Deodorants in Spain

PROSPECTS

Healthy living set to lead to new launches

A growing number of Spaniards are increasing the frequency with which they practice sports. This comes from the fact that over the review period many Spaniards looked for cheap leisure activities, and sport was one of these.

Ranges to address allergies and sensitivity

Spaniards are increasingly moving to live in big, polluted cities. Over the last decades this translated into the higher incidence of the number of Spaniards suffering from allergies, which increase with exposure to pollution.

Innovation with natural ingredients

The use of deodorants amongst Spaniards is widespread, with over 90% of the Spanish population using deodorants on a regular basis. As a consequence, a rising consumer base is not set to be a driver of growth in the coming years.

COMPETITIVE LANDSCAPE

No surprises in the ranking

Grupo Unilever España maintained its strong lead in deodorants in value terms in 2017. The company’s most popular brands are Axe, Dove and Rexona.

The premium segment remains marginal

As in other categories within beauty and personal care, the importance of premium ranges within deodorants is marginal in Spain. This is linked to the fact that deodorants are perceived as first-need products amongst Spanish consumers, on which they do not usually want to spend large amounts of money.

Private label is losing its grip

The recovery of the Spanish economy continues to consolidate, and with it the attitude of Spaniards towards spending. As the employment rate recovers, along with disposable incomes, Spaniards are trading up from private label ranges to mass brands.

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