Deodorants was negatively affected by the overall restricted living conditions seen during the pandemic. In 2021, whilst sales of deodorants improved upon the easing of pandemic-related restrictions, when consumers were able to move around more, ongoing discounts and price promotions put pressure on constant unit prices.
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 2021, 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.
A return to more active and sociable lifestyles, with greater movement outside of the home, is anticipated to benefit volume and value sales of deodorants over the forecast period. 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 became 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 during the pandemic, 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.
If you're in the Deodorants industry in Belgium, 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.
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