In 2021, deodorants sales made a small recovery as COVID-19 restrictions dissipated. Deodorants only saw a slight decline in current value sales in 2020 when the COVID-19 pandemic took hold in Finland as Finns stayed at home more and made fewer trips to work, the gym and doing sports.
Deodorants is a mature category in Finland, with limited room for growth. Companies therefore need to work hard and be innovative in order to differentiate their products.
Niche innovations are focusing on specific areas to disrupt the category and encourage consumers to trade up to deodorants with very specific benefits. The French skin care brand NUXE Bio Organic specialises in anhydrous or very low-water skin care products and has extended its premium brand into deodorants.
Deodorants will see moderately positive value growth over the forecast period as the economy continues to reopen after the COVID-19 pandemic. More Finns will resume normal socialising patterns and make more considered choices of deodorants to suit their lifestyle.
Domestic manufacturers have been emphasising the local origin of their products with many such as Herbina deodorant including the Key Flag Symbol on the front of packaging. The Key Flag Symbol can be used by products made in Finland, indicating that it has created Finnish jobs and supported the economy.
E-commerce made great strides in its share of deodorant sales over the review period, and this is likely to accelerate over the forecast period. Beauty and personal care products, in general, are set to perform well via e-commerce, as many consumers appreciate the contactless experience the channel offers as they remain concerned about contagion.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Finland 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 Finland, 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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