Deodorants in Latvia

PRE-COVID-19 PERFORMANCE

Shift to value-added products supports value growth despite maturity of demand

Demand for deodorants is already saturated in Latvia. For at least a generation, these products have formed an important part of the daily beauty and personal care routines of the vast majority of Latvian consumers, with demand now very mature in general.

Deodorant roll-ons remains the largest and most dynamic category of deodorants

At the end of the review period, deodorant roll-ons remained the largest of all deodorants categories in Latvia. This is rather unusual, as deodorant sprays is the leading deodorants category by far in most European countries.

International players control sales of deodorants

2019 saw major multinational companies almost completely in control of sales of deodorants. The list of leading players in the category reads like a who’s who of the leading players in beauty and personal care at global level and includes L’Oréal, Unilever, Coty, Beiersdorf, Henkel, Procter & Gamble, Avon and Colgate-Palmolive.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to decline by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares unfavourably to the expected marginal decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

All categories of deodorants are expected to have registered negative sales growth over the course of 2020 as a result of COVID-19 and the official response to it. The categories to register the strongest declines are expected to be deodorant sprays and deodorant sticks.

Recovery and opportunities

Once the dust has settled on the COVID-19 situation, it is expected that sales of deodorants will return to the moderate sales growth and slow but steady development that defined the category for much of the review period. In particular, value growth is likely to be underpinned by the increasing interest in more sophisticated types of products, specifically value-added deodorant roll-ons and deodorant creams sold in chemists/pharmacies, drugstores/parapharmacies and beauty specialist retailers.

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