Whilst personal hygiene has become a primary concern in the midst of the pandemic, many consumers have adopted what could be described as a more relaxed approach to personal grooming in 2020, with morning routines being reduced as a result of restricted social interaction, home working and home seclusion. This has directly impacted sales of deodorants in 2020, with consumers also prioritising other forms of hygiene, namely hand washing and hand sanitising, over the application of deodorants.
Deodorant sprays remained by far the most popular format among Irish consumers, accounting for 70% of value sales in 2020. While consumers value deodorant sprays for their convenience, texture and antiperspirant qualities, the format is losing popularity in Ireland, with consumers increasingly moving away from sprays preferring formats offering cleaner, more natural ingredients.
Unilever Ireland Ltd remained the leading player in 2020, thanks to its well-established brands Lynx, Rexona and Dove. The player's price positioning, and consumers perceiving these brands as high-quality products, largely contributed to the company’s continued success in Ireland.
Growth across the forecast period will continue to be driven by deodorant sprays, valued for their convenience and accessibility across all distribution channels. Meanwhile, growing demand for natural ingredients will benefit deodorant creams and pumps, two formats that typically apply to natural deodorants, while also creating new growth opportunities for other deodorant formats.
Growth will further be driven by players focusing on natural ingredients, launching chemical-free products that are aluminium-free and alcohol-free. The growing interest in these claims is expected to drive growth in the industry, making new opportunities for players to expand their product ranges in all deodorant formats.
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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.
This report originates from Passport, our Deodorants research and analysis database.
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