Deodorants in Indonesia - New Report Available

In 2014, deodorants managed to pick up sales and contributed faster value growth compared to the previous year. Although deodorants continue to be threatened by mass fragrances, which attracts consumers from all income groups and age groups with their various attractive aromas and packaging design, deodorants are still preferred by many consumers who are very much aware of their body odour. Deodorants target the most crucial part of the body that sweats and gives out bad body odour, which is the armpit, and thus make consumers feel more at ease in reducing sweat and covering body odour when applying deodorants. Manufacturers also attempted to attract consumers with the extra whitening benefit that is usually sought after by women.

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Competitive Landscape

Unilever Indonesia Tbk PT, with its Rexona and Axe brands, retained its leadership of deodorants with 45% value share in 2014. Despite its already strong position in deodorants during the review period, the company continued to invest heavily in new launches and promotional efforts, with both below- and above-the-line activities. One of its new product launches during 2014 was Rexona Invisible Dry for Men and for Women. The new product comes in different packaging, black for men and white for women. As a result, Unilever also manage to record the highest value growth of 69% in 2014.

Industry Prospects

Deodorants in Indonesia is considered far from saturated, as it posted one of the lowest value sizes in beauty and personal care with only 4% share of total value sales of beauty and personal care in 2014. Since applying deodorant is not yet a cultural norm for most Indonesians, educating customers through advertising will continue to remain the focus and a big challenge for manufacturers over the forecast period. Towards the end of the forecast period, with the deodorant consumer base likely to grow slowly, there is likely to be faster value growth, provided there are new breakthroughs in deodorants and consistent advertising and educational efforts. The value contribution of men’s products is expected to continue rising over the forecast period, reaching 2% by 2019, up from 8% in 2014.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Indonesia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Deodorants industry in Indonesia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in Indonesia market research report includes:

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