Deodorants is expected to see low retail volume growth and solid current value growth during the forecast period, as it benefits from the end of the health emergency linked to COVID-19, and the end of the pandemic. The better situation will allow consumers in Germany to lead more active social lives – a trend which will encourage many to adopt the more frequent usage of deodorants and boost demand.
German consumers consider deodorants to be important personal care products, which are used extensively in most people’s daily lives, all year round, with sales not linked to seasonality. Furthermore, these products have significant social importance, as they help to control body odour, which is a concern for the majority of people.
The continued dominance of brands under the Beiersdorf and Unilever portfolios will drive most of the growth in deodorants in the forecast period, while the continued growth of naturally positioned brands and sustainable methods of production and sustainable packaging materials will be on consumers’ minds in the future. Brands and retailers are likely to change and improve the formulae of their products, as well as take steps to lower their carbon footprint or show transparency when it comes to ingredients and production.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Deodorants industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Deodorants research and analysis database.
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