Lockdowns drove retail constant value sales (2021 prices) of deodorants into decline during 2020, as consumers, forced to stay at home, reduced their beauty routines and took less care of their body odour. Throughout the year, social restrictions persisted as nightclubs/bars/ restaurants were closed, social gatherings were limited and working from home was encouraged wherever possible.
The pandemic has accelerated the trend towards naturalness that had emerged in deodorants during the earlier part of the review period. Deodorants are increasingly being scrutinised by consumers and targeted by consumer rights groups because some of their ingredients are considered to be endocrine disruptors and even potentially carcinogenic.
Deodorants in solid formulas (sticks and particularly creams) are growing in popularity among local consumers, even if sprays remain dominant. Notably, retail constant value sales of deodorant creams continued to exhibit strong growth (albeit from quite a low base) in 2020 and 2021 as a result of the pandemic.
While retail constant value sales of deodorants will begin to expand again during 2022, growth will be no more than marginal during the forecast period as a whole and remain well below pre-pandemic levels even at the end of it. Deodorant creams will remain by far the top performer, exhibiting double-digit growth in retail constant value sales throughout the forecast period.
Deodorants are basic hygiene products, where price has traditionally been the main driver of the purchase decision. In an effort to add value, brands are picking up on trends from other categories, such as the emerging trend of skin microbiome and probiotics in other categories of beauty and personal care.
While its growth has been much less spectacular than in other categories, such as colour cosmetics, e-commerce is gradually increasing in importance as a distribution channel for deodorants. Deodorants are often purchased on grocery shopping trips, and a growing number of French consumers are doing their grocery shopping online.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in France with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Deodorants research and analysis database.
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