Deodorants in Slovakia

PROSPECTS

Demand for odour prevention creates growth opportunities

Antiperspirants that feature added value in the form of prolonged protection from sweat remained popular in Slovakia in 2018. This is linked to the high obesity rate in Slovakia, and the fact that consumers want to prevent or hide unpleasant odours, especially on warm days.

Shifts in deodorant formats favour future sustainability

Roll-ons and solid deodorant formats grew in popularity in Slovakia in 2018, mostly at the expense of aerosol-based sprays. This is due to rising environmental consciousness among consumers, as well as a growing variety of trendy products being available.

Natural hand-made products are becoming increasingly popular

Domestic players account for a small fraction of the deodorants category, typically offering niche hand-made deodorant products. These tend to feature natural ingredients, and include unisex deodorants, such as the solid deodorant Navia Chladivy Vanok, by Navia sro, which grew in popularity in 2018.

COMPETITIVE LANDSCAPE

Rising health awareness leads to niche product launches

Aluminium-free deodorants grew in popularity in the second half of 2018, with both less well-known brands and mainstream players introducing such products. Examples include Mon Platin, from Mon Platin sro – a small Czech-based manufacturer – and adidas 0% ALU Salts, from Coty Slovenska Republika.

Men’s deodorant products see attention from new players

Competition within deodorants remains tough, with new players entering the category, as well as the established brands expanding their portfolios. In the second half of 2018, Dermacol introduced its beauty and personal care range for men, including six deodorant spray variants.

Competitive pricing strategies will remain popular in 2019

Price promotions and discounts remained popular among Slovak consumers in 2018, and were heavily used by both manufacturers and retailers. This hampered average unit price growth in the latter part of the review period, and is likely to remain a major selling point at the beginning of 2019, when a slight price increase is anticipated at grocery retailers due to changing tax legislation.

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