The use of deodorants increased from spring 2021, due to the gradual easing of COVID-19 restrictions, the gradual implementation of hybrid working, and the renewed possibility of sports activities and visits to the gym. However, the stockpiling trend at the start of the COVID-19 pandemic and the not yet full resumption of social activities caused retail volume and current value sales of deodorants to continue to fall during 2021.
New product innovations have been focused on free-from, natural/organic ingredients and new sustainable formats. For example, Beiersdorf launched its new Nivea Ecodeo product line, which uses a more climate-friendly aerosol valve system in 100% recycled aluminium cans.
Unilever Deutschland maintained its leading position in deodorants in value terms in 2021, thanks to its Rexona, Axe and Dove brands holding amongst the top places in brand terms. The next strongest player was Beiersdorf AG, with its flagship Nivea Deodorant brand, as well as the 8x4 and Hidrofugal brands.
In the forecast period retail volume sales of deodorants are expected to grow, in line with a return to more active and sociable lifestyles, with greater movement outside of the home. However, it is expected that constant unit prices will continue to fall over the forecast period, as deodorants is such a mature category.
The top players in deodorants in Germany, Beiersdorf AG and Unilever Group, together accounted for more than half of value sales in 2021. Both companies actively accelerated their digital strategies to expand their online footprint as a response to the offline slump caused by COVID-19.
In the coming years, ingredients will be increasingly important for deodorants in Germany, and clean label products are thus likely to attract consumers. There may also be interest in deodorants with antibacterial properties and other functionalities, due to consumers’ growing concerns regarding health, hygiene and personal cleanliness.
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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.
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 Germany, 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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