Whilst sales of deodorants improved outside of lockdowns, when consumers were able to move around more, or during the weeks of the stockpiling trend at the start of the COVID-19 pandemic, deodorants was negatively affected by the overall restricted living conditions seen in 2020. Social restrictions, fewer (if any) events, closed public places from workplaces and gymnasiums to pubs, clubs and restaurants, alongside limited activities, meant consumers spent more time at home and thus had a lower volume need for deodorants.
New product innovations are focused on free-from, natural/organic ingredients and new sustainable format trends. For example, Henkel Belgium NV has started to launch roll-on deodorants with packaging made from recycled plastic and 100% organic ingredients.
Unilever Belgium NV maintained its strong lead in deodorants in 2020, thanks to its Rexona, Axe and Dove brands holding the top places in brand terms. The next strongest player is Beiersdorf NV SA, although Unilever holds a significant lead on Beiersdorf’s Nivea range.
Volume growth in deodorants is expected to recover in line with a return to more active and sociable lifestyles, with greater movement outside of the home. However, it is expected that constant unit prices will continue to fall over the forecast period, as deodorants is such a mature category.
Mass manufacturers will continue to dominate deodorants’ competitive landscape, although both mass and premium variants will drive innovation to meet sustainability trends. In addition to its natural positioning, the Dove brand becomes available in a refillable stainless steel case in 2021, in a project which is in line with the company’s pledge to cut its use of new plastic in half by 2025.
In order to stimulate sales in 2020, both online and offline retailers offered significant discounts. As such, price-sensitive consumers have become used to being able to access products at lower price tags and will thus continue to demand value for money.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Belgium 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.
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This report originates from Passport, our Deodorants research and analysis database.
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