Deodorants sales posted a significant decline in the first year of the pandemic following several years of dynamic growth. Home seclusion led to much reduced demand for deodorants amongst the Indonesian population.
Men’s grooming is growing strongly in the Indonesian market, with male consumers placing increasing importance on how they look and smell. With many male consumers already confident in purchasing products online, the dynamic growth of e-commerce played a significant role in maintaining the men’s grooming trend, and the growth of men’s deodorants, during the COVID-19 crisis.
Unilever Indonesia remained the clear leader in deodorants in value terms in 2021, with its brands Rexona and Axe. Rexona is a long-standing brand in the country and most consumers are very familiar with the brand, which is also available in all significant distribution channels, including even small warungs in traditional grocery retailers.
Two of the leading players in deodorants, Unilever and Nivea, are very strong in third party e-commerce platforms, such as Tokopedia and Shopee. Deodorants products are widely seen as essentials and purchased along with groceries.
The COVID-19 crisis has bolstered the health and wellness trend and health-orientated demand trends have been seen across all product categories from skin care and cosmetics to packaged food and beverages, and deodorants is no exception. It is particularly important for deodorants players to respond to this trend, as there has been some publicity about the potential health risks involved in using deodorants due to their chemical make-up.
Deodorant sprays are projected to become more popular over the forecast period, particularly amongst male consumers in the market. Men’s sales are becoming more and more significant to the deodorant industry since many men apply deodorant not only for its primary purpose, but also as a simple fragrance.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Indonesia 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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