Deodorants in Bulgaria

PRE-COVID-19 PERFORMANCE

Consumers attracted by premium deodorants with a natural positioning in 2019

A growing focus on health and wellness encouraged consumers to trade up in deodorant sticks, creams and roll-ons in 2019. Bulgarian consumers increasingly sought products with natural ingredients, particularly earth-related elements such as minerals, salt and charcoal.

Men’s deodorants benefit from innovation and male grooming trends in 2019

While deodorants are already widely used and are showing signs of maturity, sales growth continued to benefit from a number of factors in 2019, including rising urban pollution, stressful and busy lifestyles, a growing sports culture and increasing time spent outdoors. Sales also benefited from men’s growing focus on grooming, with men’s deodorants continuing to see sales grow as a result.

Multinationals retain consumer trust and benefit from discounting in 2019

Multinationals continued to lead sales of deodorants in 2019, with Unilever, Beiersdorf and L'Oréal jointly dominating value sales in the year. These players benefited from their strong brands, such as Unilever’s Rexona and Dove, Beiersdorf’s Nivea and Nivea Men and L'Oréal’s Garnier Mineral.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

All product areas across deodorants are expected to see retail volume sales decline in 2020, 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.

Recovery and opportunities

Demand for deodorants may normalise to an extent by the end of 2020 but will continue to be impacted by ongoing economic malaise and the threat of a resurgence of COVID-19. Consumers are more likely to limit spending on deodorants to replacement purchases rather than keeping a range of deodorant format and scents at home for different occasions.

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