Most consumers cut back on expenditure for deodorants in 2020 as lockdowns, social distancing, remote working and distance learning and limited social opportunities militated against usage. Consumers were also wary of the impending economic crisis in the wake of the Coronavirus (COVID-19) pandemic.
Deodorant sprays remained by far the largest category of deodorants in Serbia in 2021. This position has not been significantly challenged in the review period.
The trend for natural ingredients is growing among consumers in Serbia. In terms of deodorants, consumers are increasingly attracted by products that contain no aluminium.
Deodorants is projected to see moderate, but steady retail volume and value (constant 2021 prices) growth through the forecast period. All types, except deodorants creams, are predicted to see positive retail volume and value (constant 2021 prices) CAGRs, alongside a greater uptake in body sprays and premium deodorants, as softer and cheaper alternatives to fragrances.
Producers were quite dormant in terms of new product launches and marketing activities in 2020, but they started to turn back to such investments as the pandemic situation eased during 2021. New product launches are expected to become more and more common as the forecast period progresses.
Investments in marketing and advertising activities were at a low level in 2020 and, to some extent, in 2021, due to the negative economic effects of COVID-19. This situation is anticipated to change notably over the forecast period, with producers paying more attention to advertising their existing and newly launched brands.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Serbia 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 Serbia, 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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