Deodorants in Ireland

PRE-COVID-19 PERFORMANCE

In 2019, growth is driven by exercise, with deodorants being viewed as an everyday essential in Ireland

Deodorants continued to see positive value growth across 2019, perceived by consumers as an everyday essential. As consumers in Ireland were increasingly taking up exercise, sales were further boosted, with deodorants being used outside of the home to freshen up in the gym, or after a run.

Ethical and natural deodorants perform well, as organic brands become increasingly popular in 2019

Deodorant sprays remained the most popular format among Irish consumers in 2019. However, deodorants is expected to lose popularity in Ireland, as consumers increasingly seek cleaner, more natural ingredients.

Unilever Ireland Ltd launches convenient on-the-go products in 2019, as private label continues to benefit from its attractive quality-price-ratio

Unilever Ireland Ltd remained the leading player in 2019, thanks to offering a range of popular brands. The player's price positioning, and its high-quality products through well-established brands largely contributed to its success in Ireland.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to grow by 3% in 2020 in 2019 constant value terms. This aligns to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

Due to its essential status and its key role in personal hygiene, growth for deodorants in 2020 is expected to match the pre-COVID-19 predictions, with growth being higher than constant value growth for 2019. Therefore, the industry is not set to be heavily impacted by the virus, with consumers continuing to rely on the products to maintain a good level of hygiene.

Recovery and opportunities

Deodorants is not expected to be negatively impacted by the COVID-19 pandemic in Ireland, with growth in 2020 expected to remain solid. This is predicted to remain the case across the rest of the forecast period, with growth continuing to align to growth predicted for deodorants, pre-COVID-19.

Files are delivered directly into your account within a few minutes of purchase.