Deodorants in the Netherlands

PROSPECTS

The increasing use of price promotions piles pressure on value growth

Deodorants faces some of the highest pressure on prices coming from promotional actions of any beauty and personal care category. In 2018, almost 50% of deodorants sales in the country involved some form of price promotion.

Deodorant sprays continue to lead the category

Deodorant sprays remains the leading category in deodorants and given that the category is subject to considerable innovation, this is unlikely to change over the forecast period. Deodorant prays are considered to be the most convenient and hygienic form of deodorants as they are effective, fast and do not touch the skin.

COMPETITIVE LANDSCAPE

Nivea remains the leading umbrella brand in deodorants

Although Unilever’s Axe held top spot among deodorant brands in the Netherlands in 2018, Beiersdorf’s umbrella brand Nivea accounted for higher value sales when the sales generated by its two main variants Nivea for Men and Nivea Deodorant are taken into account. Innovation is important in this category and the leading companies are active in this respect so as to prevent further value sales declines due to the very regular price promotions that are being used to support volume sales.

Environmental benefits an increasingly important trend in deodorants

Retail outlets are setting aside more shelf space for natural, vegan and non-aluminium deodorants. Niche brands are among the leaders in this area, introducing products that compete on the basis of being aluminium-free as this metallic element is associated with certain types of cancer.

Growing demand for deodorant that promise to be effective and long-lasting

Unilever’s strong deodorants brand Rexona experienced success in 2018 with the launch of Rexona Antibacterial. This product is heavily promoted as being able to inhibit bacterial growth, which has helped it to achieve considerable success in the Netherlands.

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