For the consumer base in Singapore, applying deodorant is part of their daily routine, and not contingent on their level of activity. Although multiple applications of deodorant may be the norm if an individual is heading out to socialise or exercise, it is unlikely that anyone would stop using deodorant altogether due to home seclusion.
Fear-mongering resulting from misinformation is a real threat for companies. The presence of aluminium salts is a point of contention for brands and consumers.
The intended purpose of deodorants is for personal care, but marketing campaigns often revolve around similar topics of whitening properties for women and perceived masculinity for men. Advertisements for deodorants in Southeast Asia are highly similar.
Spray/aerosol cans are made of metals ranging from steel tinplate to aluminium. There was accelerated demand for aluminium cans in 2020 and 2021.
Kao's Bioré SaraSara body deodorant wipes and Once a Week deodorant sheets are the only deodorant wipes available in Singapore. The latter is popular due to its novelty factor, as an individual only needs to use the Once a Week deodorant wipes once, and it remains effective for an entire week.
The selection of deodorants differs widely across retail channels. Traditional health and beauty specialist retailers offer an extensive range that includes the likes of Dove, Nivea, Perspirex and Rexona.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Singapore 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 Singapore, 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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