Deodorants continued to be considered an essential category by many consumers towards the end of the review period. Therefore, retail volume sales were maintained in 2020, and registered strong growth in 2021.
Other factors helped to sustain and push growth in retail volume sales in 2020 and 2021. For example, as the economic shock of COVID-19 weakened purchasing power and made Pakistanis more cautious in their spending habits, some consumers began using deodorants as a cheaper substitute for fragrances.
While COVID-19 saw the performance of deodorants stagnate in 2020, the robustness of pre-pandemic trends ensured the category overall continued to post marginal retail volume growth. Most notably, the number of consumers who can afford to buy these products on a regular basis increased steadily during the review period.
The anticipated further expansion of deodorants as a category in Pakistan is set to continue to be underpinned by heightened awareness of the importance of personal hygiene standards in Pakistan. This development is connected to the COVID-19 experience, but also the ongoing growth in the middle-income population, rural-urban migration and more women in the workforce.
While the outlook for deodorants is positive, demand is expected to continue to be concentrated among middle-to-high-income urban dwellers. Among the mass consumer base, low-priced fragrances and talcum powder remain a threat to deodorants in the forecast period.
Sprays is well placed to remain the key format in deodorants over the forecast period. This is partly due to the convenience of use factor, but also because sprays tend to be more affordable than other formats.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Pakistan 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 Pakistan, 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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