Deodorants in Switzerland

PROSPECTS

Slow growth projected over the forecast period

Deodorants is projected to post positive, albeit modest, current value growth over the forecast period. Indeed, despite frequent purchases in the category, growth is projected to be slow due to its relative maturity.

More organic focus and further segmentation

With sales of organic and natural personal care products expected to continue rising, deodorants will inevitably be part of this growth, as consumer concerns over the substances they put on their skin increases. More than anything else, innovation will remain a key selling point in order to sustain sales and to continue garnering consumer interest.

Sprays and roll-ons to remain the most popular formats

Sprays is expected to remain one of the two most popular formats within deodorants in Switzerland over the forecast period, thanks to the efficacy and convenience these products offer, which will outweigh considerations such as free from claims and products with “clean” labels. Product availability is likely to remain wider than for other deodorants.

COMPETITIVE LANDSCAPE

Unilever Schweiz leads thanks to innovation

Unilever Schweiz continued to lead deodorants in value terms in 2018, maintaining its share from the previous year. It is expected to maintain its value share over the forecast period thanks to product innovation.

Beiersdorf (Switzerland) maintains second place and sees a packaging redesign

Beiersdorf (Switzerland) ranked second in deodorants in value terms in 2018, with a static share compared with the previous year. It redesigned the packaging of its Nivea Deodorant line for a more feminine look and ease of use.

Private label deodorant ranges fight for shelf space

The increasing presence of discounters and the extension of private label ranges within the deodorants category are expected to continue putting pressure on prices. Unit prices are likely to see only slow growth over the forecast period in current terms, as a consequence of private label extensions and retailers pursuing promotional pricing strategies in order to attract customers.

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