There has been increased awareness of health and wellness, and more people are establishing the habit of doing exercise, such as indoor activities including yoga and pole dancing, and outdoor sports including wake surf and hiking. Yoga and pole dancing saw rising popularity especially amongst working women, due to their slow pace, that helps relieve stress and tone the body, on top of their aesthetically-pleasing nature.
After the pandemic emerged, consumers were more aware of health and wellness and carried out extensive research on the products they consumed. A major barrier to the widening of the customer base and increasing adoption is the constant argument regarding the potentially harmful chemicals in deodorants, driving consumers away from mass deodorant sprays in particular.
Despite the increasing availability of unisex deodorants in the market, such as Salt & Stone, their botanical scents and gentle formulations do not appeal to many male consumers. In general, men search for efficient products with masculine scents in deodorants to ensure they are fresh even after intensive exercise and workouts.
Increased awareness of the need to maintain health through exercise amongst locals in the domestic market is expected to stay. This means that demand for deodorants will continue, in order to stay fresh during activities and exercise during the day.
Fragrance is gaining traction in the market, as people become more conscious about how they smell, despite the need to wear masks. As deodorants have a similar function to fragrance, it can be expected that consumer demand for deodorants will become more sophisticated, with demand for products that eliminate body odour and at the same time provide fragrance to smell good.
Hong Kong consumers generally trust in the quality and efficacy of Japanese products. This is due to Japanese influences from cultural exports such as dramas and animations.
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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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