Deodorants in Taiwan

PROSPECTS

Slower value growth expected in deodorants due to unit price declines

The forecast period is expected to see volume sales of deodorants continue to increase due to rising per capita usage. More consumers are becoming interested in deodorants as the acceptance of body odour continues to decline and people become more invested in the idea that they should present a pleasant, clean aroma at all times.

Few perceived threats to sales of deodorants likely to be seen

It is believed that there will be few threats to volume sales of deodorants over the forecast period. Taiwan’s perpetually hot and humid climate and the growing numbers of people who are becoming accustomed to constant deodorant use due to the increasing social taboo surrounding body odour.

Deodorant sprays expected to continue leading growth during the forecast period

The largest category of deodorant sprays is projected to remain the most dynamic deodorants category throughout the forecast period. The main reason for this category’s strong performance is the general consumer preference for deodorants in formats that are convenient and easy-to apply.

COMPETITIVE LANDSCAPE

Unilever remains by far the strongest player in deodorants

Unilever Taiwan Ltd maintained its status as the leading player in deodorants in 2017, maintaining a very strong lead over second-placed Nivea Taiwan Ltd. Unilever benefits from its ownership of the leading brand Rexona as well as the increasingly popular male-specific brand Axe and the small emerging brand Dove.

Gender-specific products continue to gain ground, especially in deodorant sprays

Deodorants is a category in which many products have an explicit male or female focus. Taiwan’s leading deodorants brand Rexona is highly female-focused and this is reinforced in media advertising campaigns.

Mass brands dominate, with consumers seeing little value in premium deodorants

Unlike in some Asian countries where the use of premium deodorant sprays is often seen as a viable alternative to the use of mass fragrances, in Taiwan the vast majority of people continue to use deodorants primarily for body odour control, with fragrances considered to be a completely separate category with little crossover into deodorants. For this reason, premium brands have been able to make only limited headway in the category, with sales remaining dominated by mass brands.

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