Deodorants in Poland

PRE-COVID-19 PERFORMANCE

Rising disposable incomes and image awareness boost demand for deodorants

Deodorants continues to grow at a stable pace in Poland. Consumers are placing more and more importance on personal hygiene, with increasing disposable incomes allowing for the purchasing of better quality products.

New aluminium free brands attract health conscious consumers

In addition, consumers are also paying more attention to the composition of deodorants. For example, many people are shifting away from deodorants containing aluminium towards fully natural products.

Wide distribution and innovation key in highly competitive market

Unilever Polska (Dove, Rexona, Axe) continues to leads sales and is followed by other international players Nivea Polska (Nivea and Nivea Men) and Coty Polska (Adidas, Playboy) respectively. The competitive landscape has been stable for years, with shares being divided between foreign players with well-known and globally recognised brands.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to decline by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This represents a major decline from the 2% growth forecast for 2020 during research conducted at the end of 2019 before the outbreak.

Affected products within deodorants

All product areas across deodorants are expected to see retail volume sales decline in 2020 due to decreased usage during the COVID-19 lockdown. With rising economic uncertainty, higher-priced product areas will suffer most as consumers seek to limit spending and opt for lower-priced products where possible.

Recovery and opportunities

Demand for deodorants may normalise to an extent by the end of 2020 but will continue to be impacted by ongoing economic malaise and the threat of a resurgence of COVID-19. Consumers are more likely to limit spending on deodorants to replacement purchases rather than keeping a range of deodorant format and scents at home for different occasions.

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