During 2021 and throughout the pandemic, deodorants, particularly mass brands like Rexona and Nivea Roll-on, typically sold through modern grocery retailers like hypermarkets and supermarkets. In these retail spaces, such deodorants have remained products of necessity, and thus demand has remained relatively stable in the face of generally weakening interest.
While deodorant creams witnessed robust interest from influencers and companies, fuelling demand and growth during 2021, media attention began to falter during the year. This predicates an expected decline in growth once the pandemic has been overcome in Sweden and consumers return fully to pre-COVID-19 lifestyles, and in some cases, behaviours.
Deodorants remained well positioned to benefit from the shift from physical to online retailing. In 2021, this shift gained speed and took off as both consumers and retailers of mixed assortments of standard essential goods adapted and, to an increasing extent, exploited the market conditions created by the pandemic.
As COVID-19 has not caused radical changes to the consumption of deodorants in Sweden, beyond a slight reduction in demand during the initial 2020 phase of the pandemic, no major effects are anticipated in the short to medium term. Thus, a return to more normal consumption patterns is predicted, leading to stagnant retail volume sales performances.
While the shift to e-commerce is expected to continue, the pace of this development is predicted to slow significantly in most deodorants categories. This is mainly because most easy or straightforward changes and adaptations have already been made.
During the forecast period, innovation tendencies already seen in niche deodorants categories, primarily related to organic and ecological production and product content and organic packaging improvements, are expected to have a growing influence on the category as a whole. The anti-plastic trend, in particular, is set to become a growing problem for deodorants, where owners of mass brands, especially, are engaged in the extensive use of plastic packaging.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Sweden 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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