Despite self-imposed home seclusion and fewer trips to brick-and-mortar stores during the height of the pandemic in 2020 retail value sales of deodorants saw healthy growth. The category is somewhat cushioned by the fact that deodorants are used on a daily basis and are widely distributed.
The COVID-19 pandemic resulted in encouraging many Belarusians to improve their personal hygiene in 2020. Growing hygiene standards amongst both urban and rural Belarusians continued to stimulate demand for deodorants during the year.
Leading players occupied significant shelf space and were widely available from various distribution channels in 2020. Beiersdorf AG retained its overall lead, followed by Unilever Group.
Constant retail value sales growth of deodorants is likely to decelerate in 2021 after which the growth trajectory is expected to slowly increase over the rest of the forecast period. Growing hygiene standards and increasing health consciousness are expected to have a positive long-term effect on both deodorant sales at 2020 prices and in volume terms.
Leading players such as L'Oréal (Garnier Mineral) and Beiersdorf (Nivea Deo) are expected to invest in advertising campaigns on television and social media to stimulate sales during the forecast period. Furthermore, new product development is likely to focus on longer protection against sweat and prolonged fragrance.
Consumer price sensitivity, resulting from the catastrophic impact of the virus on the country’s economy, is likely to lead to consumers becoming less loyal to brands and purchase deodorants solely based on price. Consequently, retailers are likely to be forced into significant discounting campaigns to stimulate sales and shift stock during the forecast period.
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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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