Deodorants in New Zealand

PRE-COVID-19 PERFORMANCE

Rising demand for natural and aluminium-free deodorants in 2019

Natural deodorants experienced growing demand in New Zealand in 2019 as consumers are looking more closely at ingredients. Only Good’s natural deodorant has been doing well in supermarkets by giving customers an alternative to traditional deodorants and antiperspirants.

Paste and powder formats increasingly popular

The solid deodorant format was increasingly popular in New Zealand in 2019. Axilla and Woohoo are the prominent brands with natural deodorants in a paste format, reducing the use of plastic or aerosol cans.

Unilever leads deodorants with its extensive brand portfolio

Unilever retained its leadership of deodorants and grew its value share in 2019 with its extensive brand portfolio including Rexona, Lynx and Dove. Lynx introduced an improved, longer-lasting formula for its body sprays, whilst Dove introduced antiperspirant roll-on deodorant with a new formula that lasts 42 hours.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

Growth in deodorants in 2020 is set to match that of 2019 as consumers are prioritising necessities and still buying these essential products. As above, whilst social distancing and more time spent at home may mean reduced deodorant use, a switch of consumers to deodorant sprays from more expensive fragrances will benefit sales.

Recovery and opportunities

Deodorants is set to record further growth over the forecast period, with COVID-19 unlikely to have an impact on its performance. Natural products that are free from aluminium and without fragrance will be increasingly popular due to rising consumer awareness of the harmful chemicals contained in many commercial deodorants.

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