Prepared By

Rajesh Kumar

How the people react when you are

around.

INRODUCTION

Consider the numbers - a staggering 986 varieties of deodorants

available in the market offered by 500 brands, with as many as 103
recent launches.

India's little penetrated but overcrowdeddeo market is growing at around

16 percent annually. Between 2009 and 2014, the market size of
deodorants jumped from Rs 500 crore to Rs 2,300 crore.

Experts have been bullish on this segment and have predicted the existing
growth rate of a little over 20 per cent is likely to continue for at least
three to four years

Deodorant comes under personal care category, but unlike the norm in
personal care which is generally dominated by women; deodorant
market is dominated by Men.

Around 69 percent of the market is controlled by Mens deodorant

products, and 31 percent of the market is accounted for by women's
deodorants.

LATEST TREND

Urban consumers who are well-aware of the use of deodorants

have started looking for secondary benefits from their deodorants,
such as anti-perspirant, underarm skin whitening and alcohol-free.

HUL enjoys first place in this category with 12.1% of volume

share, followed by Park Avenue at 7.2%, from January to march
2015. Both Engage and Wild Stone are number three brands with
volume share at 6.5%

While Axe has been the market leader in this category for very
long.

Now, small town brands like LadyDiana, MenClub, Aira Sensual

have also joined the race.

GAP ANALYSIS

Anti-perspirant
Underarm skin whitening
Alcohol-free
24 hours protection
Anti - Bacterial

GENDER
CLASSIFICATION

Deo for Men &

Women
( Engage,
Layer'r Nivea,
Yardley, Sure,
Adidas)

41

41%

Deo
for 18
Wome
n
(Dove
,
Deo for Men
Santo
( Axe, He, Set Wet,
Cinthol, Old Spice,
41 Park
Stone,
or,WildAvenue)
Spinz)
41%
18%

Deo for Women

(Dove, Santoor,
Spinza)
Deo for Men
(Setwet, Engage,
AXE,Wild Stone, Park
Avenue)
Deo for Men &
Women
(Engage, Layor's,
Yardley, Adidas)

CLASSIFICATION : COMPANY
Number of deodorants in market
3

Compa
ny
Tag
Line

USP

PRICE

VINI COSMETIC
SECTOR - FMCG

BINA GAS WALA

BODY SPRAY

DOESNT GET
BLOWN AWAY LIKE
OTHER DEO

Rs 180 for
120ml

Foggwith a clear message of 800 sprays in one bottle, grabbed the

attention of the consumers, who saw the functional benefit as a unique

PRODUCT COMPARISION
MATRIX
Our new entrants have all the qualities and features in which
customers look in the deodorant space.
24hrs odor
protection

Antiperspirant

Antibacterial

No marks
on clothes

Long
lasting

Fogg

Fogg

Fogg

Dove

Fogg

Engage

Dove

Nivea

Nivea

Set Wet

Adidas
Old Spice

He

THANK YOU