COVID-19 led to unusually high demand for deodorants during 2020, with the category seeing dynamic growth in retail volume terms. During the early stages of the pandemic, some consumers stocked up on personal care products like deodorants due to a fear of supply-chain disruption.
The COVID-19 pandemic has a wide impact on consumer purchasing behaviour in Saudi Arabia, with many consumers starting to pay closer attention to the products they use and the ingredients they contain. This behaviour extended to deodorants with some consumers having become concerned about using certain products due after reading about potential long-term health risks.
Nivea retained a healthy lead in deodorants in 2021 due its extensive range of products, widespread availably across leading distribution channels, and participation in promotional campaigns. The brand also continues to benefit from regular new product launches, among the latest of which is its Nivea Natural Fairness line which includes deodorant sprays, roll-ons, and sticks.
Deodorants are increasingly seen as an important part of the daily beauty and personal care routines of many Saudis and as such demand for these products should grow over the forecast period. As life begins to move towards normality, with an increase in social interactions and employees returning to the office, this should help to drive demand for deodorants.
Consumers are expected to increasingly opt towards products with natural ingredients and dermocosmetics brands over the forecast period as they become increasingly informed about the impact of the products they use on their health. Dermocosmetic products are also expected to grow in importance due to the recommendations of dermatologists and pharmacists.
Online sales of deodorants shot up during 2020 and 2021 due to the outbreak of COVID-19, with consumers turning to e-commerce for a wide range of products. Deodorants products are small and light making them ideally suited to e-commerce, with many consumers buying them alongside their weekly grocery shopping.
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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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