Deodorants in Slovakia

PROSPECTS

Trends favour perspiration protection and prolonged effectiveness

Perspiration protection and longer-lasting effectiveness remained in strong demand in 2017. Deodorants were popularly used following physical activity or on warmer days, although they were often substituted by fragrances, which continued to gain popularity thanks to the growing share of premium brands.

Roll-ons gain popularity

Roll-ons were more popular in 2017, while deodorant sprays was increasingly negatively affected by the growing environmental consciousness of Slovak consumers. However, thanks to good value for money and advertising sprays remained the dominant format.

Gender-specific products play an essential role

Marketing support for key brands is set to significantly affect the category as more sophisticated advertising is anticipated over the forecast period. This would include bloggers or vloggers, who test and review products for their viewers/readers, sponsorship of sports activities such as hobby marathons, Spartan races etc, as well as print and television adverts.

COMPETITIVE LANDSCAPE

Marketing support at the centre of interest

Marketing support and advertisements played an essential role in sales of deodorants products in 2017. For example, deodorant roll-ons brands were increasingly visible also within men’s deodorants thanks to stronger product innovation.

Distinguishing brands from competition is a good idea

Using third-party logos on product labels to popularise novelties is set to be increasingly common. Highlighting awards from local associations or government institutions, or third-party companies such as market research agencies or trade magazines will be increasingly popular.

Promotions and special offers sought after

Price promotions and discounts remained popular in 2017; intensive price promotions led to short-term price wars. In this regard sets and kits also gained popularity, and often were bundled together with a shower gel or shampoo.

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