Deodorants in Sweden

PROSPECTS

Maturity hinders growth

Deodorants displayed moderate current value growth in 2018, as the category was already very mature, with the high penetration of deodorant usage. There has, however, been a reduction in discussions about DIY (Do It yourself) deodorants, i.

Deodorant sprays continues to decline

Deodorant sprays generally has a lower level of product development and lacks ecological brands, as the packaging format is considered harmful to the environment. These products are therefore increasingly substituted by other deodorant formats, such as deodorant creams, roll-ons and sticks.

Aluminium-free deodorants continue to see growing demand

Swedes are rather averse to using deodorants such as antiperspirants, as they generally contain aluminium. Antiperspirants have received strong media attention, and there is ongoing discussion about whether their use correlates with the risk of developing cancer.

COMPETITIVE LANDSCAPE

International mass brands dominate

Swedes generally prefer brands with distribution in grocery retailers, as they can easily purchase deodorants whilst doing their food shopping. Unilever Sverige was therefore the largest player in value terms in 2018, which reflects its position in the global market, with brands such as Rexona, Dove and Axe.

Brands in chemists/pharmacies are expected to continue performing well

Vichy and ACO are the two main brands in chemists/pharmacies, as they have a strong brand image and large portfolios in deodorants. Several new players have also gained sizeable shares, such as the pharmacy chain Apoteket’s private label line Apoliva, and new players such as Löwengrip, which released a deodorant with a “glow” formula.

Product developments with value-added benefits will drive growth

The maturity of deodorants has led companies to include value-added benefits to convince consumers to pay higher unit prices. The growth of ecological brands has been a sign of this trend, and Löwengrip launched a deodorant in 2018 which included a “glow” effect for the skin, as well as probiotics, which was one of the trendiest ingredients in skin care during 2018.

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