Deodorants in South Africa

PRE-COVID-19 PERFORMANCE

Roll-on deodorants sees the highest growth due to the low price per unit

In 2019, deodorants maintained a similar current value growth rate to the rates seen in the review period. Deodorants are considered essential for South African consumers to maintain hygiene, which continued to drive sales, with such products also doubling up as fragrance for many consumers.

Efficacy is most important, but consumers now also look for natural ingredients

Despite their desire to save money, consumers also value efficacy in deodorants. For instance, deodorant products that not only claim but demonstrate proven additional benefits to consumers drive sales, as these products offer added-value to consumers.

Dove and Nivea strongly compete, but challenge comes from Bramley

Unilever South Africa continued to lead deodorants in value terms in 2019, due mainly to the strength of its leading two brands, Shield and Axe, which also remained the leading brands within overall deodorants in this year. The long-standing presence of these brands contributes to their success, as they are associated with quality and efficacy.

2020 AND BEYOND

COVID-19 impact

Deodorants is now expected to grow by more than 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected rise of less than 3% forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19.

Affected products within deodorants

In a continuation of the trend seen at the end of the review period, deodorant roll-ons is expected to see the best value growth rate in 2020, followed by deodorant sprays. These will also remain the dominant categories.

Recovery and opportunities

After the expectation of a marginal increase in demand in 2020, the growth rate of deodorants is expected to slow over the forecast period. Nevertheless, the CAGR in the forecast period is still expected to be slightly better than that seen in the review period.

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