Deodorants were negatively impacted by the 2020 pandemic lockdowns, as with people spending significant amounts of time at home and not participating in activities such as sport, there was less demand for deodorants. In 2021, with society gradually opening up, deodorants registered healthy current value growth, though volume growth was dampened somewhat by increased prices.
Multinationals continued to dominate in deodorants in 2021, with the top four players, Colgate-Palmolive, distributed by Jungent Estonia, Hans Schwarzkopf & Henkel, L’Oréal Baltic and Lever Fabergé all holding double-digit value share. These companies and their brands benefit from good recognition and leverage economies of scale in manufacturing and distribution.
Roll-ons continued to be the largest product area in terms of value sales, with leading brand Nivea the most popular offering in this space. Sprays and sticks (such as Rexona and Lady Speed Stick) account for similar value sales, though sprays registered the highest current value growth in 2021.
Deodorants will register muted constant value growth and also marginal volume growth over the forecast period. The product area is mature, with little room for further growth.
Estonian consumers are always willing to support local brands, particularly if the quality is good, and this will benefit the brands Joik and Nurme over the forecast period, which target more premium consumers. In addition, private label could also possibly gain a more significant foothold over the forecast period.
Manufacturers will focus on new scents, long-lasting fragrances, stain/mark prevention, anti-perspirant formulae and claims of increased efficacy to attract consumers. Growth will also be driven by products containing more natural ingredients and no aluminium-based compounds or parabens.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Estonia 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 Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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