Deodorants were negatively impacted by the 2020 pandemic lockdowns, as with people spending significant amounts of time at home and not participating in activities such as sport, there was less demand for deodorants. In 2021, with society gradually opening up, deodorants registered healthy current value and volume growth.
Deodorant sprays continued to account for the vast majority of value sales, as sprays are readily available in stores throughout the country and it is easy to find different brands with various characteristics, odours and unit prices. Deodorant roll-ons registered the highest current value growth, though value sales are still significantly behind sprays.
Unilever remained the clear leader in deodorants in value terms in 2021, thanks to the combined strength of its Dove, Rexona, Axe and Monsavon brands. All these brands benefit from long-standing reputations for quality and have loyal consumers.
Deodorants are expected to continue showing positive growth, underpinned by the hot climate, increasing urbanisation, and the use of deodorants as a substitute for fragrances for lower-income consumers. Also, given the predicted decline of consumers spending power over the forecast period due to expected currency devaluation and rising inflation, deodorants will continue to be purchased in place of fragrances by certain consumers.
Manufacturers will focus on new scents, long-lasting fragrances, stain/mark prevention, anti-perspirant formulae and claims of increased efficacy to attract consumers. Growth will also be driven by products containing more natural ingredients and no aluminium-based compounds or parabens.
However, despite the return to growth for deodorants, rates of increase are expected to be lower than those in the review period. The weaker performance will partly be due to the increasing maturity of deodorants, Nevertheless, volume growth is set to be maintained, thanks to the increasing availability of mass brands in more retail outlets and the continued growth in the population.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Algeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Deodorants research and analysis database.
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