Deodorants in South Korea

PRE-COVID-19 PERFORMANCE

Awareness of body odour increases, but demand remains limited to sprays

In 2019, South Korean consumers were becoming increasingly aware of body odour. However, demand was developing only to support deodorant sprays.

Formats other than sprays remain limited

In 2019 there was still no significant sign of deodorant creams, pumps or wipes in South Korea. There were a couple of deodorant wipes products imported from Japan, and local brand Aprilskin offered a deodorant tissue, but sales were negligible.

Nivea sees success with sporting brand ambassador

Nivea Deodorant continued to lead the deodorants category in 2019, followed by Lush. Nivea was the brand that set the road for others to follow in deodorants.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to grow by just under 2% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to an over 2% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within deodorants

COVID-19 had a minimal impact on the category as a whole. There is uptake in body sprays and premium deodorants as softer alternatives to fragrances.

Recovery and opportunities

In coming years ingredients will be increasingly important for deodorants in South Korea. Recently, Korea Consumer Agency reported that four out of 15 deodorant sprays sold in department stores and hypermarkets contained ingredients that could an cause allergic reaction.

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