Deodorants in Denmark

PRE-COVID-19 PERFORMANCE

Deodorant roll-ons remain a bright spot as value sales of deodorants overall continue to decline in 2019

After several years of decline, current value sales of deodorants bounced back slightly in 2019, with that growth due in large part to the continued positive performance of deodorant roll-ons. Consumers preferred roll-ons to other deodorants formats, particularly to deodorant sprays, whose current values sales continued to spiral downward based on the belief that sprays are harmful to the environment.

Branded deodorants’ low unit prices make it difficult for private label to make a mark in 2019

Popular deodorant brands such as Axe, Rexona, Sanex and Nivea are already available at relatively low prices throughout Denmark, and discounting is also common in the mature deodorants category. As a result, unit price was largely become an insignificant factor in the quest by private label players to capture market share from branded deodorants in 2019.

Unilever Danmark keeps leadership position in deodorants in 2019

Bolstered by well-known and trusted brands Axe, Rexona and Dove, Unilever Danmark was the leader in the deodorants category in 2019, 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.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to a marginal rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

All deodorant formats are expected to see declines in retail volume sales in 2020 as consumers use the products less frequently as they spend more time at home during the COVID-19 lockdown and the subsequent phased reopening. As mass deodorants are already the most popular option, the economic uncertainty and resultant decline in consumer spending expected in the later months of 2020 should not result in a dramatic negative impact on demand for what are already considered essential grooming products.

Recovery and opportunities

Volume sales for all deodorants are projected to bounce back somewhat in 2021 and then soon normalise, with demand ultimately influenced by many of the factors present in the category prior to the COVID-19 pandemic. For example, in line with pre-pandemic trends, volume sales of roll-ons and sticks over the remainder of the forecast period are expected to be greater than sales of sprays, products which will continue to suffer from lingering concerns about their eco-unfriendliness.

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