Deodorants was negatively impacted by the pandemic restrictions in 2020, as with people going out less and engaging in less physical activities, volume sales fell. In 2021, with society opening up, there was increased current value and volume sales.
Deodorants in Nigeria is dominated by international brands. Local players were previously non-existent or insignificant, although some Nigerian companies have now started to produce their own brands, such as Starline Nigeria, which markets a variety of brands like Cool River, Forever and Neso.
Deodorant sprays continued to account for most value sales within deodorants. Sprays have comparatively lower prices than roll-ons and are often seen as an entry point for new consumers to deodorants.
Deodorants will register moderate constant value growth over the forecast period. A growing population and hot climate will support volume and value growth in a product area that is far from mature.
Manufacturers will focus on new scents, long-lasting fragrances, stain/mark prevention, anti-perspirant formulae and claims of increased efficacy to attract consumers. With the premium segment, growth will also be driven by products containing more natural ingredients and no aluminium-based compounds or parabens.
A more positive outlook for deodorants is likely to result in intensifying competition amongst brands as they seek to attract their target audience through efficacy and innovation. Digital marketing and a stronger presence on social media platforms will therefore be significant in terms of advertising products and increasing brand awareness.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Nigeria 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 Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Deodorants research and analysis database.
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