With remote working regulations compounded by hospitality and gym closures, local consumers had restricted opportunities for social interaction in 2021. When consumers did exercise, ongoing remote working catered for time to shower rather than apply deodorant.
Tighter budgets as a result of the pandemic have had a pervasive effect on a product clearly seen as discretionary. Irish consumers are seeking the best value that their wallets can afford, which has driven down the average unit price of the most popular roll-on and spray formats of deodorants.
Given the measures put in place by the Irish government in 2021 to control the spread of COVID-19, which forced many department stores and variety stores to close for part of the year, the dominant modern grocery retailers further benefited. Discounters in particular, witnessed a rise in sales with consumers looking for value for money and an unstable economy supporting its performance.
The fall in the consumer base of deodorants has been driven primarily by the younger age demographic in Ireland as a growing minority shun deodorant usage entirely. Major players are facing an existential crisis beyond the forecast period if they cannot convert this cohort into regular consumers compared to previous generations.
The forecast period looks more optimistic with demand for most types of deodorants, with the exception of deodorant sticks, expected to improve. On the other hand, deodorant pumps and creams offer further growth potential due to immaturity in Ireland, with demand likely to be driven by consumers searching for healthier, more sustainable and natural/organic options.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Ireland 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 Ireland, 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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