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.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Deodorants industry in Belarus 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 Belarus, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Deodorants
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 DefinitionsThis report originates from Passport, our Deodorants research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!