Having made a great progress, today’s deodorants products give us almost absolute control over the sweating process. Deodorants reduce or mask underarm odor by fragrance or act as antimicrobial agents, while antiperspirants (AP) temporarily block the sweat glands affecting the body structure and function. In Russia, European Union and Brazil APs are considered as cosmetics while the United States and Japan regulate them as drugs and “quasi-drugs”, respectively. Presented in various forms, deodorants fit individual needs and have multi-action. Sprays are the most popular type of deodorants (37%) followed by sticks (27%) and roll-on (29%) applications. They’ve managed to squeeze out gel deodorants, which are accounted for only 5% of total sales. The lowest volume of sales belongs to cream deodorants based on medicinal herbs extracts and able to protect body from 3 to 7 days after each application. They work by taking aim at bacteria, which provoke the unpleasant odour. Bio-deodorants also have their advantages: they are alcohol free and suitable for sensitive skin which requires especially delicate treatment. Containing thermal water, essential oils and natural ingredients bio applications soothe irritation and prevent allergy reactions.
Women proved to be the most active deodorants consumers accounted for the largest share of total sales – 61%. To avoid sweat smell, almost two thirds of women (63.4%) admitted to applying deodorant products at least once a day while 26.1% - several times a day.
Beiersdorf, Gillette, Schwarzkopf&Henkel, Procter&Gamble, Unilever and Colgate-Palmolive enter the TOP Six International Players on the Russian deodorant market. There share accounted for 90%. Rexona by Unilever continues to be the leading and most-recognized brand. According to ComconPharma’s multiply choice survey, it is familiar to over 60% of Russian women. Henkel’s brand Fa is similarly popular, with 51% of Russians expressing their familiarity with this brand. Fa was the very first brand to advertise on the Russian market. However, despite almost 20 years’ presence, it hasn’t managed to shake Unilever’s dominance. Lady Speed Stick (Colgate) is known to 45% of Russian women, while Nivea and Dove deodorants are familiar to 44%, each. Among the leading Russian manufacturers are Kalina, Linda and Green Mama producing goods of low and middle price categories. Deodorants segment brings a significant profit to their producers. For example, L’Oreal managed to increase its share on the Russian deodorant market and strengthen its position on the men’s toiletries market with the launch of Garnier Mineral for Men.
Luxury deodorants carve their own market niche. Usually they make an ensemble with famous fragrances, entering their perfumery lines and seem to be popular among certain groups of Russian clients.
Men’s deodorant market is gaining in momentum, welcoming novelties. According to the survey, more and more Russian men start to consider deodorants as “prime necessities”. Only 14.7 % use them from time to time: twice or three times a week.
Manufacturers believe summer to be the best time to launch new products on the Russian market. The fact is that in the summer season deodorant consumption increases by 7-10%, the average annual rates and sales reach a high in July and August. In November and December meanwhile sales are flat and as Russia is a cold country, people use them rarely. So, Russian deodorant segment has a seasonal fluctuation in sales.
Russian deodorants market constituted 4,6% of the Russian overall almost US$10 bln market. It continues to be dominated by the foreign producers which “spoil” their customers with novelties. More and more brands consider this segment to be perspective and intend to create their own range of deodorants. Different modern trends in the cosmetic industry find ways to involve deodorants which turn into multipurpose products. By experts’ estimations, Russians easily switch from one brand to another despite the best efforts of manufacturers to increase brand value and loyalty. So we can expect a tough competition over the coming years.