Deodorants in Israel

PRE-COVID-19 PERFORMANCE

As consumers search for lower prices, regulations by the Ministry of Economy impact price-points for deodorants in 2019

Due to the high prices of deodorants, consumers in 2019 were turning to alternative purchasing methods. Deodorants are considered a necessity by most consumers, especially in the warm climate, and as the population continues to grow, sales of deodorants grow with it.

Players release sport-orientated products in 2019, as consumers begin to increase their physical activities

As consumers are increasingly engaged in sports during 2019, players are developing products that have a stronger effect, targeting those who actively participate in sports. Adidas has traditionally been a sport-oriented deodorant; however, Halavin launched a series of sports products in 2019, and more sport-orientated items are expected to be released in future.

Unilever leads the landscape in 2019, as Old Spice re-enters and L'Oréal releases its Men Expert line

Unilever remained the leading player in 2019, with great dominancy in both men and women deodorants. Axe is a very popular deodorant among men; its strong scent along with a wide offering of fragrances and good value for money, make it the go-to brand for many consumers.

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

As consumers regarded deodorants as an essential item during the COVID-19 pandemic, deodorants in 2020 is expected to match the pre-COVID-19 predictions, with growth being higher than constant value growth for 2019. Therefore, deodorants is not predicted to be negatively impacted by the virus, with consumers reaching for the products to maintain their hygiene levels.

Recovery and opportunities

Deodorants is not predicted to be negatively impacted by the COVID-19 pandemic, with growth in 2020 expected to match the pre-COVID-19 forecast. This is expected to remain the same across the rest of the forecast period, with growth continuing to align to the pre-COVID-19 predictions.

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