In Poland, 2020 was a difficult year for sales of deodorants. The COVID-19 pandemic and associated lockdowns, the need for isolation and remote working meant that the average customer placed less importance on looking and smelling attractive, which translated into lower sales of products such as deodorants and perfumes.
When choosing a product, customers invariably pay attention not only to features such as price or packaging, but above all to the scent. Fresh fragrances remain the most popular, being associated with a long-lasting feeling of cleanliness and with physical activity, sport and fitness.
An increasingly important trend is to pay attention to product composition. Many online bloggers and reviewers are advising their readers to avoid deodorant products with ingredients such as aluminium, chemical thickeners, parabens and potential allergens, including artificial flavours, eugenol and coumarin.
Sales of deodorants will maintain positive growth over the forecast period aided by the full reopening of the Polish economy and the relaxation of restrictions on movement/socialising and the return to the workplace. Pre-crisis consumption and use trends will be rebuilt.
The largest drugstore and discounter chains are constantly developing their private label product offerings. For discounters such as Biedronka (BeBeauty brand) or Lidl (Cien brand), deodorants are an attractive product because they complement the shopping basket of an average consumer.
In addition to the product itself, packaging and application methods will become increasingly important in the sustainability wave. Deodorant brands offering eco-friendly, fully recyclable packaging made from recycled materials will gain in importance.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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