Sales of deodorant in Poland have seen a slight drop in value sales 2020, largely related to the changes in consumer lifestyles brought about by self-isolation and lockdown. Restrictions on movement and socialising have weakened perceived need for these products, and in addition factors such like consumers working or studying from home have upended normal grooming routines.
Value sales in 2020 have also been impacted by the ongoing drop in average unit prices of deodorants. Over the review period, this trend has been a result of the comparative lack of product development, the commodification of these products and a limited but credible private label offer, but the crisis has accelerated it.
Consumer interest in health and wellbeing has unsurprisingly rocketed in 2020 on the back of the pandemic. This has accelerated already strong consumer demand for more ‘natural’ deodorants that are perceived as using less aggressive chemicals and are in addition environmentally friendly.
Deodorant sales are set to return to positive growth in 2021, although spending levels in constant value terms are not anticipated to return to pre-pandemic levels until 2022. The reopening of the Polish economy will be the main driver, with the relaxation of restrictions on movement and socialising and the return to the workplace rebuilding pre-crisis consumption and use trends.
In the medium term, the category will grow, but the market is saturated and lacks innovation; deodorant consumers are also very brand loyal and do not like changes. Although use patterns should return to normal, a number of things are set to re-shape demand post-pandemic, notably consumer interest in greener, more natural products that are perceived to deliver better health and wellbeing outcomes.
Sales of deodorants via e-commerce are set to see a spike in total share in 2020, although online sales of these products remain relatively undeveloped. This is largely because deodorants are often either an impulse or emergency purchase, or because they are supplementary to the shopping cart rather than the final product.
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This report originates from Passport, our Deodorants research and analysis database.
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