Deodorants in the Czech Republic

PROSPECTS

High temperatures and healthy lifestyles boost growth

Overall current value growth in deodorants remained buoyant in 2018, mainly fuelled by the early start to the summer and the prolonged heatwave across the Czech Republic. The growing trend towards fitness and healthy lifestyles also naturally triggered higher demand for deodorants to reduce perspiration and body odour.

Eco-friendly deodorant formats generate consumer interest

Products with eco-friendly features showed stronger consumer attention in 2018. A growing number of consumers shifted from deodorant sprays to different formats, such as deodorant roll-ons, pumps or sticks.

Deodorants heats up, with a rise in natural and innovative products

In general, deodorants suffers the fate of being a utilitarian personal care item rather than one for pampering or luxury. This means that deodorant brands need to work hard to bring innovation into this category.

COMPETITIVE LANDSCAPE

Price promotions and product value are used to attract consumers

Brands offering specific value in the form of healthier ingredients, higher efficacy, eco-friendly properties (packaging) or clinically tested brands gained popularity in 2018. This was due to the developing premiumisation trend, which was mainly facilitated by the favourable economic conditions and rising incomes.

Product innovation and targeted marketing support differentiation

New product launches mainly focus on odour-blocking properties and long-lasting effects. Deodorants with antiperspirant properties that are effective even under great physical effort or on hot summer days recorded high demand in the review period, which is likely to continue over the forecast period.

Small players to take advantage of current trends

In 2018, deodorants continued to be led by a handful of players, which together accounted for three-quarters of overall sales. In such a competitive environment, it is hard for newcomers or smaller players to establish themselves.

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