Deodorants in Egypt

PRE-COVID-19 PERFORMANCE

Sprays’ variety and freshness makes this most popular format, sticks see growth, cream format remains limited

In 2019 the deodorants category saw notable volume growth due to limited price increases. Deodorant sprays were most popular due to their freshness and the variety of scents offered in this format.

Unilever maintains lead but loses share as brands are withdrawn

Unilever group continued to lead the deodorants category in 2019. Its position was achieved through the brands Rexona, Dove and Axe.

Nivea makes gains in roll-ons thanks to new introduction

The Nivea brand from Beiersdorf Middle East held second place in the category in 2019. While its overall value share was down slightly on the previous year, the company saw an increase in its roll-ons value share.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to grow by 5% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 6% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within deodorants

The home seclusion trend has had a slightly negative impact on deodorant creams, roll-ons and sticks. Meanwhile, lockdown restrictions have prevented consumers from participating in sporting activities outdoors.

Recovery and opportunities

The deodorants category is set to remain resilient, with limited impact as consumers resume sporting activities and social occasions as lockdown restrictions ease. There is expected to be increased uptake in body sprays and premium deodorants, representing a softer and cheaper alternative to fragrances.

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