As with many beauty and personal care categories, deodorants registered a decline in 2020 due to the emergence of the pandemic. Lockdowns, remote working and home seclusion in general resulted in deodorants being considered less essential due to lack of contact with others.
Unilever maintained its convincing leadership of deodorants in 2021, with the player benefiting from its well-established brands Dove, Rexona and Axe. Dove is particularly popular in deodorant roll-ons due to a “skin care” image, Rexona’s image of “stronger efficiency” is more popular in sprays, while Axe completes the offer of Unilever in men’s deodorants with its exclusive men’s line.
Early 2021 continued to be hit by rising cases of COVID-19 and many restrictions, including a new lockdown from January to March. This encouraged Portuguese consumers to spend less time as possible in retailers, in particular hypermarkets and supermarkets, therefore opting for products they already knew and trusted, and thus were not receptive to new product development.
Deodorants in Portugal is a mature category with a high level of penetration. Growth over the forecast period is therefore expected to be marginal, coming from higher frequency of usage rather than new consumers.
In the short term, a high level of inflation predicted for 2022 and reduced purchasing power would encourage consumers to choose more affordable options for a product that many consider a basic. Moreover, Portuguese consumers are used to high levels of price promotions offered by chained hypermarkets and supermarkets.
Over the forecast period, some Portuguese consumers are expected to increasingly seek products that are less harmful for them and for the environment. This trend was already gaining traction over the review period and was accelerated by the impact of the COVID-19 health crisis in 2020.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Portugal 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 Portugal, 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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