Deodorant sales in 2020 underperformed in the wake of the pandemic outbreak as a result of a nationwide lockdown and social distancing measures implemented to contain the spread of COVID-19. However, sales experienced a rebound in 2021.
Plastic is traditionally a critical component of packaging in maintaining the freshness of deodorant. As the pandemic has made many local consumers more mindful of what they buy, an increasing number of players are making net-zero carbon pledges and trialling climate-friendly innovations to gain their attention.
The pandemic has enhanced consumers' perceptions of personal hygiene and forced them to reassess how they view the products they purchase. With consumers becoming increasingly concerned about the product ingredient profiles of their daily necessities, they are seeking products made using pure, natural ingredients.
In this hygge-centric age of nesting, there is increasing consumer awareness of personal hygiene, resulting in a greater focus on practicality in everyday lives. The upward trend is likely to continue when pandemic-related restrictions are completely lifted in 2022.
The prolonged pandemic has elevated consumer awareness of self-care and personal hygiene. Many New Zealanders have continued to choose natural deodorants as they perceive organic ingredients to be less harmful and beneficial to their skin.
Traditionally, deodorants are single-use products, with plastic packaging discarded after use. As the pandemic has shifted consumer lifestyle behaviours to mindful purchasing, many New Zealanders are increasingly concerned about their own carbon footprint in their daily lives.
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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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