After recording steep declines in 2020 due to home seclusion, remote working and lockdown measures, deodorants saw total volume and current value sales return to growth in 2021 as the rollout of COVID-19 vaccines and the easing of public health restrictions enabled Croatians to begin resuming their normal routines. As was the case in many other areas of the local beauty and personal care market, demand picked up substantially during the summer months as people started to socialise more frequently and the rebound in tourism flows – especially inbound tourist numbers – outperformed expectations.
In line with rising health awareness, Croatians are increasingly seeking out deodorants that contain fewer or no harsh and unnecessary chemicals and are gentler on sensitive skin. This trend is also driven by growing concerns about environmental sustainability.
With the initial shock of COVID-19 taking a heavy toll on disposable incomes and consumer confidence, the overall aggregate value share of private label in deodorants increased substantially in 2020. Despite a strong recovery by the Croatian economy, this share rose again in 2021 – albeit by less – as many consumers remained cautious in their spending decisions amidst ongoing uncertainty and rising inflation.
Deodorants is expected to post modest but stable growth in total volume and current value sales from 2022 onwards. In the short term, the category will continue to benefit as further improvements in the epidemiological situation in Croatia see more people return to the office and start regularly socialising outside the home again, while also bolstering the recovery in inbound tourism.
Health and sustainability concerns will continue to shape consumer preferences and company strategies in deodorants over the forecast period. Rising awareness that synthetic chemicals commonly found in these products can be hazardous to human health and the environment will drive more consumers to switch to alternatives that are mainly or wholly made with natural ingredients.
While the Croatian economy looks set to expand at a healthy pace over the forecast period, it is expected local consumers will continue to exercise a considerable degree of caution in their spending habits. Salaries in the country are still relatively low as compared to most parts of Western Europe, and the standard rate of VAT is 25%.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Croatia 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 Croatia, 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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