Deodorants was not significantly affected by COVID-19 in 2020, recording only dampened retail value growth as consumers stayed home and applied such products slightly less. Nevertheless, deodorants are considered essential products, leading most consumers to continue using them daily.
In line with the growing health and wellness trend, there has also been increasing demand among consumers for natural/organic products that are free from potentially harmful or unhealthy ingredients. As such, Kazakhstani consumers are showing more interest in brands that use few, if any, chemicals or synthetic ingredients in their deodorant products.
Beiersdorf maintained its leadership of deodorants in 2021 after overtaking Unilever Group in 2019. However, the gap in share between the two leading players remains very small and, between them, they account for nearly half of category sales.
Deodorants is expected to register stable growth in the forecast period, at a similar rate to that recorded in 2021, with deodorant roll-ons and sticks recording slightly faster growth than sprays. This is a result of saturation in deodorant sprays and the increasing trend for environmentally conscious consumption.
As consumers re-establish their pre-COVID-19 grooming routines over the forecast period, conventional and well-known brands that historically dominated the category in deodorant spray formulations will continue to be preferred by most Kazakhstani consumers. Such brands and formats are reliable, and consumers trust them to control their body odour throughout the day.
Like other essential personal care products, deodorant sales were affected by distributional shifts during the pandemic. The newly emerging convenience stores captured a larger share of sales of deodorants, as consumers avoided shopping in bigger supermarkets and sought to stay close to their homes.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Kazakhstan 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 Kazakhstan, 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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