Deodorants in the Czech Republic

PROSPECTS

Czech consumers search for specific value among deodorants

Perspiration and long-lasting odour-blocking effects of deodorants were highly important product features in 2017 and became a key focus point for advertising and new product launches. This was perceived as offering specific value and is superior in terms of quality, fuelling a slowly developing premiumisation trend in deodorants in the Czech Republic.

Natural products to witness growing consumer interest

Natural deodorants were only beginning to emerge in the Czech Republic at the end of the review period, leaving space for further growth at the expense of traditional products. However all-natural deodorant brands are expected to remain a niche over the forecast period, due to limited marketing support compared to multinational operators.

Deodorants could face harsher competition from other categories over forecast period

An improving economic climate in the Czech Republic and a growing health and wellness trend is expected to trigger continual demand for deodorants among local consumers. This is because of high obesity levels and the growing popularity of doing sports both indoors and outdoors.

COMPETITIVE LANDSCAPE

Advertising and product labelling innovation offers future growth potential

Contracting well-known athletes (both current and retired) may help gain renown among Czech consumers and potentially also open up opportunities for future growth. In addition, offering more than competition is going to help convince those consumers who are undecided what to buy.

Product innovation drives sales in 2017

New product launches in 2017 mainly focused odour blocking properties that lasted for longer. For example, Nivea Invisible for Black & White Fresh (by Beiersdorf spol) was introduced offering 48-hour protection from odours after its use.

Online product recommendations could witness dynamic development

Price promotions and discounts played an essential role in 2017, while sets/kits containing deodorants (most often combined with bath and shower products) were marginally more popular compared to 2016. While gift sets are expected to gain in popularity over the forecast period, price discounts will see fewer or less significant discounts as retailers switch to stable, “long-term low and fair” prices.

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