Australian deodorant market led by Unilever with a 64% share

The Australian deodorant market has been forecast to increase at a constant value compound annual growth rate (CAGR) of 2% over the next five years.

A strong start to the summer 2012/13 period and meteorological forecasts suggest one of the hottest summers in recent history.

This will have a positive impact on deodorant sales as consumers seek antiperspirant and odour control attributes, particularly in the humid conditions of Northern Australia.

The best performing product in 2012, deodorant sticks, continues to benefit from the launch of the Clinical Protection range by Unilever Australia's Dove and Rexona brands.

The range carries universal appeal, being rolled out across the brand's men's and women's ranges and offers performance based protection against wetness as well as odour control and skin moisturisation. Deodorant sticks saw current value 48% value growth in 2012.

Most deodorant is bought from a supermarket (82%), 6% buy them from chemists, 5% from discount stores and 11% from other channels. Of women who use deodorant 61% usually use roll-on deodorant, whilst 56% of men who use deodorant usually use aerosol deodorant.

Unilever Australia remained the leader in the Australian deodorant market in 2012 with a market value share of revenue totalling 64%.

The company's performance can be attributed to its strong investment and brand-building in its portfolio, which includes Lynx, Rexona, Impulse and Dove.

A detailed analysis of male Rexona users shows they are more likely than the average Australian male to be aged 35-49 years and from a higher socio-economic background. Women who use Rexona most often tend to be younger than the average Australian female and to have a more sports oriented lifestyle.

For more information on the Australian deodorant market, see the latest research: Deodorant Market Research

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