Deodorants in Uzbekistan

PROSPECTS

Stronger economy and population growth set to underpin positive sales growth

Deodorants is expected to continue experiencing positive sales growth over the forecast period. This situation is set to be based on improving consumer awareness of the advantages of using deodorants.

Deodorant sticks to remain the strongest grower

Deodorant sticks is expected to remain the most dynamic deodorants categories over the forecast period. Deodorant sticks is set to benefit from the low sales base from which it is rising, although the category is also likely to continue benefiting from the shift in demand away from deodorant creams and deodorant roll-ons as many people find deodorant sticks more convenient to use.

Deodorant sprays set to remain dominant, challenging deodorant sticks on growth

Deodorant sprays is set to remain by far the largest deodorants category over the forecast period. Deodorant sprays meanwhile remains the default deodorants format for many, with sales set to benefit from the increasing popularity of deodorant sprays as an economical everyday alternative to fragrances.

COMPETITIVE LANDSCAPE

Palmy Flower, the local distributor of Nivea, remains the leading player in deodorants

Palmy Flower occupied the leading position in deodorants at the end of the review period and this was mainly due to the very strong popularity of Beiersdorf AG’s global brand Nivea. Nivea has been available for many years in Uzbekistan and the band is widely available due to Palmy Flower’s extensive distribution.

Colgate-Palmolive is the strongest performer in 2017

Colgate-Palmolive recorded the most dynamic growth of any company in deodorants during the year as sales of its brands Lady Speed Stick and Mennen Speed Stick rose dramatically. The company launched new scent variants under the brand during the second half of the review period, whilst the increased use of price promotions has also supported rising demand.

Leadership of international companies due to their stronger advertising activity

Multinational companies continue to account for the bulk of sales in deodorants and this is not least due to their prominent advertising campaigns. Although numerous deodorants brands were advertised in the category during the review period, among the most successful were Fa, Nivea and Rexona.

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