In Ukraine, deodorants are deemed necessity products by many consumers in spite of health concerns associated with deodorants use in recent years. Such products enjoy very efficient distribution nationwide being found in all major retail channels, including non-store ones.
The spray format is the most popular in Ukraine generating the largest value share of sales. Such deodorants are quite diverse in terms of packaging sizes and appeal with reasonable prices.
Segmentation in deodorants in Ukraine is typically focused around gender, and the share of men’s deodorants in Ukraine is somewhat lower than that of unisex products and products for women. In recent years, manufacturers started paying more attention to diversification and segmentation in deodorants, however.
Deodorants is among one of the few categories where key players are major contributors to overall sales value. Unilever Ukraine TOV and Beiersdorf Ukraine TOV generate more than a half of deodorants sales with their Rexona and Nivea brands, respectively, particularly well known by Ukrainians, through active TV ads including.
Locally-produced deodorants are rather an exception in Ukraine. While a big domestic manufacturer Elfa Laboratory TOV entered the category in 2017, its position still remains comparatively minor.
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This industry report originates from Passport, our Beauty and Personal Care market research database.