Deodorants records moderate growth in 2021 with the return to work and revival of social contact and a consequent more rigorous approach to personal grooming regimens, including the use of deodorants. Further growth in the year was limited by a lasting increase in the frequency of remote working now that the necessary routines and technologies are in place and companies and workers have come to appreciate the benefits.
Deodorants in Bosnia and Herzegovina continues to be dominated by deodorant sprays in 2021. The format remains highly popular in the country as consumers perceive it to be highly convenient.
Unilever remains the largest player in deodorants in Bosnia and Herzegovina in 2021, holding three of the top six brands in the category – Rexona, Dove and Axe - in its portfolio. These three brands formed the focus of Unilever’s deal to become the main sponsor of well-known football clubs, Željeznicar and Sarajevo, in April 2019.
Thanks to the full recovery of deodorant sprays, which is the dominant format, over the forecast period deodorants is set to achieve stable and moderately accelerated value growth. Deodorant sprays is set to reach its pre-COVID-19 level no later than 2023.
Deodorant wipes, which was the fastest growing category in 2021, is set to record the strongest growth over the forecast period primarily due to its current low sales base and the strong future per capita growth potential the category therefore has in Bosnia and Herzegovina. Deodorant pumps, meanwhile, is expected to maintain its very low market relevance going forward as there are few, if any, competing brands which would help the category gain greater recognition amongst local consumers.
Deodorants is likely to see continued expansion in e-commerce during the forecast period. Many hypermarket and supermarket chains had to adapt to the “new normal” and embrace e-commerce as a key channel of distribution during prolonged lockdowns and shortened operating hours.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Bosnia and Herzegovina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 Definitions
This report originates from Passport, our Deodorants research and analysis database.
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