Deodorants saw a strong recovery in demand in 2021, on the back of a return to some degree of normality in the daily lives of consumers. The majority of demand for deodorants comes from the urban working classes and people going to college in India.
In April 2021, one of the leading footwear brands, Woodland, expanded its product portfolio and entered the deodorants category. Existing player Vini Cosmetics also introduced a new brand, named RealMen, in late September 2021, contributing to the rising competition in deodorants.
Companies have been emphasising pocket-sized deodorant formats to increase the penetration of deodorants in non-metro cities. With the pandemic taking its toll on the incomes of people in rural areas, companies are looking to attract such consumers through affordable yet high-quality products by means of small pack sizes.
The level of penetration of deodorants remains low in India, but the growing working population could well act to foster growth for deodorants. In February 2021, it was stated by the government of India that the country is adding almost 12 million people to the working population every year.
Several major companies, such as Vanesa Care, McNroe Chemicals, and others in deodorants have launched deodorant gift packs in their portfolios. These gift packs have been found to be a new type of gifting option, especially for men.
Deodorant brands such as Wild Stone and Park Avenue provide discounts of a third to their customers through buy-two-get-one-free offers, which in the long run will impact the revenue coming in during the forecast period. Similarly, brands such as Engage and Eva provide buy-one-get-one-free offers to attract consumers.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Deodorants
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 DefinitionsThis report originates from Passport, our Deodorants research and analysis database.
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