Sales of deodorants decline by 4% in 2020, compared to growth of 2% the previous year, due to the impact of the COVID-19 outbreak. The difference between the two growth figures was the result of home seclusion and price sensitivity, with consumers socialising less with others, reducing their use of deodorants.
Niche categories such as deodorant creams, pumps and sticks were most affected by the lockdown period, having limited demand, with deodorant creams recording the deepest, double-digit value decline of 11%. Deodorant creams additionally suffered losses due to the discontinuation of Nivea deodorant cream by Beiersdorf.
Unilever Schweiz continued to lead deodorants in 2020, increasing its share despite the outbreak of COVID-19, thanks to its strong brands Rexona, Axe and Dove. A huge and continuously evolving product selection – with various formats, formula improvements and scents – as well as widespread marketing campaigns, supported the success of all three brands.
As consumers gradually return to activities including work and hobbies outside the home, demand for deodorants is set to return, with positive value growth of 4% predicted for 2021. In addition, reduced purchases during 2020, due to lockdowns and home seclusion, is likely to drive additional sales in the early forecast period, as consumers restock on deodorant products.
Due to the high level of convenience, offering a wide variety of goods in one location, supermarkets and hypermarkets will continue to grow in value sales and shares over the forecast period. However, growth for these channels will not be as dynamic as that seen for e-commerce, which will benefit from consumers having migrated to the channel during the outbreak of COVID-19, appreciating it as a safer form of retailing.
As in other beauty and personal care products, demand for natural and free-from products continues to increase over the forecast period. Concerns about pollutants and harmful chemicals on the skin will keep growing, thereby driving sales of deodorants that claim to be natural and/or free-from aluminium.
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This report originates from Passport, our Deodorants research and analysis database.
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