In 2021, deodorants sales recorded positive growth in retail current value terms. Inflationary pressures were a key contributor to this value increase.
“Free from” is still a key phrase with regard to deodorants in Austria. The demand for aluminium-free products as well as more natural solutions that contain no or at least fewer chemicals keeps growing.
Multinationals Unilever Austria GmbH and Beiersdorf GmbH continued to hold a strong lead in deodorants in 2021 thanks to their large portfolios of popular brands, strong marketing budgets and wide distribution network. While these two players retained the lead it was Bolton Austria GmbH which continued to stir up the competitive field with its Italian brand Borotalco recording strong current value growth in 2021.
As restrictions are eased and consumers start to lead more active lifestyles again this should to provide a small boost to sales of deodorants and especially those products designed for sport and fitness activities. Nonetheless, with deodorants seen as part of most consumers’ daily personal care routines it is likely that growth will remain relatively stable throughout the forecast period, with stronger growth limited by category maturity.
During the COVID-19 pandemic in 2020 and 2021, maintaining product availability took priority over other issues, such as sustainability. Over the forecast period, as the country emerges out of the pandemic, sustainability will take centre stage in beauty and personal care again.
Due to the high level of convenience, offering a wide variety of goods in one location, supermarkets and hypermarkets will maintain their dominant positions amongst sales channels for deodorants over the forecast period. However, sales growth through these channels will not be as dynamic as that expected for e-commerce.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Austria 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 Austria, 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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