After the home seclusion trend resulted in a sharp contraction in 2020, total volume sales of deodorants tipped back into positive territory in 2021 as Hungarians began returning to their usual workplaces and socialising more frequently thanks to the progression of the national COVID-19 vaccination programme and the gradual relaxation of public health restrictions. Overall growth was marginal, however, and most categories continued to see volume sales decline, albeit at slower rates than in the previous year.
Deodorant sprays remained by far the most popular format in Hungary in volume terms in 2021, followed by roll-ons and sticks. Across all categories, consumers – particularly women – showed growing interest in products made with natural ingredients and containing fewer chemicals that are harmful to human health and the environment.
Unilever maintained its sizeable lead in deodorants in value sales terms in 2021 with a broad portfolio that covers most categories and boasts well established and trusted brands like Rexona, Axe and Dove. Beiersdorf, which offers the Nivea range, placed second, with Procter & Gamble rounding out the top three thanks to the popularity of brands such as Old Spice and Gillette.
Deodorants should see overall volume growth pick up in 2022 as more consumers resume their usual routines and start socialising outside the home again in line with further improvements in the epidemiological situation in Hungary. While total volume sales look set to continue increasing thereafter, growth is expected to slow steadily from 2023.
Deodorant wipes is expected to be the most dynamic performer in volume and current value growth terms over the forecast period. This is mainly because sales are emerging from a very low base, though demand should also be bolstered by increasing appreciation for the convenience of this format as the pace of consumer lifestyles accelerates with the further easing of the pandemic.
It is expected rising health-consciousness and growing concerns about environmental sustainability will lead more Hungarians to switch to deodorants that are made with natural ingredients and contain fewer harsh chemicals over the forecast period. While leading manufacturers will continue to update their product ranges to keep pace with this shift, many consumers will be inclined to favour more niche-oriented alternatives that have made healthier and eco-friendly formulas a core part of their brand identities from the start, including Schmidt’s, Phi Cosmetics, Dr.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Hungary 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 Hungary, 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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