Body odour free zone

By: Budai Klára Date: 2023. 04. 25. 21:22

This article is available for reading in Trade magazin 2023/5

Like-for like value sales augmented by 22.5% in the deodorant market in 2022, and volume sales increased by 2.2%.

Mariann Karsai, Henkel Magyarország Kft.’s brand manager:

Mariann Karsai
brand manager
Henkel Magyarország

“Drugstores are the most important sales channel (54.4%) in the category, followed by hypermarkets (21.6%). Aerosol was the most popular format with a 50.4% share in sales, the runner-up was stick deodorant at 24.1%, and roll-on deos were the third most popular with a 16.9% share in the category. The combined share of pump and cream deodorants was 8.7%.”

Sustainability and fragrances for every mood

Henkel Magyarország Kft.’s Fa brand came out with Men Fine Fragrances antiperspirant deodorants in 2022, in special coffee and red cedar fragrances, in multiple formats. Mariann Karsai explained that Henkel is working hard to make deodorants more sustainable. For instance the 2021 renewal of Fa products involved removing the caps from aerosol deodorants, in order to cut down on plastic waste.

Every second deodarant sold is an aerosol product

Typically consumers decide which deodorant to buy based on fragrance.

Gábor Szabó
PR-manager
Florin

“This factor is followed by the expectation not to leave a sticky feeling, and shoppers also like it if their deodorant isn’t expensive”

– added Gábor Szabó, Florin Vegyipari és Kereskedelmi Zrt.’s PR manager.

Shoppers also want their deodorant to be effective, and the recommendation of friends and family members is very important in deciding which product to put their trust in. When it comes to fragrance deodorants, consumer choice is often influenced by mood or season.

Florin is the only cosmetics manufacturer in Hungary that produces aerosol products. The company’s Dermaflora 0% free-from cosmetics contain aloe vera and they are very popular. //