All product areas within deodorants will witness declining current value sales in 2020 overall with this chiefly due to the impact of lockdown. The first half of 2020 saw most workplaces closed and consumers tending to stay at home.
In response to the COVID-19 pandemic, all product areas across deodorants will see current value decline, due to decreased usage during the COVID-19 lockdown. With rising economic uncertainty further into the year, higher-priced product areas will suffer most in 2020 as consumers seek to limit spending and opt for lower-priced products where possible, with these products seeing limited demand throughout the year.
Unilever Andina will continue to lead deodorants in 2020. The company launched an innovative portfolio of clinical deodorants in the year: Dove Clinical Protection and Rexona Sport Defense as well as new Axe fragrances.
Demand for deodorants may normalise to an extent in 2021 as restrictions will be less rigid and workers and students return to pre pandemic activities. Nonetheless, deodorants will continue to be impacted by ongoing economic malaise and the threat of a resurgence of COVID-19.
Over the forecast period, companies will add several benefits to deodorants, with these benefits spreading to all types of product formats including sprays, roll-ons and sticks, which are most common in the country. Companies will specifically use fragrance to attract consumers to deodorants.
Over the forecast period, promotional activities at points of sales will drive current value sales of deodorants. Throughout 2020, companies increased stock of deodorants and will therefore try to push sales by offering packs and less priced products in 2021.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Bolivia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Deodorants research and analysis database.
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