Deodorants in India

DEODORANTS IN INDIA
Euromonitor International
July 2015
DEODORANTS IN INDIA
Passport
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 2
Category Data .............................................................................................................................. 3
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Sales of Deodorants by Category: Value 2009-2014 ................................... 3

Sales of Deodorants by Category: % Value Growth 2009-2014................... 3
Sales of Deodorants by Premium vs Mass: % Value 2009-2014 ................. 3
NBO Company Shares of Deodorants: % Value 2010-2014 ........................ 3
LBN Brand Shares of Deodorants: % Value 2011-2014............................... 4
LBN Brand Shares of Premium Deodorants: % Value 2011-2014 ............... 5
Forecast Sales of Deodorants by Category: Value 2014-2019 .................... 5
Forecast Sales of Deodorants by Category: % Value Growth 20142019 ............................................................................................................. 6
Forecast Sales of Deodorants by Premium Vs Mass: % Value 20142019 ............................................................................................................. 6
DEODORANTS IN INDIA
DEODORANTS IN INDIA
HEADLINES
Deodorants sees current value growth of 23% in 2014, to reach INR24.0 billion
Deodorant pumps increases by 70% in current value terms in 2014, driving growth in
deodorants
The average price of deodorant sprays increases by 1% and deodorant pumps by 7% in
2014, which is attributed to the premiumisation of mass deodorants
Vini Cosmetics replaces Hindustan Unilever as the leader in deodorants in 2014, with a 17%
value share
Deodorants is expected to increase by a value CAGR of 14% at constant 2014 prices in the
forecast period, to reach INR45.2 billion in 2019
TRENDS
Deodorant pumps displayed remarkable current value growth in 2014, and thus drove growth
in deodorants, which otherwise increased at a steady pace. As the category is driven by
impulse buying behaviour and has low brand loyalty, manufacturers are launching variants
based on fragrances to remain strong.
Although deodorants saw one of the fastest growth rates in beauty and personal care in 2014,
growth was slower than the 28% current value growth in 2013, because these products are
relatively new in India and the category is moving towards a stable growth rate.
The current value growth of deodorants was 23% in 2014. This was mainly due to rising
disposable incomes amongst consumers in the age group 20-30, who opt for deodorants over
talcum powder to tackle body odour. Growth drivers such as faster rural penetration and users
buying multiple brands or variants for different occasions also drove growth in this category.
Deodorant pumps saw the fastest growth of 70% in current value terms in 2014. This can be
attributed to the claim of pumps to deliver more sprays per can and a long-lasting fragrance
compared with aerosol-based sprays. This functional aspect, as well as value for money,
acted as a good differentiation factor in the crowded and cluttered deodorants category.
Antiperspirants had negligible sales in India in 2014, mainly because of distinct usage of
deodorants in India, i.e. spraying over clothing. Also, antiperspirants have a negative
impression amongst consumers of blocking the sweat glands, and are also believed to lead to
skin-related issues. The major launches in this category did not perform well due to these
factors.
Deodorants has one of the highest numbers of variants in beauty and personal care.
Fragrance-based variants are popular because consumers prefer deodorant as a cheaper
alternative to fragrance, and apply it over their clothing rather than for its intended use, which
is as a body spray.
The use of deodorants in India largely varies from its intended usage. Most consumers spray
deodorants over their clothing as a fragrance as opposed to its intended usage, which is as a
body spray. Some brands have identified this peculiar characteristic, and have launched
fragrances in similar packing to that of a deodorant can. Product launches in 2014 included
Layerr Shot by Adjavis Ventures and ITCs Engage cologne spray.
Passport
DEODORANTS IN INDIA
COMPETITIVE LANDSCAPE
Vini Cosmetics held a 17% value share in deodorants and overtook Hindustan Unilever to
gain the leading position in 2014. The Fogg deodorant pump by Vini Cosmetics claims to
