Deodorants in Switzerland

PROSPECTS

Deodorants reach maturity

Deodorants is set to record weak constant value growth over the forecast period, and lower than the equivalent of the review period. Promotional activity, private label penetration and the wide offering are all expected to result in weak growth.

Health and environment remain hot topics

Health and environmental consciousness were hot topics in 2017 and will likely remain so going forward. Future trends tapping into the demand for healthier and more environmentally friendly products will drive growth, including aluminium free deodorants which were prevalent in 2017, as aluminium is associated with cancer in consumers’ minds.

Deodorant sticks performs best

Deodorant sticks registered the highest retail value growth in 2017. The format is familiar among Swiss consumers thanks to its high level of wetness protection and the wide selection of scents on offer.

COMPETITIVE LANDSCAPE

Unilever Schweiz leads deodorants

Unilever Schweiz continued to lead deodorants in 2017 by offering a range of popular brands. The company’s price positioning and its high-quality products contributed to its success in Switzerland.

No significant product innovation

No significant innovations were observed in this mature category in 2017. Deodorants is already well segmented and products with natural ingredients, longer-lasting and gender-specific positioning are widely available.

Competition to increase over the forecast period

Competition is likely to increase between the different players over the forecast period. Price competition will continue to be driven by the important promotional activity which naturally prevails in the category, the numerous price cuts introduced by Swiss leading retailers and increasing competition from both private label and discounters.

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