In 2021, deodorants experienced higher current value growth than retail volume growth. Much of this is tied to the ongoing local currency devaluation in Georgia, which resulted in average unit price growth in current terms in 2021.
In Georgia, deodorants tend to see seasonal demand, with higher use traditionally seen during the summer months. Therefore, in 2021, when lockdown was removed and sea resorts were opened in the summer, it provided a positive boost to the sales of deodorants.
Multinational players and brands retained their dominance of deodorants in 2021, due to non-existent local production. Unilever Group strengthened its convincing leadership of the category through its wide product portfolio offering a variety of formats and brands including Rexona, Axe and Dove which are sold as deodorant sprays, roll-ons and sticks.
Deodorants is expected to return to a much stronger rate of current value growth in 2022, before stabilising and maintaining a moderate rate of growth throughout the forecast period. Normalisation in terms of purchasing behaviour for deodorants is predicted to return from 2022 as local consumers return to their workplaces, socialising and exercising outside of the home, encouraging them to return to regularly applying these products as part of their personal care routines.
In the forecast period, a potential threat to price stability will remain, as yet another devaluation of the Georgian currency against foreign currencies might result in price surges in deodorants. Since there is no local production of deodorants in the country, and Georgia relies heavily on imports, currency devaluation will have a direct impact on unit price growth in the forecast period.
While deodorant sprays is likely to remain the most popular format due to its versatility, affordability and range of scents, consumers may be persuaded to try other formats in the forecast period. For instance, rising health awareness is expected to continue amongst Georgian consumers in the future, which might either lead to reduced use of deodorant sprays in particular as volume growth is set to slow towards the end of the forecast period, or lead consumers to look for more natural (for example aluminium-free), expensive, premium products with organic characteristics rather than mass deodorants.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Georgia 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 Georgia, 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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