Competitive Landscape
Top Players Strengthen Dominance through Brand Loyalty and Distribution
Deodorants in Laos remained concentrated in 2025, with Unilever Thai Holdings Ltd leading with a 36% retail value share, followed closely by Beiersdorf Thailand Co Ltd with 31%. Unilever maintains its leadership through its flagship brands Axe, Dove and Rexona, each targeting distinct consumer segments.
Procter & Gamble’S Old Spice Expands through Premium Positioning and Retail Presence
In 2025, Procter & Gamble emerged as a noteworthy challenger in deodorants, driven by the expansion of its Old Spice brand. The brand’s growth is attributed to strategic listing in beauty and cosmetics specialist stores such as Muan Jai Beauty Store, alongside entry into modern trade supermarkets including J-Mart and Sokthaby.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in Laos 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 Laos, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Deodorants in Laos report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Deodorants in Laos?
- Which are the leading brands in Laos?
- How are products distributed in Laos?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Deodorants in Laos - Category analysis
Key Data Insights
Deodorants Summary
Lao Consumers Drive Growth with Lifestyle-Driven Products
Deodorant Roll-Ons and Sprays Lead Growth Driven by Skin Care and Freshness Benefits
Fragrance-Led Innovation to Drive Engagement and Loyalty among Consumers
Deodorant Roll-Ons and Sticks to Lead Growth Supported by Skin-Friendly and Anti-Stain Benefits
Social Media and Affordability to Fuel Discovery and Sales Conversion across Formats
Top Players Strengthen Dominance through Brand Loyalty and Distribution
Procter & Gamble’S Old Spice Expands through Premium Positioning and Retail Presence
Traditional Retail Remains Dominant as Convenience Retailers Gain Urban Traction
Beauty and Personal Care in Laos - Industry Overview
2025 Developments
Key Data Insights
Mass and Premium Segments Grow, Driven by Affordability and Clean Beauty Focus
Skin Care and Baby Products Lead as Multifunctional Daily-Use Products Surge
Thai Brands Accelerate Growth with Barrier-Boosting Skin Care Innovations
Affordable Multifunctional Products to Propel Category Expansion Amid Economic Caution
Skin Care to Maintain Dominance While Baby and Child Care Surges
Natural, Multifunctional Product Demand to Reshape Consumer Choices and Retail Strategies
Top Players Consolidate Leadership through Portfolio Breadth and Distribution
Emerging Thai Brands and Product Innovation Drive Growth and Open New Opportunities
Retail Offline Sustains Dominance as Modern Grocery Formats Expand Reach
Social Commerce and Digital Trends Elevate E-Commerce’S Indirect Influence
Country Reports Disclaimer
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. 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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Deodorants research and analysis database.
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