Deodorants saw a significant recovery in current value terms in 2021 as consumers started to spend more time outside the home compared to 2020 with this helping to generate renewed demand. The demand for deodorants with a clinical positioning continued to grow in importance among consumers as these products are generally considered more effective at controlling bad odours.
While deodorants witnessed healthy growth in current value terms in 2021, price still played a key role in the purchasing decisions of many consumers due to the impact of the COVID-19 pandemic on consumer purchasing power. This, coupled with the maturity of the category, encouraged some players to launch new and convenient packaging formats in 2021.
As seen across beauty and personal care, there was a growing trend towards deodorants made with natural ingredients at the end of the review period. There is a growing movement toward clean formulations with products which are aluminium-free, offer botanical infusion mixtures and/or which use zinc oxide to provide maximum protection against bad odours all attracting sales.
In the forecast period, sustainability is likely to gain relevance in deodorants as more brands shift towards supporting environmental and social causes in line with growing consumer concerns. Currently, most brands with a sustainable positioning are niche brands with very limited distribution, such as PURA which offers biodegradable refills and plastic-free packaging with a natural approach.
Premium deodorants were trending pre-pandemic, but sales were negatively impacted by the economic downturn seen since then. Consumers became more cautious and selective in terms of their spending on discretionary products and many shifted to mass brands of deodorants in 2020 and 2021.
E-commerce saw dynamic growth in deodorants following the outbreak of COVID-19 as consumers were pushed to shop online for a range of products. While online sales dipped slightly in 2021 as consumers returned to store-based retailers the e-commerce channel is nonetheless expected to see further gains over the forecast period.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Colombia 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 Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Deodorants
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 DefinitionsThis report originates from Passport, our Deodorants research and analysis database.
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