Deodorants in Turkey

PRE-COVID-19 PERFORMANCE

Deodorant sales continue to rise in 2019, in line with higher interest in personal hygiene and urban lifestyles that prompt a greater desire to smell good

Rapid urbanisation in Turkey has led to development of increasingly modern lifestyles in the country, which continued to generate higher consumer awareness of and interest in personal hygiene issues and higher demand for deodorants in 2019. While many Turkish consumers in rural areas continued to regard deodorants as luxury items rather than necessities, consumers that are employed and more socially engaged in urban areas continued to place more importance on smelling good.

While sprays and roll-ons continued to account for the highest percentage of sales, stick deodorants and deodorant pumps see new product advancements in 2019

Deodorant sprays and roll-ons continued to account for the highest percentage of value and volume sales of deodorants in 2019. While sprays and deodorant sticks saw the highest value growth over the year by far, volume growth of roll-ons continued to decline over the year.

Nivea and Unilever strengthen their leading value shares in 2019 and private label share continues to improve, due to retail chains’ NPDs and frequent promotions

The multinational players Nivea Beiersdorf and Unilever strengthened their leading value shares in deodorants after seeing double-digit sales growth throughout the review period and again in 2019. Nivea Beiersdorf is present with 8x4 and Nivea, while Unilever’s leading brands are Rexona, Axe and Dove.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to see marginally positive growth in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

All deodorant formats except for deodorant creams are set to see similar volume growth ranging from 2-3% in 2020, largely due to decreased usage during the COVID-19 lockdown. Deodorant pumps have continued to enjoy more momentum than some others, as there were product developments in that arena during 2019; however, there also seems to have been an uptick in the use of this format as a substitute for using fragrances, which cost more.

Recovery and opportunities

Prospects for volume growth of deodorants over the forecast period look positive, with all formats performing well as Turkish consumers continued to increase their interest in products that offer longer-lasting protection, antiperspirant and better skincare attributes and pleasant fragrances. Deodorant creams will see higher growth over the forecast period, coming from a lower base, while deodorant roll-ons and increasingly demanded stick deodorants are expected to see higher volume growth than they did over the review period.

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