Deodorants in Thailand

PROSPECTS

Active lifestyles drive demand for deodorants

Thailand has a hot and humid climate. People with active lifestyles tend to add sports/outdoor activities into their routines.

Demand for sticks will continue to decline

Roll-ons holds a dominant position amongst types, followed by deodorant sprays. Thai consumers are accustomed to roll-ons, deeming the format cheaper and can be used for a longer time.

Product innovation is a key strategy

Product development is likely to remain a key factor in the growth of deodorants. Even though there was a lack of new innovative launches at the end of the review period, brands are predicted to retain certain product variants for consumers.

COMPETITIVE LANDSCAPE

Beiersdorf Thailand Co Ltd retains leadership

Offering a series of Nivea Deodorant and Nivea for Men under roll-ons, sprays and sticks helped Beiersdorf Thailand retain its leadership of deodorants. The company provides several product variants with specific value and different benefits.

Unilever Thai Holdings targets both men and women

Unilever ranked second in deodorants, owning several notable brands with Axe and Rexona. The latter targets women, whereas Axe has a very strong positioning under the men’s segment.

Better Way (Thailand) Co Ltd remains popular in low-priced tier

By targeting low-income consumers, the company offers products under the Mistine brand for deodorants, mainly capturing demand from female consumers. The company manages to segment its products by tapping into specific needs such as Mistine White Spa UV White, Mistine UniQ Hi-Protection, Mistine Sweet and Beautiful.

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