All deodorant categories saw declining retail value sales in 2021 as COVID-19 continued to force Danes to remain at home for a good portion of the year. Demand for deodorants decreased as consumers again spent more time at home and less time socialising, going to work and going to the gym warranting a less urgent need for deodorant.
E-commerce remained the fastest growing retail channel in 2021 as a new wave of COVID-19 early in the year led to forced closures of department stores and shopping malls and consumers turned to online shopping to minimise their exposure risk. In fact, with the exception of homeshopping, e-commerce was the only distribution channel to see growth in current value sales in 2021.
Bolstered by well-known and trusted brands Axe, Rexona and Dove, Unilever Danmark remained the leader in deodorants in 2021, holding a third of the category’s value share. The company was the consistent leader in the category throughout the review period, with its strong performance based on its extensive distribution network, effective marketing and high brand recognition, among other strengths.
Deodorants is expected to make a moderate recovery in 2022 as life in Denmark returns to being more normal again. Current value and retail volume sales will return to positive growth as consumers resume spending more time at work, at the gym and socialise more outside the home.
E-commerce is expected to grow, but at a much lower rate over the forecast period than what was seen in 2020 and 2021. The early part of the forecast period will see smaller value growth rates as life returns to normal and many consumers resume in-store shopping behaviour.
Deodorants in Denmark is expected to remain relatively consolidated with Unilever Danmark retaining its significant lead in the category. With strong brands like Axe, Rexona and Dove the company enjoys high levels of brand recognition and wide retail distribution in Denmark, which is difficult for competitors to match.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Denmark 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 Denmark, 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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