Deodorants overall is expected to suffer a small impact from the COVID-19 pandemic with its products considered to be an important part of personal hygiene that consumers are not willing to give up entirely. All product areas in deodorants will perform negatively in 2020, as sales are lost due to the closure of gyms and sports clubs.
Deodorant sprays have continued to dominate deodorants in 2020, in both retail volume sales and current value terms. Macedonian consumers are more familiar with the format than with any other, and sprays are widely available and highly visible.
Unilever Group will maintain its lead of deodorants in 2020, gaining value share thanks to the significant penetration and solid performance of the company’s Rexona and Dove brand which both saw robust growth in deodorants. The combined strength of these two well-established brands gives Unilever a competitive edge over its competitors.
At the beginning of the forecast period, deodorants will continue to see declining current value sales, however at a less dramatic rate than that seen in 2020. The main reason for this will be due to the ongoing restrictions that will see many continue to work and study from home.
Over the forecast period premium products will continue to expand and drive overall growth, going someway to counteract the effects of negative demographic trends that will nevertheless constrain growth. Premium deodorants will however remain small, with Macedonian consumers failing to associate deodorant products with exclusive and expensive brands – in consumers’ minds, such brands are linked with fragrances rather than deodorants.
Deodorant sprays is set to remain dominant within deodorants and enjoy one of the fastest current value growth over the forecast period. However, in recent years, there has been increased concern with the presence of aluminium in deodorant products in North Macedonia.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in North Macedonia 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.
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This report originates from Passport, our Deodorants research and analysis database.
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