The deodorants category is expected to see mid to low single-digit growth rates in current value terms during the forecast period, as it benefits from the end of the health emergency linked to COVID-19 and the expected end of the pandemic. The better situation is set to allow Italian consumers to lead more active social lives, a trend which will encourage many to adopt a more frequent usage of deodorants and boost demand.
Italian consumers consider deodorants to be important and (in most cases, when not shared with other family members, very) personal products that are used extensively in most people’s daily lives, all year round, with sales not being linked to seasonality. Furthermore, these products have significant social importance, as they help to control body odours, which can be a strong concern for the majority of people.
Modern grocery retailers and health and personal care stores will remain the main distribution channels for deodorants. Over the forecast period, health and personal care stores will benefit from Italian consumers looking for price deals in drugstores chains, such as Tigotà, Acqua & Sapone, Risparmio Casa, Proshop and Caddy's, as a result of their low purchasing power.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Italy 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 Italy, 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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