Deodorants witnessed growth in both retail volume and current value sales during 2021 as demand rebounded. COVID restrictions subsided as vaccinations were rolled out and the fear of going out decreased.
High-income consumers have strong loyalty to certain deodorants brands, providing a better-quality product and reassurance on durability. Low-income consumers that have been financially challenged in recent years often replace deodorants with natural products or may also go without using deodorants.
The prices of deodorants witnessed a rise in the second half of 2021 due to the rising costs of fuel and gas, which began in July 2021. It may be difficult for manufacturers to absorb these costs after a difficult year in 2020.
Unless there are acquisitions, Unilever Mashreq will continue to lead deodorants over the forecast period, with a variety of brands available in all retail channels. It leads in deodorant sprays, roll-ons and creams and is only second to Procter & Gamble Egypt in deodorant sticks.
Many consumers are overwhelmed by the increase in cost of living and are starting to find alternative ways to save on the essential products such as deodorants. This includes buying from wholesalers in bulk, searching for promotions online and trying new local products to overcome the weaker economic situation in which they find themselves.
Deodorants are expected to see a steadier increase in value sales during the forecast period. The rise in hygiene awareness will gain momentum, but the overall category is expected to slow down as prices increases cut into value sales.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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