The fact that eight out of ten adult consumers use deodorants clearly demonstrates the importance of this consumer category.
The first-ever commercial deodorant was Mum. It was launched in 1888 in Philadelphia, and was sold as a cream in a jar and applied with the fingertips.
Within the Ipsos BRANDpuls research, marketing indicators are continuously monitored for the category of deodorants and brands within it and the data is analyzed in terms of demographics, consumers’ lifestyle and their buying habits. 84% of the population of Bosnia and Herzegovina aged 15-64 years use deodorants, of which 50% use them every day and prefer deodorant spray, followed by roll-on and stick deodorants.
Top five brands ranked by frequency of use in B&H are Nivea, Dove, Adidas, Rexona and Axe. Users are generally very loyal to brands and reluctant to change. The quality of product comes first when choosing a brand, ahead of the price, although as a market we are very price-sensitive. Men are more loyal to a specific brand, while women are more open to trying new brands, but are more demanding when choosing fragrances and additional product features. As for the smell, it seems that the producers are trying to revive scented deodorants and antiperspirants like Adidas and Rexona. Natural and mild scents are preferred by women, while men are more inclined to difficult and distinctive sport scents (Axe) or neutral scents (Nivea). Another feature that has proven important for female consumers is the protection from the white spots, which in the past was the main drawback of many antiperspirants.
Observing a “full rate card” investment – this category is one of the most active in advertising terms. Advertiser with the most active brands in the category is Unilever with brands Dove, Rexona and Axe. The category is active throughout the year, with no signs of pronounced seasonality and advertisers often communicate combined male and female deodorants.
Deodorant category is one of the most important categories in the cosmetic industry. Although the category already has a high level of use, it has a low potential of expanding to a total of approximately 15% of those who do not use the category products. A great mass of consumers remains available to brands and can be attracted with new and innovative product lines that appear almost daily on the market.