Deodorants in Belarus

PRE-COVID-19 PERFORMANCE

Improving hygiene standards, expansion of modern retail into the regions and more active lifestyles support growth

Growing hygiene standards amongst both urban and rural Belarusians continued to stimulate demand for deodorants in 2019. Sales were also boosted by the development of modern grocery retailing in the country, which made these products more accessible to a wider audience.

Belarusians show growing interest in more efficient and practical deodorants

No matter which format is preferred, greater personalisation helped industry players to target specific consumer groups in 2019. These included products for consumers seeking deodorants that are free from chemicals (Garnier Minerals deodorant roll-on without parabens), have an active lifestyle (non-stop, anti-stress protection) and which are targeted towards teenagers (Rexona Sensitive in an attractive design marketed towards girls over 14 years old).

Competition is led by foreign advertised brands

In 2019, major deodorants players retained and strengthened their value share. Leading players occupied significant shelf space and were widely available from various distribution channels.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to contract by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

All categories of deodorants are likely to experience contraction in value sales at constant 2019 prices in 2020 with the worse affected being deodorant sticks, deodorant roll-ons and deodorant sprays. A lack of socialising and limited time spent outdoors are likely to lead to a relaxation in personal grooming and hygiene regimes, which will reduce demand for these products.

Recovery and opportunities

Deodorants is likely to bounce back quickly from the effects of COVID-19 with all categories likely to return to a positive growth trajectory from 2021 onwards. These products benefit from their use on a daily basis, with personal hygiene regimes resuming once again when people start going back to work and socialising again.

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