Platforms Share for Deodorants

Overall in the eCommerce space Deodorants lie within the Beauty Category. Within the Beauty Category, the Deodorants subcategory contributes about 5% of the total order volume. The Deodorant market size is affected by seasonality – the Summer months i.e. April May June (Q2 2022) have significantly higher (44%) order volume than Q1 2022.

When we analyzed Q1 2022 data for deodorants; it is quite intriguing that the Top 10 brands in this category are coming from huge FMCG conglomerates like - Nieva, Marico (Set Wet), ITC (Engage) . as well as Indian companies that promote brands like - Fogg, Denver, Wild Stone, Park Avenue. These are top brands that come up consistently over quarters. 

At the moment the large marketplaces – Amazon and Flipkart are the only significant e-commerce channels for this category. Overall the first important decision for any brand is – which platform can provide them scale. For this subcategory, Amazon & Flipkart sell nearly 80% of the overall volume! This is a crucial point of any brand trying to make a space for itself, as strong partnerships and execution on Amazon & Flipkart can go a long way. 

Thus to maximize growth it is imperative for brands in this category to spend on visibility and user acquisition. Most of the top brands in the category are heavy spenders on V and that helps with visibility. However, it will also make sense to execute user acquisition campaigns on digital platforms. Especially to focus on Tier 3 + markets as it is a large market – nearly 50% of volume comes from Tier 3+ markets. Additionally, Tier 3+ audiences are value-conscious consumers are can be acquired by brand building via TV and promotional campaigns on digital platforms. 

Only a few brands are exploring platforms apart from Amazon & Flipkart - Nivea, Denver, and Engage have captured significant order volume on platforms like Big Basket, Nykaa, Purplle, etc. As they want to communicate with female decision-makers. 

Consumer behavior data is crucial to know and should get baked into the strategy for efficient execution. This can be done effectively by using Vumonic’s behavioral data for eCommerce for many different categories.

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Written by: Anupam Asthana

Date:  13 Oct 2022‍

Vumonic Datalabs is a global consumer intelligence platform. We provide high-quality, deterministically linked, large structured data that can be used to derive deep consumer,  business, and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in privacy and secure manner via large global panels.

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