New product developments and new trends are hard to spot in deodorants. The category has limited room for growth in South Korea, and the competition is not severe, which makes the category less innovative and thus unappealing to consumers.
Premium deodorants have started to emerge and increase their market presence, but the consumer base remains small. Along with Aesop, which dominates premium deodorants, premium brands such as Chanel and Dior also have deodorant lines.
During the pandemic, public showers were shut at gyms, golf clubs and yoga centres. For cases where consumers need to drive some distance to home or use their lunch break to exercise, deodorant wipes started to be used.
Over the course of the forecast period, deodorants is expected to see a slowing rate of current value growth. Drugstores/parapharmacies will remain an important retail channel for deodorants.
Consumer awareness of body odour is expected to continue to rise over the forecast period, but not necessarily support sales of deodorants. Higher awareness is so far supporting the popularity of fragrances and bath and shower products rather than deodorants.
There is no sign of notable penetration in categories that currently account for low or negligible sales, such as deodorant creams, pumps and wipes. Wipes has the highest value sales and most potential amongst the three, but still lacks potential.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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