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Deodorants in South Korea

South Korea deodorants market: 2% CAGR growth forecast between 2012-17

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2014-01-24 19:59:02 - Deodorants in South Korea - a new market research report on

Nivea maintained its leading position in the South Korea deodorants 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.



Holika Holika by Enprani introduced its Perfume Deo Spray, Perfume Deo Tissue and Patch format deodorants targeted at young female consumers who consider deodorants as a replacement for body sprays. On the other hand, Unilever lost share achieving only marginal sales growth in 2012 due to the better performance of domestic brands.

Deodorants is expected to register a CAGR of 2% in constant value terms over the forecast period. Most categories will increase as consumer perception of deodorants will continue changing. 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. Over the forecast period, as the classification between deodorants and body fragrances becomes increasingly blurred, the number of consumers who use deodorants on a regular basis will increase.

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Mike King
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