers are searching for a more effective solution for their personal care.

Consumers moving towards sprays

The once popular application method of sticks is losing popularity due to increasing acceptance of deodorant sprays. In the past, sprays were deemed environmentally unfriendly and irritable on the skin due to the alcohol content.

Aluminium-free deodorants gain interest

Most of the category leaders are still producing deodorants that contain aluminium, but there is also an increasing number of niche players such as Tom’s of Maine which are marketing themselves as offering aluminium-free products, as well as organic and zinc-free claims. The concern over the use of aluminium and zinc is linked to the development of cancerous cells, although there has not been any research which has confirmed a connection.

COMPETITIVE LANDSCAPE

Beiersdorf maintains its lead

Beiersdorf remained the leading player in deodorants in 2017 with its popular Nivea Deodorant brand. The company benefits from extensive distribution both online and offline with its successful marketing efforts in 2016 resulting in increased sales in 2017.

Unilever sees growth through innovation

Unilever Singapore Pte Ltd was ranked second in deodorants in 2017. The company has a diverse portfolio which includes Rexona, Dove, and Lynx, with all of these brands available in most online and offline retailers.

Speed Stick exits deodorants in Singapore

Speed Stick, which accounted for a double-digit value share within men’s deodorants in 2016, exited the category in 2017, leaving Rexona and Nivea to compete for value share within men’s deodorant sticks. Lady Speed Stick also lost share in 2017, as part of the general shift towards deodorant sprays, although it still maintained a presence.

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