COVID-19 weakened overall demand for deodorants in 2020, with all categories registering markedly slower volume growth rates than in 2019. This was mainly because Pakistanis were less inclined to maintain their regular personal grooming and hygiene routines while spending much more time at home than usual due to lockdown measures, social distancing and remote working.
While COVID-19 had a broadly negative impact on the performance of deodorants in 2020, the endurance of pre-pandemic trends ensured the category continued to post growth in total volume sales. Most notably, in recent years the number of people who can afford to buy these products on a regular basis has increased steadily in line with the expansion of Pakistan’s middle-income population and the growing participation of women in the workforce.
Multinationals continued to account for the lion’s share of deodorants current value sales in 2020. Unilever, which offers the Axe, Dove and Rexona brands, remained the leading player, while Beiersdorf placed second with its Nivea brand.
Deodorants looks set to mount an impressive recovery in 2021, with overall volume and current value growth rates projected to accelerate significantly from 2020. All categories should see demand rebound rapidly as economic conditions improve and consumers start spending more time outside the home in line with the anticipated easing of the COVID-19 pandemic.
Sprays are expected to remain by far the most popular deodorants format in Pakistan over the forecast period. This is partly due to the convenience factor, but also because sprays tend to be more affordable than other product types.
While the outlook for deodorants is broadly favourable, it is expected demand will continue to be concentrated among mid-to-high-income urban dwellers. Penetration among lower-income and rural consumers will remain limited due to competition from talcum powder, which is much more affordable and has long been widely used in Pakistan.
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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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