deliver 800-1,000 sprays per can, along with long lasting fragrance. Vini Cosmetics promoted
Fogg across various media by quantifying the number of sprays each bottle can provide to a
consumer, whereas other players continued to focus on advertising which primarily was
based on attracting the opposite gender.
Fogg deodorant from Vini Cosmetics reached a significant value share of 17% in deodorants
in 2014. Fogg was promoted across various media channels, including television, POS in
modern retail channels, and clearly cited the more spray per can functional positioning.
Axe, the leader in deodorants until 2013, lost share to other brands, including the current
brand leader Fogg. This can be attributed to Foggs unique proposition compared with Axe,
despite using celebrity endorsement.
In 2014 deodorants was led by domestic brands Fogg by Vini Cosmetics and Wild Stone by
McNroe Chemicals Pvt Ltd with shares of 17% and 11% respectively. International brands
such as Axe by Hindustan Unilever and Engage by ITC were third and fifth in deodorants in
India.
With the growing popularity of deodorant pumps, the market saw new launches in this
category by almost all the major players. Hindustan Unilever, ITC and McNroe Chemicals
launched pump variants to meet the growing demand for this format. Deodorant pumps are
also known as no-gas deodorants, meaning non-aerosol.
In 2014 Adjavis Venture launched a new deodorant pump under the brand name Layerr Shot
for men and Wottagirl! for women. The television campaign featured Bollywood actor Imran
Khan promoting the advertisement. These deodorants use plastic bottles rather than the
metal bottles usually used by players across deodorants in India. This characteristic is used to
differentiate it from other brands, as it was the first time that a deodorant was chosen to be
packaged in a clear transparent bottle.
Premium deodorants such as Ferrari and Hugo Boss are available in selected department
stores, such as Central and Shoppers Stop. There were no private label deodorants available
in 2014.
PROSPECTS
More brands and variants are expected in womens deodorants, which currently contributes
31% of current value sales. This can be attributed to growing awareness of hygiene and
wellbeing amongst women These new launches in womens deodorants will include
secondary benefits such as skin whitening or hair growth limiters.
Deodorants is expected to increase by a value CAGR of 14% at constant 2014 prices over the
forecast period, to reach INR45.2 billion in 2019.
Deodorant pumps is expected to see the fastest CAGR of 23% at constant 2014 prices, and
will drive sales of deodorants in India. This is mainly because of its functional characteristic of
delivering more sprays per can than aerosol-based sprays. This is expected to suit
consumers requirements in the prevailing inflationary environment.
Deodorants, as a relatively new category in India, with low entry barriers and fair margins, will
attract new smaller players. From 2012, newer players such as Vini Cosmetics and ITC were
able to gain major share over a short period, which will in turn encourage competition.
The major launches in 2014 were in deodorant pumps. Major brands of deodorants ventured
into deodorant pumps to benefit from the growth of the category, and this was also evident
Passport
DEODORANTS IN INDIA
Passport
from the product shelf placement across modern retail channels. During the forecast period
fragrance variant-based launches are expected in pump deodorants.
CATEGORY DATA
Table 1
Sales of Deodorants by Category: Value 2009-2014
INR million
Deodorant Creams
Deodorant Pumps
Deodorant Roll-Ons
Deodorant Sprays
Deodorant Sticks
Deodorant Wipes
Deodorants
Source:
2009
2010
2011
2012
2013
2014
96.1
5,576.8
5,672.9
108.6
7,821.0
7,929.6
132.7
11,153.0
11,285.7
1,203.5
157.1
13,840.4
4.1
15,205.1
2,486.1
177.8
16,806.3
5.0
19,475.3
4,212.9
198.1
19,612.4
6.1
24,029.5
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Sales of Deodorants by Category: % Value Growth 2009-2014
% current value growth
Deodorant Creams
Deodorant Pumps
Deodorant Roll-Ons
Deodorant Sprays
Deodorant Sticks
Deodorant Wipes
Deodorants
Source:
2013/14
2009-14 CAGR
2009/14 Total
69.5
11.4
16.7
23.8
23.4
15.6
28.6
33.5
106.0
251.7
323.6
Table 3
Sales of Deodorants by Premium vs Mass: % Value 2009-2014
% retail value rsp
Premium
Mass
Total
Source:
2009
2010
2011
2012
2013
2014
1.7
98.3
100.0
1.8
98.3
100.0
1.8
98.3
100.0
1.8
98.2
100.0
1.8
98.2
100.0
1.9
98.2
100.0
Table 4
NBO Company Shares of Deodorants: % Value 2010-2014
% retail value rsp

Company
Vini Cosmetics Pvt Ltd
2010
2011
2012
2013
2014
7.9
12.4
16.6
DEODORANTS IN INDIA
Passport
McNroe Chemicals Pvt Ltd

Hindustan Unilever Ltd
Helene Curtis India
Ltd, J K
ITC Ltd
Marico Ltd
TTK Healthcare Ltd
Nivea India Pvt Ltd
Nike India Pvt Ltd
Jyothy Laboratories Ltd
CavinKare Pvt Ltd
Menezes Cosmetics Pvt Ltd
Wipro Ltd
Oriflame India Pvt Ltd
adidas India Marketing
Pvt Ltd
Avon Beauty Products
India Pvt Ltd
Ferrari Giovanni
Industria Casearia SpA
Gillette India Ltd
Hindustan Lever Network
Modicare Ltd
Reckitt Benckiser
(India) Ltd
Henkel India Ltd
Hindustan Lever Ltd
Lornamead Group
Lornamead Personal Care
Pvt Ltd
Others
Total
Source:
9.5
29.6
1.7
10.7
29.3
1.7
10.8
21.5
2.3
10.8
14.4
3.8
10.7
9.9
7.7
5.2
4.8
3.5
6.2
2.2
1.6
1.1
0.6
5.6
5.1
3.4
5.7
5.4
2.0
1.6
0.8
0.7
7.1
5.1
5.4
3.6
5.2
5.1
1.9
1.6
0.6
0.8
4.5
6.7
5.0
4.9
3.8
4.2
3.4
1.6
1.5
1.3
0.8
6.6
5.3
5.1
5.1
3.8
3.4
2.7
2.0
1.4
1.1
0.9
1.3
1.3
1.1
0.8
0.7
0.3
0.4
0.5
0.5
0.5
0.5
0.1
0.1
10.4
0.4
0.1
0.1
9.0
0.4
0.1
0.1
-
0.3
0.1
0.1
-
0.3
0.1
0.1
-
6.3
-
15.0
100.0
16.7
100.0
19.0
100.0
19.2
100.0
16.1
100.0
Table 5
LBN Brand Shares of Deodorants: % Value 2011-2014
% retail value rsp

Brand
Fogg
Wild Stone
Park Avenue
Axe
Engage
Set Wet
Eva
Nike Sport
Performance
Spinz
Nivea Deodorant
Dove
Nivea Deodorant for
Men
Old Spice
Fa
Fa Men
Yardley of London
Company
2011
2012
2013
2014
Vini Cosmetics Pvt Ltd

McNroe Chemicals Pvt Ltd
Helene Curtis India
Ltd, J K
ITC Ltd
Marico Ltd
TTK Healthcare Ltd
Nike India Pvt Ltd
10.7
1.7
7.9
10.8
2.3
12.4
10.8
3.8
16.6
10.7
7.7
25.1
5.6
3.4
17.8
7.1
5.1
3.6
11.4
4.5
6.7
5.0
3.8
7.1
6.6
5.3
5.1
3.8
CavinKare Pvt Ltd

Nivea India Pvt Ltd
Nivea India Pvt Ltd
5.4
2.7
3.0
2.2
5.1
2.7
2.7
2.4
3.4
2.5
2.5
2.2
2.7
2.6
2.5
2.2
Menezes Cosmetics Pvt Ltd

Wipro Ltd
2.0
3.5
2.1
1.6
1.9
3.2
2.0
1.6
1.6
2.5
1.7
1.5
2.0
2.0
1.4
1.4
DEODORANTS IN INDIA
adidas
Ferrari
Oriflame Glacier
Gillette Series
Nivea Roll-on
Avon Little Black
Dress
Denim Deo Spray
Avon Senses
Avon Styx
Oriflame 24H Active
Protection
DIY
Avon Feelin' Fresh
Essensual
Rexona
Set Wet
Passport
adidas India Marketing

Pvt Ltd
Ferrari Giovanni
Gillette India Ltd
Nivea India Pvt Ltd
India Pvt Ltd
India Pvt Ltd
India Pvt Ltd
0.7
0.8
0.8
0.9
0.4
0.5
0.5
0.5
0.2
0.4
0.2
0.3
0.2
0.4
0.3
0.2
0.4
0.3
0.3
0.2
0.3
0.3
0.3
0.2
0.3
0.4
0.3
0.3
0.2
0.1
0.1
0.1
0.3
0.3
0.2
0.1
0.1
0.1
0.1
0.1
Hindustan Lever Network

India Pvt Ltd
Modicare Ltd
Reckitt Benckiser
(India) Ltd
0.1
0.2
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.9
9.0
0.1
0.6
-
0.0
0.2
-
0.0
0.0
-
17.6
100.0
19.6
100.0
20.3
100.0
17.1
100.0
Others
Total
Source:
Table 6
LBN Brand Shares of Premium Deodorants: % Value 2011-2014
% retail value rsp

Brand
Ferrari
Company
2011
2012
2013
2014
Ferrari Giovanni
20.4
28.8
29.1
27.1
79.6
100.0
71.2
100.0
70.9
100.0
72.9
100.0
Others
Total
Source:
Table 7
Forecast Sales of Deodorants by Category: Value 2014-2019
INR million
Deodorant Creams
Deodorant Pumps
Deodorant Roll-Ons
Deodorant Sprays
Deodorant Sticks
Deodorant Wipes
Deodorants
Source:
2014
2015
2016
2017
2018
2019
4,212.9
198.1
19,612.4
6.1
24,029.5
5,575.4
206.8
22,216.2
7.0
28,005.3
7,105.2
217.9
24,476.9
7.9
31,807.9
8,652.7
230.3
27,324.1
8.8
36,215.9
10,213.7
243.6
29,828.3
9.6
40,295.2
11,784.6
257.5
33,110.7
10.6
45,163.4
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
DEODORANTS IN INDIA
Table 8
Passport
Forecast Sales of Deodorants by Category: % Value Growth 2014-2019
% constant value growth
Deodorant Creams
Deodorant Pumps
Deodorant Roll-Ons
Deodorant Sprays
Deodorant Sticks
Deodorant Wipes
Deodorants
Source:
2014/2015
2014-19 CAGR
2014/19 TOTAL
15.4
5.7
11.0
9.4
12.1
22.8
5.4
11.0
11.5
13.5
179.7
30.0
68.8
72.2
87.9
trade sources
Table 9
Forecast Sales of Deodorants by Premium Vs Mass: % Value 2014-2019
% retail value rsp
Premium
Mass
Total
Source:
2014
2015
2016
2017
2018
2019
1.9
98.2
100.0
1.9
98.2
100.0
1.9
98.1
100.0
1.9
98.1
100.0
1.9
98.1
100.0
1.9
98.1
100.0
trade sources

Deodorants in India

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DEODORANTS IN INDIA

LIST OF CONTENTS AND TABLES

Sales of Deodorants by Category: Value 2009-2014 ................................... 3

Sales of Deodorants by Category: Value 2009-2014

Sales of Deodorants by Category: % Value Growth 2009-2014

% current value growth

Sales of Deodorants by Premium vs Mass: % Value 2009-2014

% retail value rsp

NBO Company Shares of Deodorants: % Value 2010-2014

% retail value rsp

McNroe Chemicals Pvt Ltd

LBN Brand Shares of Deodorants: % Value 2011-2014

% retail value rsp

Vini Cosmetics Pvt Ltd

CavinKare Pvt Ltd

Menezes Cosmetics Pvt Ltd

adidas India Marketing

Hindustan Lever Network

LBN Brand Shares of Premium Deodorants: % Value 2011-2014

% retail value rsp

Forecast Sales of Deodorants by Category: Value 2014-2019

Forecast Sales of Deodorants by Category: % Value Growth 2014-2019

% constant value growth

Forecast Sales of Deodorants by Premium Vs Mass: % Value 2014-2019

% retail value rsp

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