Sales of deodorants made a recovery in 2021, even if total spending remained below pre-pandemic levels. The main driver of this was the gradual return to work or study for most people, the reopening of the economy and the relaxation of restrictions on travel, socialising and entertainment in the latter half of the year.
Deodorant sprays remained the overwhelmingly dominant deodorant format in 2021. It is most convenient for the vast majority of consumers and strong brand competition keeps unit prices in check.
E-commerce sales of deodorants saw a sharp uptick in distribution share during the COVID-19 pandemic, as a result of restrictions on consumer movement and retailing. Online sales of beauty and personal care are comparatively underdeveloped in Bulgaria, but the pandemic has forced many retailers to focus on e-commerce in order to meet consumer demand.
Sales of deodorants in Bulgaria are anticipated to fully recover from 2022, with spending in current terms set to return to pre-pandemic levels by the end of 2022. In 2021, recovery was stunted due to pandemic-related restrictions remaining in place in the first half of the year.
Due to its low sales base and the significant per capita growth potential, deodorant creams is set to be the fastest growing deodorant range in the forecast period, even if sales remained limited compared to deodorant sprays and deodorant sticks in 2021. Deodorants creams, much like deodorant roll-ons, are generally perceived as being more natural and containing fewer harmful ingredients than deodorant sprays.
Increasingly, health and wellness trends are marching in step with sustainability. This offers substantial opportunity for product development within beauty and personal care in general, and deodorants in particular, whose delivery systems have often been the target of environmental concerns.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Bulgaria 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 Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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