Deodorants in Uzbekistan

PROSPECTS

Deodorants set to benefit from economic development and population growth

Deodorants is expected to record steady growth in volume and current value sales over the forecast period. The category will continue to benefit as economic development not only makes deodorants affordable to more consumers, but also encourages the adoption of higher personal hygiene standards among Uzbekistanis in general.

Deodorant sprays projected to be the most dynamic category

Deodorant sprays looks set to remain the largest category over the forecast period, and is also projected to record the fastest growth in volume and current value sales. Appreciation for the convenience of this format will continue to rise in line with the trend towards busier lifestyles in Uzbekistan, while improvements in purchasing power and increasing competition will make deodorant sprays more affordable to many consumers.

Demand for deodorant creams and roll-ons expected to decline

Together with comparatively low prices, the convenience factor is also expected to support healthy growth in volume and current value sales for deodorant sticks over the forecast period. In addition, the fact that deodorant sticks are available in the same scents as the most popular deodorant sprays brands will help to sustain demand.

COMPETITIVE LANDSCAPE

Nivea distributor Palmy Flower continues to lead deodorants

Palmy Flower, which distributes the Nivea brand, remained the overall leader in deodorants in value terms in 2018. Nivea has been present in Uzbekistan for many years, and is widely available across the country thanks to Palmy Flower’s extensive distribution network.

Colgate-Palmolive remains the most dynamic player in value growth terms

Colgate-Palmolive remained by far the most dynamic company in deodorants in terms of overall current value sales growth in 2018. This was due to the strong performances of its Lady Speed Stick and Mennen Speed Stick brands, with demand for both being bolstered by price promotions and the success of new scent variants launched towards the end of the review period.

Leading international brands continue to benefit from strong advertising support

International brands continued to dominate deodorants in 2018. In addition to early mover advantages and trusted reputations for quality, this dominance was also attributable to strong advertising support.

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