Deodorants in Turkey

PROSPECTS

Stick and spray formats dominate deodorants

Deodorants in Turkey was dominated by the stick and spray formats in 2018. Deodorant sprays continued to experience steady growth as Dove, Dove Men + Care and Axe address the consumer pain point of underarm stains on clothing.

Modern lifestyles increase demand for deodorants

The rise of modern lifestyles in the country is informed by rapid urbanisation, which increases consumer awareness of personal hygiene issues and the demand for deodorants. Deodorants continue to be regarded as luxury items rather than necessities by many Turkish consumers in rural areas.

Deodorant pumps and sprays compete against fragrances

Deodorant pumps with mass or masstige positioning have the opportunity to become the product of choice among consumers, not only as a deodorant, but also a body scent. In addition, premium deodorant pumps and sprays have the opportunity to attract masstige consumers who desire a multifunctional spray that acts as both deodorant and body spray.

COMPETITIVE LANDSCAPE

Internationals lead deodorants

Nivea Beiersdorf led deodorants in value share terms in 2018, followed by Unilever. Nivea Beiersdorf is present with 8x4 and Nivea, while Unilever’s leading brands are Rexona, Axe and Dove.

Private label penetration increases in deodorants

Private label’s penetration of deodorants continues to deepen in Turkey. This is partly due to difficult economic conditions, but also the expansion plans of chained retailers and innovation and new product development.

Deodorants suffers negative publicity over contents

Although there is no conclusive scientific that aluminium salts used in antiperspirants or deodorants cause Alzheimer’s disease, some studies have discovered a correlation between aluminium levels and the disease. Products that do not contain harmful ingredients are expected to increase in number and availability over the forecast period, as consumers are more fearful of the health risks cosmetics can bring.

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