Deodorants in Germany was still growing at a stable pace in 2019. The category was also projected to post positive, albeit relatively modest, current value growth over the forecast period.
The fast growth of deodorant pumps, alongside roll-ons, was mostly due to it tapping into the free-from trend. Consumers are increasingly more demanding in terms of their deodorants, looking for products that not only do not contain potentially harmful ingredients, but also expecting them to be natural and environment friendly.
Unilever Deutschland continued to lead deodorants in value terms in 2019, although its main competitor Beiersdorf closed the gap between the two companies during the course of the year. Unilever strongly benefits from its large number of well-known and popular deodorant brands, including Dove, Rexona, Rexona Men, Dove Men + Care, Axe and Impulse.
Deodorants is expected to record a 1% sales increase in 2020 at constant 2019 value prices in light of the impact of COVID-19. This compares to the growth of less than 2% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Deodorants is likely to prove relatively resilient amidst the pandemic in 2020. There is likely to a negative impact with consumers not going out to work or leaving home for social/leisure occasions during the pandemic, which will naturally result in slightly reduced deodorant usage.
The overall forecast period performance by deodorants will be one of steady annual volume and value growth (at constant 2019 prices), pretty much in line with the figures forecast for 2029-2024 during research conducted at the end of 2019 before the spread of COVID-19. Sprays will continue to underperform the overall deodorants category, losing share to the more dynamic pumps and roll-ons.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Germany 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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