Deodorants in Taiwan

PROSPECTS

Growth of scented deodorants is constrained due to competition from fragrances

Most deodorants products in Taiwan not only prevent body odour caused by bacteria but also contain fragrances. However, it is a common concern that scented deodorants clash with perfume or other scented beauty and personal care products consumers also wear.

Aluminium salt-free variants capture consumer attention

In Taiwan, sweating is believed to be the body’s natural method of detoxifying itself and is good for the health. Some concerns over the safety of antiperspirants and deodorants has emerged as some substances in these products limit sweating thereby hampering the body’s natural physiological systems.

Deodorant sprays expected to continue spearheading growth during the forecast period

Deodorants sprays remained the most popular format in 2018 followed by deodorant roll-ons. Although value sales of both contracted during the year, deodorants roll-ons witnessed a better performance.

COMPETITIVE LANDSCAPE

Unilever remains the leading player in deodorants

Unilever Taiwan retained its leading position in deodorants in 2018. Its leading brand, Rexona continued introducing new products with extra benefits to satisfy consumer demand.

Bioré enters category with new technology

Bioré entered deodorants with its revolutionary Speedy Dry Formula. It differentiates itself from other brands via its aluminium salt-free product that does not block pores or sweat glands.

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

Mass brands dominate deodorants with consumers seeing little value in premium alternatives. While many consider fragrances to help mask slight body odours, most consumers who use deodorants do so to prevent body odour and wear fragrances for their pleasing scents and not as a deodorant.

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