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.
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.
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.
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.
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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This industry report originates from Passport, our Beauty and Personal Care market research database.