In 2020, demand for deodorant products declined in Hong Kong. This decline in demand was driven by the impact of COVID-19 restrictions on consumer lifestyles.
Deodorant sprays and deodorant roll-ons proved to be more resilient in 2020, recording a less severe decline in retail current value sales than deodorant sticks during the COVID-19 pandemic. This is partially due to the fact that deodorant sprays benefits from a better hygiene perception, whilst deodorant roll-ons is the second most popular format in Hong Kong as it is considered more suitable to transport for on-the-go use.
During the COVID-19 crisis, players in deodorants focused on increasing their social media presence in order to retain customer engagement whilst store-based retailing declined. Bioré, for example, launched an Instagram campaign using a brand new Instagram filter for its Bioré Z product.
Over the forecast period, retail current value and retail volume sales in deodorants are projected to undergo a period of normalisation, demonstrating robust growth across all product areas throughout the forecast period. The recovery of sales projected for the forecast period will begin in 2021 as vaccines will be made available in Hong Kong and consumers are expected to emerge from home seclusion, engaging in more outdoor and physical activity once more.
Over the forecast period, deodorants will be shaped by an increased consumer demand for natural and “clean” ingredients as consumers become more aware of the harmful effects of artificial ingredients. This will lead to an increase in brands positioned as natural and plant-based in the coming years.
Over the forecast period companies in deodorants will focus more heavily on expanding their online presence in order to maximise their engagement with increasingly connected consumers in Hong Kong. Following the sudden boom of e-commerce during the COVID-19 pandemic, online retailing will become a more important element of company strategies and the online space is expected to become central to both marketing and sales, especially when it comes to reaching younger consumers in Hong Kong.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Hong Kong, China 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 Hong Kong, China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Deodorants research and analysis database.
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