Demand for deodorants was negatively impacted by the COVID-19 pandemic during the previous year as consumer worried less about their body odour due to spending extended time at home in isolation. However, the decline remained small, because deodorants are widely regarded as essential products and most consumers continued to use them on a daily basis.
Whilst the vast majority of deodorants sales concerns regular deodorants that eliminate odour, there is also notable demand for deodorants that combat certain problems, such as excessive perspiration. The chemists/pharmacists channel is where consumers usually search for such products, where they usually seek pharmacist advice.
While deodorant roll-ons remained the most popular category in 2021, and deodorant sprays and sticks also constituted a sizeable part of sales, one of the major chained pharmacies in the country, Eurovaistine, has been expanding its offer of deodorant creams with brands such as Urtekram, We Love Planet and Ben & Anna. Usually, such deodorant creams have natural formulas and are aluminium, PEGs, phthalates, propylene glycol, fragrance and paraben-free, drawing health-conscious consumers who do not mind paying a little extra to have a deodorant that is not harmful to human health.
As the category is rather saturated, in the future it is expected that natural product innovations will drive deodorant trends and consumer interest. Consumer will demonstrate increasing concern over sustainability and increasingly choose products that are less harmful to themselves and the environment.
Smaller local players have historically struggled to enter the category due to the strong presence of international companies that can afford to entice consumers with products promotions and low prices. However, the rising demand for natural beauty and personal care is creating an opportunity for local players to emerge and develop a unique selling point.
The local mass deodorant brand Margarita has recently repackaged its traditional deodorant products to attain a more modern look. Although the brand’s assortment is not set to expand, the company is increasingly looking to become more modern and made its product more convenient to use.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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.
See All of Our DefinitionsThis report originates from Passport, our Deodorants research and analysis database.
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