Deodorants remained in a difficult situation due to the prolonged COVID-19 pandemic in 2021, with current value sales continuing to decline. The largest category in value terms, deodorant wipes, which are popular because of their refreshing feeling, in addition to their deodorant effect, showed a relatively small decline in 2021.
In the past, deodorant sprays was the mainstream deodorant format in the Japanese market, but in recent years, products that are applied directly to the skin, for example deodorant roll-ons or deodorant sticks, have been gaining share in the category. In addition to the appearance of products with high deodorant and antiperspirant effects, one of the reasons for their popularity is their easy application.
Although deodorants were mostly scented in the past, there is a continued rise in demand for products that can suppress odours with no scent added. Due to the nature of deodorants, users often have specific concerns about body odour, and many consumers feel uneasy about mixing a scented product with their own natural odour.
Although it is expected that the movement of people will gradually recover from 2022, the tendency to avoid spaces with many people due to the COVID-19 pandemic will continue to some extent in the future. Although it is likely that this habit will remain for several years, deodorants is expected to return to growth in forecast period, but it will be a long road to recover to the 2019 level of value sales.
The COVID-19 pandemic led more consumers to work remotely from home, and more time spent with family at home led to advice from family members and partners living and working together to use deodorants, or to purchases on their behalf. Since this work pattern is expected to continue to take root in the future, and there is a trend that both men and women are becoming more aware of preventing odours, it is expected that more consumers will seek products with stronger effects.
Awareness of odour prevention is increasing amongst consumers, but in order to further expand the deodorants category, not only will the launch of new products be important, but campaigns to encourage the use of these products throughout the year could also be beneficial. For example, in recent years, more brands launched products that are easy to use throughout the year, offered usage guides according to the season and environment, advertised through mass media such as television commercials and magazines, and also utilised multiple touchpoints such as company websites and SNS.
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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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