Deodorants in Bosnia and Herzegovina

PRE-COVID-19 PERFORMANCE

Deodorant sprays and roll-ons continue to dominate in 2019

Deodorant sprays, roll-ons and sticks continued to dominate deodorants in Bosnia-Herzegovina in 2019, with all product areas recording positive value growth. Deodorant wipes recorded the highest growth in value share in 2019, boosted by improved availability and a wider product range during the review period.

Private label records strongest growth in line with expansion of drugstores/parapharmacies

Health and beauty specialist retailers continued to dominate the distribution landscape for deodorants in 2019. Within these, drugstores/parapharmacies remained the largest single channel and, along with chemists/pharmacies, recorded value growth equal to or above the average for deodorants.

New products and promotions against a media focus on the potential health risks of deodorants

A number of articles were published in Bosnia-Herzegovina in 2019 reporting on possible health risks associated with the use of deodorant products that contain aluminium and their potential link to cancer, specifically breast cancer. The articles cited a 2016 study into the use of aluminium salts in deodorants and a potential ban on such products in Switzerland.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to decline by 4% 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

With the exception of deodorant wipes, all areas of deodorants are expected to see a fall in retail volume sales in 2020, reflecting decreased usage during the COVID-19 lockdown. However, the effect of this on deodorants overall will be mitigated by the extremely limited consumer base for deodorant wipes in Bosnia-Herzegovina.

Recovery and opportunities

Following an initial return to stronger retail volume growth in 2021, most products can expect to see muted or plateauing growth for the remainder of the forecast period. This is likely to reflect the greater propensity of consumers to limit spending to replacement purchases only, which is likely to take priority over keeping and using a range of different deodorant formats and scents at home.

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