Deodorants in Thailand

PROSPECTS

Whitening remains the most popular value-added aspect in deodorants

With deodorant companies seeking to overcome the commodity status that their products have attained and the maturity of demand that comes with this, value is being added through various features and functions. These include the launch of new scents, longer-lasting fragrances, superior efficacy and products which smooth and whitening underarms.

Deodorant roll-ons and deodorant sprays remain the largest categories

Deodorant roll-ons remains the leading category of deodorants in Thailand and many consumers remain loyal to the traditional leading brands in this category such as Nivea, Mistine and Rexona. Deodorant roll-ons are seen as convenient due to their compact size, which means that they can easily be carried in a bag, an important consideration in a hot, humid country such as Thailand.

Demand wanes for the herbal deodorants offered by local players

Deodorant roll-ons with herbal ingredients became a key trend in Thailand during the review period as local companies and brands sought to appeal to a consumer base that often prioritises herbal products over those with chemical components. These products were often cheap and easy to produce and represented the attempts of local players to enter deodorants by marketing products with 100% natural ingredients made using mineral salts and in addition to roll-ons these products were also present in deodorant powders and deodorant creams.

COMPETITIVE LANDSCAPE

Beiersdorf Thailand Co Ltd remains the leader in deodorants

2018 saw Beiersdorf underline its leading position in deodorants, with its Nivea umbrella brand successfully holding off its competitors. Nivea is available in numerous different variants and is particularly popular in deodorant roll-on format, where it focuses on its whitening product range.

Better Way continues to compete strongly in rural areas

Although the leading international brands such as Nivea and Rexona lead sales among affluent urban dwellers, direct selling brand Better Way is dominant among those living in suburban and rural areas. This is mainly because of the company’s low-price strategy for its Mistine brand, as well as the basic and functional image of Mistine, which suits deodorants, a category of products that many consumers regard as basic essential items.

Unilever Thai Holdings targets both men and women

Unilever maintained its strong position in deodorants in 2018 by offering two different brands, Rexona and Axe, that target women and men respectively. Rexona has jumped on the natural ingredients bandwagon and was also one of the pioneering brands for whitening deodorants.

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