Retail constant value sales of deodorants continued to decline during 2021, albeit at a somewhat more modest rate than in the previous year. During 2020, demand was undermined by the fact that local consumers were spending much more time at home, with many working or studying there.
Grupo Unilever España SA remained by far the leading player in deodorants in 2021. It continues to concentrate on marketing, rather than innovation.
Even before the onset of the pandemic, retail constant value sales of deodorants were in decline. Deodorants face growing competition, with mounting concerns about unknown ingredients in deodorant formulas is resulting in some consumers choosing to make their own deodorants, using fragrances instead or not using anything at all to deal with body odour.
Retail constant value sales of deodorants will continue to decline throughout the forecast period, albeit at a marginal rate. Only deodorant creams will buck the downward trend, but this growth will be from a very low base.
With inflationary pressure set to mount during the early part of the review period, many local consumers may become more price sensitive. This could the popularity of private label within deodorants, particularly Mercadona’s Deliplus and Carrefour’s eponymous brand.
Despite the generally depressed market environment for deodorants, natural and organic offerings are set to continue to grow in popularity, particularly among younger consumers. The pandemic has raised awareness among Spaniards regarding the importance of sustainability and conscious consumption.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Spain 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 Spain, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Deodorants
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.
This report originates from Passport, our Deodorants research and analysis database.
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