New Market Research Report: Deodorants in Malaysia

In 2013, deodorants with specific benefits continued to perform well. Specific benefits such as whitening, skin repair, anti-aging, and antiperspirant, were widely utilised by various leading brands, including brands like Nivea Deodorant and Rexona. Products with specific functional benefits like these are perceived to offer better value-for-money. In addition, men formed a major target group for deodorants, due to the fact that men’s bodies tend to perspire more than women’s. In 2013, one of the leading brands had a separate product line for male consumers, such as Nivea Cool Kick by Nivea.

Competitive Landscape

The two leading players Wipro Unza and Unilever both led deodorants with 27% retail value share each. The companies possessed a wide range of well-established and popular brands, such as Rexona, Dashing, Enchanteur and Romano. However, looking at brand share, Rexona was by far the leading brand with 24% value share. The brand’s success was attributed to its strong marketing activities which helped to constantly place it top of mind.

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Industry Prospects

Deodorants is expected to maintain its positive growth over the forecast period with a 1% value CAGR at constant 2013 prices. Deodorants in Malaysia will continue to face strong competition from its alternatives like fragrances and perfumed talcum powder. However, innovations in deodorants to bring specific functional benefits to the products such as whitening, anti-ageing and antiperspirant help will help to maintain deodorants’ competitiveness. In addition, having a more affordable price compared to fragrances makes deodorants more suitable to reach out to the mass market and grow in sales from this target audience.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Malaysia 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 Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in Malaysia market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Deodorants in Malaysia?

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