Deodorants in the United Arab Emirates

PROSPECTS

Deodorant sprays is the most popular format

Deodorant sprays was the most popular format within deodorants in the United Arab Emirates in 2018, due to ease of usage and perceived higher hygiene. Considering consumers’ fast-paced lifestyles and the very hot weather in the country, spray deodorants are regarded as the most convenient way to apply and reapply deodorant throughout the day.

Limited awareness of the nuances in deodorants

Whilst increased health and hygiene awareness has increased consumers’ consumption of deodorants, there tends to be low understanding of the differences between deodorants and antiperspirants. The latter reduce the flow of sweat, and the former reduce bacteria growth in the armpit to neutralise the smell of sweat.

Aluminium- and zinc-free; pH-neutral and organic

Deodorants with features such as aluminium- and zinc-free, pH-neutral or organic are seeing growing interest from consumers, and more products are now marketed as such. This is because there have been concerns about reports claiming that aluminium and zinc are carcinogens; and pH-neutral and organic products are believed to be better for the skin, with the former also preventing the skin from feeling dry.

COMPETITIVE LANDSCAPE

Multinationals dominate

The leaders within deodorants in value terms in 2018 were Unilever Gulf and Beiersdorf Middle East, although both players saw slight declines in their shares. The former has popular brands such as Axe, Dove and Rexona – all of which saw various product innovations over the last few years.

Men’s Speed Stick is available mainly online

Within men’s deodorants, Speed Stick from Colgate-Palmolive (Gulf States) is mainly found online at souq.com or noon.

Advertising and promotion are key to success

Major advertising campaigns by leading companies boosted sales of deodorants in the United Arab Emirates at the end of the review period. Promotional activities also included features on social media, such as Instagram stories, with hashtags such as #invisible to promote Nivea’s women’s antiperspirant.

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