Deodorants in the United Kingdom

PROSPECTS

The rise and fall of compressed format aerosol deodorants

Deodorant sprays remained the top performer in terms of category growth for deodorants in 2018. The product category has remained popular with British consumers thanks to its claims for efficacy but also continuous product availability and innovation in terms of scents and claims.

Healthy lifestyles and the growing demand for “cleaner” alternatives

According to Euromonitor International’s Lifestyle Consumer Survey, in 2017, 62% of consumers responded that they walked or hiked for exercise at least weekly and 28% answered that they were doing it almost every day in the UK. As consumers are becoming more active, no matter the generation, the need for efficient daily protection is of the essence.

Blurring lines with fragrances as body mists grow in popularity

Over the past years, body mists have been making a comeback on the deodorant landscape. Whilst they do not substitute for an actual deodorant, they actually substitute for fragrances and are usually combined with a traditional deodorant.

COMPETITIVE LANDSCAPE

The category remains dominated by large firms

In the UK multinational firms continued to dominate deodorants in 2018. Unilever UK, despite slightly losing value share, has retained its first place in the country, mainly thanks to its well-established brands Lynx, Dove and Sure.

Competition amongst top brands makes it hard for private label to compete

When purchasing a deodorant, consumers are mainly looking for efficiency. Whilst the perception and reputation of private label have been improving over recent years, sales of deodorants have been struggling.

Consumer awareness is slowly shifting the deodorants landscape

The whole BPC industry has seen the emergence of smaller players. Indie brands embracing natural claims and new business models have now become serious contenders to well-established brands.

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