Due to pandemic restrictions and venue closures, deodorants recorded a current value decline in 2020, as a result of fewer outings and therefore less sweating, and less need for deodorants. In 2021, as businesses gradually returned to normal, consumers started to spend more time outside of their homes, exercising, socialising and travelling, which drove the usage of deodorants.
Nivea continued to lead deodorants in China in value terms in 2021, and also maintained its share growth. Including both Nivea Deodorant and Nivea Men, Beiersdorf accounted for over a quarter of overall value sales of deodorants in 2021, followed by Unilever.
Deodorants is expected to register only slow current value growth over the forecast period, with deodorant roll-ons leading the rise. Being a relatively niche category, deodorants has not been able to gain mass awareness in China, partly due to the fact that consumers in some parts of Asia are less likely to have body odour, and they are not fully educated about the benefits of or occasions to wear deodorants.
As Chinese consumers’ awareness of and interest in traditional deodorant offerings is still limited, one way for brands to break this pattern could be to borrow inspiration from categories whose popularity and momentum are much higher, such as lip products and fragrances, to give deodorants a refreshed image; lip products in China posted double-digit current value growth in 2021. For example, Watercome, a local beauty and personal care brand, launched a series of deodorant roll-ons that look like lipsticks.
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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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