Deodorants in the United Kingdom

PROSPECTS

Deodorant sprays and roll-ons continue to characterise the category

The deodorants category is mature, and therefore prices must be competitive, whilst packaging must provide consumers with convenience. Deodorant sprays continued to benefit from the compressed format launched in 2014 by Unilever and which has since been adopted by some private label players as well as Bourjois.

Natural and organic are on trend and set to grow further

Natural and organic positioned deodorants are expected to continue to be in demand, with more products expected to be launched over the forecast period. After the success of aluminium free ranges, other types of ingredients will be removed from existing formulas in order to provide consumers with more natural ranges, which will continue to enjoy strong demand over the forecast period.

Consumers also driven by functionality and product efficacy

Reassurance will remain a key argument for consumers in their purchases of deodorants. The main motivators behind sales in this category are product functionality, with strong demand for efficacy.

COMPETITIVE LANDSCAPE

Unilever remains the standout leader in 2017

Unilever retained its outright lead in deodorants in 2017. The company’s most popular brands are Lynx, Sure, Dove and Vaseline Intensive Care.

Category dominated by international players

An overwhelming number of players in this category have an international presence and these continued to dominate sales in 2017. These international manufacturers have a longstanding presence in the country and have built strong brand loyalty with consumers.

Consumer loyalty to brands diminishes role of private label in deodorants

Deodorants are perceived as essential products in the UK, with consumers not wanting to spend large amounts of money as a rule. Moreover, premium products are not perceived as providing better protection than mass ranges, which prevents them from having a higher penetration rate in the country.

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