Deodorants in Singapore

PRE-COVID-19 PERFORMANCE

Natural products continue to gain in popularity in Singapore

More natural deodorant options continued to appear in Singapore in 2019. Natural deodorants have been gaining popularity after a number of media reports about the significant health risks posed by the use of aluminium-based deodorants and antiperspirants.

Increasing sporting activity ensures continued demand for deodorants among male consumers

With increasing affluence, men are becoming more discerning and often using fragrances more than deodorant. However, mass deodorant products will continue to see demand from men for when they are partaking in sporting activity, which is being boosted by the fitness and athleisure trend.

Beiersdorf continues to lead deodorants with its Nivea brand

Beiersdorf continued to lead sales of deodorants with its Nivea brand in 2019. The brand offers an extensive range of deodorants with different scents and application types for both men and women, with the products available via numerous distribution channels, including supermarkets, health and beauty specialist retailers and independent small grocers.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to decline by 2% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 1% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

All deodorant products will record similar performances at constant 2019 prices in 2020 to those they registered a year earlier in 2019. Only sprays will see positive growth, with sales of roll-ons and sticks continuing to decline.

Recovery and opportunities

After declining at a faster rate in 2020 at constant 2019 prices than was forecast for the year during research conducted at the end of 2019, before the spread of COVID-19, deodorants will turn this around to record a slightly better performance than previously expected in 2021 as life in Singapore returns to normal, with consumers having returned to work and resumed their social lives and their sporting activities. Sprays will continue to drive growth in the overall deodorants category, with roll-ons and sticks recording declining CAGRs over the forecast period as a whole.

Files are delivered directly into your account within a few minutes of purchase.