Deodorants in Sweden

PROSPECTS

High maturity limits growth

The fact that most Swedish consumers already use deodorant daily continues to hinder growth in this area. Indeed, the only growth driver in 2017 was the 2% rise in the population, with the area also being negatively impacted by the use of “home-made” alternative deodorants.

Cream deodorants benefit from growing interest in ecological and natural products

Swedish consumers are showing significant interest in ecological and natural products. This trend became more widespread after the increase in interest in ‘clean’ food products, with demand for natural and ecological beauty and personal care products rising.

Demand for deodorant sprays continues to fall

Deodorant sprays sales fell further during 2017, with this trend set to continue over the forecast period. This can be attributed to the fact that consumers view these products as being harmful to the environment due to the metal packaging format and therefore prefer to use other deodorant formats, which do not come in aerosol spray cans.

COMPETITIVE LANDSCAPE

International mass brand dominate sales

Unilever continued to lead sales in 2017 due to the popularity of brands such as Dove, Rexona, and Axe. These brands have a longstanding presence in Sweden, while strong investment in advertising also boosts brand image.

Brands distributed via pharmacies see stronger growth

Several brands such as Vichy, ecological Swedish range c/o Gerd, ACO and Apoliva are distributed in Swedish pharmacy chains and continue to see relatively strong growth. In addition, Swedish consumers are also showing increasing trust in pharmacy chain beauty and care products, which have expanded their product ranges since the first private pharmacies entered the area in 2010.

Shift from aluminium-containing to ecological and natural brands

Several media outlets have warned about the harm of deodorants’ synthetic ingredients and their potential harmful effects on health. As a result of rising awareness of the potential harmful effects of antiperspirants containing aluminium, consumers will continue to shift from these conventional deodorants to ecological and natural alternatives.

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