Deodorants in the Netherlands

PROSPECTS

More segmented products to fuel demand

Deodorant sprays is forecast to see a positive performance over the forecast period, with manufacturers pursuing more segmented products and a focus on skin care and skin protection. Penetration is already high, so companies aim to encourage consumers to purchase different deodorants for different occasions and needs.

Formats adapted to habits and lifestyles

Manufacturers will try to increase usage occasions, including combining sprays with roll-ons and launching products for people spending more time outside the home, practising sports or taking short breaks. The main new introductions, such as from Rexona, which help to prevent stains on apparel, or products that ensure a longer-lasting effect, are likely to be emulated during the forecast period.

Shifts in distribution

The distribution of deodorants will continue to witness a shift over the forecast period. Internet retailing is expected to show the highest growth in share, as more people purchase deodorants online.

COMPETITIVE LANDSCAPE

Unilever offers new functional products

Unilever Nederland encountered increased competition, with more pressure on prices through promotions, but continued to invest in formula innovation, with new extensions which aimed to capture consumers’ interest and choice. Dove consolidated its position in deodorants with the introduction of new variants in 2017, including pear and aloe vera, a 48-hour protection formula that ensures a softer feeling due to the nourishing ingredients.

More gender-specific launches

Axe also introduced new products, including a line of premium spray deodorants – Signature, Adrenaline and Urban. These products differentiate from other Axe variants with more luxurious, attractive packaging and fine fragrance ingredients.

Premiumisation and fragrance variety capture consumers’ attention

Rituals is a popular Dutch brand in premium deodorants. The manufacturer promotes a variety of pleasant Asian-inspired fragrances and concepts, and links the products to wellness and a balanced lifestyle.

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