In contrast with an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the COVID-19 outbreak, all categories apart from deodorant wipes registered a decline in both current value and volume terms. During this time, a large number of consumers spent the majority of their time at home, with virtually no opportunities to socialise away from home or visit gyms, resulting in far less frequent use of deodorants.
Deodorants are always among the most advertised categories within beauty and personal care, but promotional activities planned for 2020, particularly during the first wave of the pandemic, were withdrawn and smaller budgets were partially re-allocated for summer and enhancing in-store presence during the pre-Christmas sales period, when deodorants and bath/shower gel kits are popular gift ideas. This is a category where artisan manufacturers and small businesses can enter the cluttered arena of deodorants and gain ground.
Unilever maintained its leading value share in deodorants in 2020, aided by its wide brand portfolio. Unilever’s strength in terms of frequent promotions and constant innovation enabled it to continue serving the needs of all customer groups at all price levels, and its Rexona brand maintained its lead position ahead of Beiersdorf’s Nivea, although the latter grained ground.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
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.
This report originates from Passport, our Deodorants research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page