New Market Report: Deodorants in New Zealand

2014 saw the entry of the private label brand Select from Progressive Enterprises in deodorants. It is available in both Select Men and Select Women, including spray and roll-on formats. These value-priced products are available at a slightly lower price point than mainstream brands, leading to more competitive pricing amongst all products

Competitive Landscape

Unilever New Zealand continued to lead deodorants quite convincingly in 2014, representing a 63% value share. The company’s Impulse brand increased its share slightly compared with 2013, mainly due to a revamp of the body sprays to emphasise "perfume in a spray" on the packaging. In addition, Rexona for Men saw a slight increase in brand share to 10% in 2014, due to the introduction of Rexona Men Clinical Protection. Meanwhile, the Lynx brand remained the top ranked brand, despite a share decline to 20% in 2014.

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Industry Prospects

It is expected that fragrance-inspired body sprays will continue to drive sales in deodorant sprays, and stronger protection will drive growth in deodorant sticks over the forecast period. With the introduction of private label in both roll-on and spray formats, it is likely that they will put pressure on prices within these categories, which are expected to become highly competitive.

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.

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

The Deodorants in New Zealand 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 New Zealand?
* What are the major brands in New Zealand?
* Which deodorant formats are seeing most dynamic growth?
* What are the key trends in product development?

Reasons to Get this Report

* Gain competitive intelligence about market leaders
* Track key industry trends, opportunities and threats

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