Deodorants witnessed a modest recovery in value and volume terms in 2021 after the decline witnessed in 2020. This return to growth was largely thanks to consumers returning to more active social lives due to the slowdown of the pandemic, as well as consumers returning to the workplace in the second half of the year.
Deodorant sprays remains the most popular format for deodorants in Italy and it was second only to deodorant roll-ons in terms of the most dynamic growth in 2021 (in current value terms). Deodorant sprays are appreciated for their convenience (quick application and absorption) and because they are ideal for those who share their deodorants with other family members.
As seen in the review period, players operating within deodorants continued to invest in new innovations in 2021 as they looked to attract new consumers and retain existing ones. As such, the category saw the appearance of various new and interesting product launches in 2021.
Sales of deodorants are set to recover to pre-pandemic levels by the end of 2022, with consumer confidence returning and people leading more active lives outside the home including for work and leisure. This forecast is however linked to a further slowdown in the pandemic from February onwards, with sales in January 2022 being negatively impacted by the Omicron variant which hit Italy in December 2020.
Modern grocery retailers and drugstores/parapharmacies will remain the main distribution channels for deodorants. Drugstores/parapharmacies are expected to continue benefiting from consumers looking for price deals and an appreciation for their wide assortment of products.
Deodorants is expected to continue being impacted by growing consumer demand for natural-positioned products and products with a low environmental impact. Within deodorants, this trend will translate into a higher demand for deodorant roll-ons, pumps and creams, at the expense of deodorant sprays.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Italy 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 Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
This report originates from Passport, our Deodorants research and analysis database.
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