Deodorants

With consumers spending more time outside of the home again there was greater incentive to wear deodorants in 2023 with this helping to fuel demand. With the World Health Organisation declaring the pandemic to be over in early 2023 more consumers…

In 2023, retail value sales of deodorants in New Zealand registered stable growth, while volume sales declined. According to Stats NZ, the cost of living for an average household in New Zealand increased by 7% over the 12 months up to September 2023.…

Although sales of deodorants did not return to the pre-pandemic (2019) level in Japan in 2023, the category saw strong current value growth. The main reasons were that the opportunities for going out increased, the end of mask-wearing increased…

While deodorant sales volume remained stable in Finland in 2023, the product area saw a healthy rise in value terms. This can be attributed, in part, to inflationary pressures pushing up unit prices. However, a more significant factor is the evolving…

Value sales of deodorants showed single-digit growth in current value terms in Colombia in 2023 driven by the high temperatures recorded in the country and unit price increases, which were mainly the result of the growth in retail prices linked to…

Deodorants experienced robust growth in 2023, primarily propelled by inflationary price increases, contributing to the expansion of retail value. Despite this, volumes decreased across categories as demand normalised following the economic reopening…

Despite price increases and the squeeze on consumer budgets, demand for deodorants in Belgium remained steady with only a marginal decline in volume sales in 2023. Moreover, deodorants witnessed a relatively better performance in volume terms than…

In 2023, deodorants in Argentina registered a robust rebound after the marginal recovery seen during 2022 and 2021. Despite retail volume sales in 2023 reaching pre-pandemic levels, the category still remains far from its volume record reached in…

The predominantly hot weather and the great cultural importance attributed to personal hygiene and fragrance drove the consumption of deodorants in Brazil in 2022, which is the second largest global market for the category. Concern with personal…

The lifting of COVID-19 restrictions, the resumption of regular scheduled international flights, and the release of pent-up travel demand from the pandemic years led to a surge in travel trips in India in 2022, which in turn accelerated the growth of…

Deodorants saw growth in 2022, with good sales growth in both retail current value terms (all formats) and retail volume terms (deodorant sprays and roll-ons only). Indeed, the summer of 2022 was hot in Germany, which led to higher overall volume…

Traditionally, brands have focused their marketing on TV spots that emphasise the ability of their deodorants to keep consumers fresh, while also helping to make them more attractive. For example, Axe is a brand that has found success by focusing on…

The hot tropical climate in Cameroon especially during the dry season leads to a lot of sweating. Temperatures average around 36 degrees on a daily basis during the dry season, with this season lasting for around six months. Sweating is thus…

Retail volume and current value sales of deodorants suffered during the Coronavirus (COVID-19) pandemic due to the shift to home office and generally spending more time at home in accordance with lockdowns. As COVID-19 regulations were relaxed as the…

Sales of deodorants in Tunisia are generally supported by lower-income consumers who use these products not only as deodorants or antiperspirants but also as a substitute for fragrances. This is especially the case for deodorant sprays, which are…

One of the few positive outcomes of the COVID-19 pandemic for sales of deodorants was that many local consumers are now paying more attention to their personal hygiene routines. In particular, young men are becoming much more conscious about body…