Deodorants in Thailand

PRE-COVID-19 PERFORMANCE

Players continue to focus on whitening as a feature in 2019 in 2019

Growing awareness of the importance of personal hygiene and a stronger exercise culture supported ongoing demand for deodorants in 2019. However, these products have achieved somewhat of a commodity status, leading companies to add value through a variety of features and functions.

Players use limited editions to attract consumer interest

Players launched few new innovative products in 2019, mainly focusing instead on limited collections. Examples include the Nivea x Sanrio Character Limited Edition available in Nivea Deo whitening roll-on with Gudetama, Nivea Deo extra whitening roll-on with Hello Kitty, Nivea Pearl and Beauty roll-on with My Melody and Nivea whitening powder roll-on with Cinnamon Roll.

International players lead deodorants in 2019

Beiersdorf Thailand Co maintained its strong lead in deodorants in 2019 with its Nivea umbrella brand successfully holding off its competitors. Nivea is available in numerous variants and is particularly popular in deodorant roll-on format, where it focuses on its whitening product range.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

All types of deodorants recorded constant 2019 value growth in 2019, with deodorant roll-ons performing particularly well over the review period, largely due to increasing demand rather than any significant price hikes. All formats of deodorants are, however, now predicted to witness significant declines in both volume and constant 2019 value sales in 2020 as a direct result of the COVID-19 epidemic.

Recovery and opportunities

Constant 2019 value growth rates for deodorants over the forecast period are not expected to return to the levels predicted in our research conducted at the end of 2019 before the spread of COVID-19. Indeed, it is now anticipated that constant 2019 value rates will remain negative over the first part of the period and only return to marginal growth over 2023-2024, leading to an overall negative performance for the period as a whole.

Files are delivered directly into your account within a few minutes of purchase.