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Deodorants in
South Africa

Country Report

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Executive Summary

Jun 2019
PROSPECTS
Deodorants continues to be dominated by mass brands

Personal grooming and hygiene trends are driving demand for deodorants. This is especially the case for a country such as South Africa where deodorants also double up as fragrance for many consumers.

Promotional campaigns and the search for value influence growth

Consumers are increasingly price sensitive given the current challenging consumer environment and are searching for cost savings. Brands that could provide quality at affordable prices were able to either gain share or maintain existing share.

Deodorants a substitute for fragrance

The popularity of deodorants is linked to the fact that apart from being an essential personal hygiene product, they are also purchased as a substitute to fragrances, which are relatively more expensive in South Africa. Due to the hot and humid weather, local consumers often use roll-ons and the spray format, with the latter used to spray on their clothes to feel fresh throughout the day.

COMPETITIVE LANDSCAPE
Unilever maintains lead

Unilever maintained its leadership of deodorants due to popular brands such as Axe, Shield and Dove. The long-standing presence of these brands contributes to their success as they are associated with quality and efficacy.

Fierce competition amongst international players

The category continues to be dominated by international players and is likely to remain so over the forecast period. Given the economic situation at the end of the review period, brand switching and declining brand loyalty is likely to affect the performance of certain deodorants.

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Deodorants in South Africa

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Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in South Africa 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 South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in South Africa 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 South Africa?
  • What are the major brands in South Africa?
  • 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 South Africa - Category analysis

HEADLINES

PROSPECTS

Deodorants continues to be dominated by mass brands
Promotional campaigns and the search for value influence growth
Deodorants a substitute for fragrance

COMPETITIVE LANDSCAPE

Unilever maintains lead
Fierce competition amongst international players

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 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 7 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 8 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Beauty and Personal Care in South Africa - Industry Overview

EXECUTIVE SUMMARY

Resilient market despite sluggish economy
Beauty products have a growing online presence
Economy brands perform better in restrictive consumer market
Packaging formats offer savings
Positive growth expected over the forecast period

MARKET DATA

Table 9 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 14 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources