DEODORANTS IN INDIA

Euromonitor International
May 2016
DEODORANTS IN INDIA Passport I

LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 1
Prospects ..................................................................................................................................... 2
Category Data .............................................................................................................................. 3
Table 1 Sales of Deodorants by Category: Value 2010-2015 ................................... 3
Table 2 Sales of Deodorants by Category: % Value Growth 2010-2015................... 3
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2010-2015 ................. 4
Table 4 NBO Company Shares of Deodorants: % Value 2011-2015 ........................ 4
Table 5 LBN Brand Shares of Deodorants: % Value 2012-2015............................... 4
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2012-2015 ............... 6
Table 7 Forecast Sales of Deodorants by Category: Value 2015-2020 .................... 6
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2015-
2020 ............................................................................................................. 6
Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2015-
2020 ............................................................................................................. 6

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DEODORANTS IN INDIA Passport 1

DEODORANTS IN INDIA
HEADLINES
Deodorants current retail value sales rise by 27% to reach INR31 billion in 2015
Deodorant pumps continues to drive sales within deodorants, registering current retail value
growth of 54% in 2015
Average current unit prices within deodorant sprays increase by 6% in 2015
Vini Cosmetics continues to lead deodorants in 2015, recording a value share of 17%
Deodorants has a projected forecast period constant 2015 price value CAGR of 21%, with
sales set to reach INR78 billion by 2020

TRENDS
Use of deodorants in India is still largely an urban phenomenon and has yet to even penetrate
all consumers in urban centres. According to Euromonitor International data, over 67% of the
Indian population lives in rural regions, which remain largely untapped markets. Rural
consumers in India continue to use talcum powders and local fragrances such as Attars and
fragrance oils. In addition, the median age of the Indian population is 27 years, with around
77% of the population being below the age of 45. As a result, opportunities for growth within
deodorants remain high in India as the population is still very young and a large percentage of
consumers are yet to start using products in this area.
Current retail value growth of 27% within deodorants in 2015 was lower than the review
period CAGR of 31%. The deodorant market was fairly small at the start of the review period
in 2010, with sales taking-off following the entry of a large number of brands due to the
opportunities offered by this market. While growth rates within deodorants remain strong, they
are gradually falling due to increasing maturity.
Deodorant pumps led growth in 2015, with current value sales in the area rising by 54%.
Deodorant pumps is fairly new and barely three years old and was developed by Vini
Cosmetics through its Fogg brand, with a large number of deodorant spray brands launching
deodorant pumps in a bid to develop the market. Deodorant pumps continued to see the
launch of new variants from brands such as Fogg, Axe Signature, and Engage during 2015
and kept consumers engaged with aggressive promotions through TV commercials, print ads
and billboards.
Almost all deodorant products available in India are antiperspirants, with most brands
targeting perspiration by claiming to provide full day protection. As India has a tropical climate
and a long coastal line with hot summers, perspiration is a major issue for consumers.
Temperatures and humidity are high throughout the year in coastal regions, with most
deodorant brands focusing on the antiperspirant properties of their products in brand
campaigns.

COMPETITIVE LANDSCAPE
Vini Cosmetics Fogg brand remained the market leader within deodorants during 2015,
recording a retail value share of 17%. Fogg continues to promote its products aggressively
through TV commercials, print ads and billboards. In addition, the brand has also been
focussing on launching new variants and scents such as Xpressio, Xtremo, Impressio and

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Make My Day that appeal to younger consumers. McNroe Chemicals Wild Stone remained in
second position in 2015 with a value share of 10%.
Raymonds Park Avenue brand has made up a lot of ground over the past two years as a
result of the companys emphasis on increasing distribution and reaching out to more
consumers. In addition, the company also launched the New Park Avenue Acti-Cool
deodorant range, which claims to be a 2-in-1 product which gives the benefit of both cooling
and fragrances. The company has also been carrying out in-store promotions in modern retail
outlets and investing in increasing distribution and reach, with the brand now being available
across most online retailers a development which has helped increase its reach
significantly.
ITCs Engage led growth in 2015 and was just behind Park Avenue in terms of sales. The
company focussed on brand building exercises through campaigns such as Engage Love
Notes - an innovative digital campaign carried out in collaboration with Google India in order
to reach its target consumer base, which is primarily young consumers. In 2016, the brand
expanded its portfolio with the introduction of Engage Perfume Sprays in four variants: W1
and W2 for women and M1 and M2 for men. This is an attempt by Engage to increase its
presence across the various deodorant segments and follows on from the launch of Engage
Cologne Spray in 2015.
Domestic brands continue to dominate deodorants sales in India, accounting for the top three
positions in the area in 2015, with Fogg, Wild Stone and Park Avenue together representing
35% of deodorant sales. International brands such as Axe, Old Spice and Nike recorded
single digit sales shares within deodorants in 2015.
Hindustan Unilever launched two new Axe Signature variants in 2015: Axe Champion and
Axe Maverick. These two variants were launched in tandem with the launch of the Hollywood
movie Captain America: Civil War to attract consumers to the brand, with promotions
claiming Axe Champion was for Team Captain America and Axe Maverick for Team Iron Man.
Park Avenue launched a new advertising campaign for its range of deodorants in 2015 which
featured Bollywood celebrity Farhan Akhtar. The advert focussed on the longer lasting
freshness and fragrance of Park Avenue deodorants through slogans such as Always Fresh,
Always On and Freshness Lock. In 2016, the company launched a new campaign for its
Acti-Cool range of deodorants that featured noted model and actor Muzammil Ibrahim. The
advertisement focussed on the prevailing political conditions in the country regarding strikes
and public movements and tried to communicate messages such as long lasting, cooling
crystals help to keep you fresh and 2-in-1 cooling fragrance deo.
The penetration and availability of premium deodorant brands is still very limited in India.
Brands such as Ferrari and Hugo Boss are available in selected department stores, such as
Central and Shoppers Stop, which are primarily located in metro cities.
Deodorants is highly competitive, with the area featuring a large number of local and domestic
players. As a result, the scope for private label remained low within deodorants during 2015.

PROSPECTS
Demand for deodorants in India is expected to continue to grow over the forecast period.
Changing lifestyle trends and a greater emphasis on hygiene, coupled with increasing
availability due to the growth of modern retailers, is expected to continue to drive demand for
deodorants over the forecast period.
Deodorants projected forecast period constant 2015 price value CAGR of 21% is in line with
the review period CAGR. Deodorants is still a growing market in India and the scope for
expansion is immense as the the majority of consumers use talcum powders in India. Growth

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over the forecast period will also be supported by the fact more consumers are shifting from
talcum powders and fragrances to deodorants due to their ease of use and competitive
pricing.
Deodorant pumps will lead growth over the forecast period, with the area having a projected
constant 2015 price value CAGR of 39% and sales set to reach INR33 billion by 2020.
Deodorant pumps are a late entry into the deodorant market in India as opposed to deodorant
sprays and is thus growing rapidly from a lower sales base. Deodorant pumps brands such as
Fogg by Vini Cosmetics carried out aggressive promotions during the review period and
highlighted the longer lasting effect of deodorant pumps compared to deodorant sprays. This
strategy helped Fogg garner strong sales share over the review period and also helped drive
sales of deodorant pumps. Deodorant pumps players are expected to continue to work on this
strategy and launch premium deodorant pumps over the forecast period to attract consumers
from fragrances via aggressive pricing and promotions.
The deodorants market in India was highly competitive over the review period and also
witnessed a lot of changes in terms of consumer evolution and preferences. Vini Cosmetics,
through its deodorant pumps offering Fogg, was able to shift a substantial portion of the
deodorant market from deodorant sprays to deodorant pumps over the review period. Over
the forecast period, innovations within deodorants are expected to continue as players will try
to create a niche for themselves through new launches.

CATEGORY DATA
Table 1 Sales of Deodorants by Category: Value 2010-2015

INR million
2010 2011 2012 2013 2014 2015

Deodorant Creams - - - - - -
Deodorant Pumps - - 1,203.5 2,486.1 4,212.9 6,486.8
Deodorant Roll-Ons 108.6 132.7 157.1 177.8 198.1 219.8
Deodorant Sprays 7,821.0 11,153.0 13,840.4 16,806.3 19,612.4 23,781.5
Deodorant Sticks - - - - - -
Deodorant Wipes - - 4.1 5.0 6.1 7.4
Deodorants 7,929.6 11,285.7 15,205.1 19,475.3 24,029.5 30,495.4
Source: 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 2010-2015

% current value growth

2014/15 2010-15 CAGR 2010/15 Total

Deodorant Creams - - -
Deodorant Pumps 54.0 - -
Deodorant Roll-Ons 11.0 15.1 102.4
Deodorant Sprays 21.3 24.9 204.1
Deodorant Sticks - - -
Deodorant Wipes 20.0 - -
Deodorants 26.9 30.9 284.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 3 Sales of Deodorants by Premium vs Mass: % Value 2010-2015

% retail value rsp

2010 2011 2012 2013 2014 2015

Premium 1.8 1.8 1.8 1.8 1.9 1.9

Mass 98.3 98.3 98.2 98.2 98.2 98.2
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 NBO Company Shares of Deodorants: % Value 2011-2015

% retail value rsp

Company 2011 2012 2013 2014 2015

Vini Cosmetics Pvt Ltd - 7.9 12.4 16.6 17.4

McNroe Chemicals Pvt Ltd 10.7 10.8 10.8 10.5 10.2
Hindustan Unilever Ltd 29.3 21.5 14.4 10.0 9.3
Helene Curtis India 1.7 2.3 3.8 7.6 7.3
Ltd, J K
ITC Ltd - - 4.5 6.6 7.3
TTK Healthcare Ltd 5.6 5.1 5.0 5.1 5.0
Nivea India Pvt Ltd 5.1 5.4 4.9 5.0 4.9
Marico Ltd - 7.1 6.7 5.3 4.7
Nike India Pvt Ltd 3.4 3.6 3.8 3.7 3.6
Jyothy Laboratories Ltd 5.7 5.2 4.2 3.4 3.1
CavinKare Pvt Ltd 5.4 5.1 3.4 2.7 2.5
Menezes Cosmetics Pvt Ltd 2.0 1.9 1.6 1.9 2.0
Wipro Ltd 1.6 1.6 1.5 1.4 1.4
adidas India Marketing 0.7 0.8 0.8 0.9 0.9
Pvt Ltd
Oriflame India Pvt Ltd 0.8 0.6 1.2 1.0 0.8
Ferrari Giovanni 0.4 0.5 0.5 0.5 0.5
Industria Casearia SpA
Avon Beauty Products 1.3 1.1 0.8 0.7 0.5
India Pvt Ltd
Gillette India Ltd 0.4 0.4 0.3 0.3 0.3
Hindustan Lever Network 0.1 0.1 0.1 0.1 0.1
Modicare Ltd 0.1 0.1 0.1 0.1 0.0
Reckitt Benckiser 9.0 - - - -
(India) Ltd
Hindustan Lever Ltd - - - - -
Lornamead Group - - - - -
Henkel India Ltd - - - - -
Lornamead Personal Care - - - - -
Pvt Ltd
Others 16.7 19.0 19.3 16.7 18.5
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 LBN Brand Shares of Deodorants: % Value 2012-2015

% retail value rsp

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Brand (GBO) Company (NBO) 2012 2013 2014 2015

Fogg Vini Cosmetics Pvt Ltd 7.9 12.4 16.6 17.4

Wild Stone McNroe Chemicals Pvt Ltd 10.8 10.8 10.5 10.2
Park Avenue Helene Curtis India 2.3 3.8 7.6 7.3
(Raymond Ltd) Ltd, J K
Engage ITC Ltd - 4.5 6.6 7.3
Axe (Unilever Group) Hindustan Unilever Ltd 17.8 11.4 7.3 6.6
Eva TTK Healthcare Ltd 5.1 5.0 5.1 5.0
Set Wet (Reckitt Marico Ltd 7.1 6.7 5.3 4.7
Benckiser Group Plc
(RB))
Nike Sport Nike India Pvt Ltd 3.6 3.8 3.7 3.6
Performance (Nike
Inc)
Nivea Deodorant Nivea India Pvt Ltd 2.7 2.5 2.5 2.5
(Beiersdorf AG)
Spinz CavinKare Pvt Ltd 5.1 3.4 2.7 2.5
Dove (Unilever Group) Hindustan Unilever Ltd 2.7 2.5 2.4 2.5
Nivea Deodorant for Nivea India Pvt Ltd 2.4 2.2 2.2 2.2
Men (Beiersdorf AG)
Old Spice (Procter Menezes Cosmetics Pvt Ltd 1.9 1.6 1.9 2.0
& Gamble Co, The)
Fa (Henkel AG & Co Jyothy Laboratories Ltd 3.2 2.5 2.0 1.8
KGaA)
Yardley of London Wipro Ltd 1.6 1.5 1.4 1.4
Fa Men (Henkel AG & Jyothy Laboratories Ltd 2.0 1.7 1.4 1.3
Co KGaA)
adidas (Coty Inc) adidas India Marketing 0.8 0.8 0.9 0.9
Pvt Ltd
Ferrari (Perrigo Ferrari Giovanni 0.5 0.5 0.5 0.5
Co, Plc) Industria Casearia SpA
Gillette Series Gillette India Ltd 0.4 0.3 0.3 0.3
(Procter & Gamble
Co, The)
Oriflame Glacier Oriflame India Pvt Ltd 0.2 0.4 0.3 0.2
(Oriflame Cosmetics
SA)
Nivea Roll-on Nivea India Pvt Ltd 0.3 0.3 0.3 0.2
(Beiersdorf AG)
Avon Little Black Avon Beauty Products 0.2 0.2 0.2 0.2
Dress (Avon India Pvt Ltd
Products Inc)
Denim (Gruppo Hindustan Unilever Ltd - - - 0.1
Sodalis Srl)
Avon Senses (Avon Avon Beauty Products 0.3 0.1 0.1 0.1
Products Inc) India Pvt Ltd
Oriflame 24H Active Oriflame India Pvt Ltd 0.1 0.1 0.1 0.1
Protection
(Oriflame Cosmetics
SA)
Avon Styx (Avon Avon Beauty Products 0.3 0.2 0.1 0.1
Products Inc) India Pvt Ltd
DIY (Unilever Group) Hindustan Lever Network 0.1 0.1 0.1 0.1
Avon Feelin' Fresh Avon Beauty Products 0.1 0.1 0.1 0.1
(Avon Products Inc) India Pvt Ltd
Essensual (KK Modi Modicare Ltd 0.1 0.0 0.0 0.0
Group, The)
Rexona (Unilever Hindustan Unilever Ltd 0.6 0.2 0.0 0.0
Group)
Denim (Unilever Hindustan Unilever Ltd 0.3 0.2 0.1 -

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Group)
Others Others 19.6 20.3 17.5 19.2
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Premium Deodorants: % Value 2012-2015

% retail value rsp

Brand (GBO) Company (NBO) 2012 2013 2014 2015

Ferrari (Perrigo Ferrari Giovanni 28.8 29.1 27.1 27.1

Co, Plc) Industria Casearia SpA
Others Others 71.2 70.9 72.9 72.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Forecast Sales of Deodorants by Category: Value 2015-2020

INR million
2015 2016 2017 2018 2019 2020

Deodorant Creams - - - - - -
Deodorant Pumps 6,486.8 9,368.0 13,374.7 18,400.7 24,876.7 33,430.6
Deodorant Roll-Ons 219.8 238.5 258.8 281.8 307.1 335.2
Deodorant Sprays 23,781.5 27,027.5 30,834.4 34,838.0 39,448.3 44,548.6
Deodorant Sticks - - - - - -
Deodorant Wipes 7.4 8.4 9.4 10.5 11.6 12.8
Deodorants 30,495.4 36,642.5 44,477.4 53,531.0 64,643.7 78,327.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2015-2020

% constant value growth

2015/2016 2015-20 CAGR 2015/20 TOTAL

Deodorant Creams - - -
Deodorant Pumps 44.4 38.8 415.4
Deodorant Roll-Ons 8.5 8.8 52.5
Deodorant Sprays 13.6 13.4 87.3
Deodorant Sticks - - -
Deodorant Wipes 13.9 11.7 73.8
Deodorants 20.2 20.8 156.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2015-2020

% retail value rsp

2015 2016 2017 2018 2019 2020

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Premium 1.9 1.9 1.9 1.9 1.9 2.0

Mass 98.2 98.1 98.1 98.1 98.1 98.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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