Deodorants posted a solid year of growth in 2021, in current value terms as COVID-19 restrictions subsided, the economy moved towards normalisation and Norwegians spent more time outside of the home. The category struggled for a long time prior to the pandemic with Norwegian consumers espousing the less is more mantra.
In Norway, deodorants are largely perceived as a commodity where demand is primarily driven by necessity and little else. There is a high degree of price competition for deodorants within the grocery channel coupled with intense competition from low-cost stores such as Europris and Normal.
Deodorant sticks and roll-ons continued to display the best performance in 2021 in current value terms, although roll-ons are the preferred option for most Norwegians. Sticks registered the strongest growth in 2021, albeit from a much lower base than roll-ons, due to the rising popularity of the drugstore/parapharmacy channel during the review period.
Deodorants will continue to struggle throughout the forecast period as consumers continue to perceive deodorant products as a commodity and adopt for a less is more mantra. With more Norwegians exercising frequently, many opt for more regular showers over the use of deodorants.
Rising sales through low-cost variety stores, primarily Normal will continue to undermine value sales and force grocery stores to continue to with their discount strategy. Normal remains one of the best performing variety stores in Norway, offering ‘normal products at abnormal prices’ and selling a wide variety of consumers goods.
The natural ingredient trend will be the main growth agent in deodorants roll-ons and sticks and to a certain extent creams. Products that are made with natural, organic or vegan ingredients, dermatologically tested on sensitive skin, and free from potentially harmful substances like alcohol, parabens and aluminium will continue to be among the most dynamic performers in deodorants over the forecast period.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Norway 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 Norway, 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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