South Korean deodorant industry led by Nivea with a 44% value share

The South Korean deodorant market is expected to register a compound annual growth rate (CAGR) of 2% in constant value terms over the next five years. Most categories will increase as consumer perception of deodorants will continue changing.

South Korea's deodorant industry is still in its early stages of development, compared to the fragrance sector. Great attention on physical presentation, even after sports activities, has prompted more and more young people to use deodorants on a regular basis.

As young females consider deodorants to be body fragrances, they opt for the more popular scents, package design and brands. This trend has encouraged beauty specialist retailers to enter the deodorants category.

In 2012, deodorant sprays performed well. While sales of deodorant roll-ons and deodorant stick formats increased, the share of sprays declined slightly, but then recovered to account for 50% again in 2012.

Nivea maintained its leading position in the South Korean deodorant market with a 44% value share in 2012. The company increased its value sales by 10% and confirmed its reputation as a solid leading player in the category.

Nivea deodorants can be purchased at hypermarkets, supermarkets, drugstores and internet retailers, therefore men and women have both shown a preference for deodorants with a basic functionality.

Deodorants became increasingly diverse in 2012. Not only did the leading Nivea brand gain value share in 2012, so did other minor brands thanks to new product launches. In fact, Nature Republic increased its value sales by 50%. Missha produced by Able C&C recorded 21% value growth thanks to the Missha Day promotional events in 2012.

Previously, a few consumers used deodorants only during the summer months or after exercise to remove sweat. However, many consumers now choose deodorants not only to avoid sweat, but also to fragrance the body.

For more information on the South Korean deodorant industry, see the latest research: Deodorant Market Research

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