"Deodorants in New Zealand" Published

2013 saw stronger protection formulations gain momentum, spurred on by the 2011 introduction by Unilever of the Clinical Protection formulation of more sophisticated stick deodorants. This trend saw Beiersdorf New Zealand Ltd introduce Nivea Stress Protect 48 Hour in 2013, backed by a strong marketing campaign including a TV commercial. This was along with the company’s men’s care product, Nivea Men Stress Protect 48 Hour. In addition, the Clinical Protection formulation which was available through the Dove and Rexona brands was expanded into the men’s grooming range of Rexona for Men and Dove Men+Care. With stronger formulations being seen as popular, the market also saw a revival in the Mitchum brand by Revlon, which traditionally has always been seen as a powerful deodorant in terms of perspiration protection.

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Competitive Landscape

Unilever New Zealand Ltd continued to dominate the category with a current value share of 67% in 2013. The top five deodorant brands in New Zealand are all within the Unilever portfolio, making the company a strong market leader in deodorants. Lynx remained the number one brand in deodorants at a value share of 21%, despite being predominately a male brand (Lynx Female was introduced in 2012). However, it was noted that many supermarkets did not offer the entire Lynx range; therefore, it appeared that the range was being rationalised, changed or revamped during 2013. As a result, Lynx dropped over one percentage point in value share overall in 2013. Indeed, Lynx in roll-on format reduced slightly in share in 2013, whilst the Lynx Male variant expanded its range during the year. Adding to the large number of products available within the Lynx range, Unilever New Zealand Ltd introduced the Lynx Play Collection range in September 2013.

Industry Prospects

The development of gender-specific deodorants is expected to continue over the forecast period along with stronger protection formulations. Nonetheless, deodorants is forecast to see flat growth in constant value over the forecast period. However, in volume terms the deodorant category is expected to grow by a 2% CAGR over the forecast period. The category is expected to see continued pressure from price promotional activity, particularly in categories such as roll-ons and sprays where the main innovation is fragrance development.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in New Zealand 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.

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