Deodorants in Switzerland

PRE-COVID-19 PERFORMANCE

Sprays and roll-ons to remain the most popular formats

A fresh and clean feeling – and scent – are important for most Swiss consumers. Deodorants that provide good odour protection, leave a long-lasting fresh feeling without being too strong in terms of scent are in strong demand.

Demand for natural and organic products continues to grow

As in other beauty and personal care products, demand for natural and free-from products continues to increase. Concerns about pollutants and harmful chemicals on the skin keep growing, thereby driving sales of deodorants that are claimed to be natural and/or free-from aluminium, for example.

Unilever Schweiz leads in what is a mass-dominated category

Unilever Schweiz continued to lead deodorants in 2019 with its strong brands Rexona, Axe and Dove. A huge and continuously evolving product selection – with various formats, formula improvements, scents etc – as well as widespread marketing campaigns support the success of all three brands.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to grow by a little over 2% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the rise of just under 3% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

The impact of COVID-19 will not be that great on deodorants, or any of its various categories, in 2020. People will still buy deodorants, with the category’s products generally mass products, and therefore affordable, but also readily available in the retail outlets (food stores, pharmacies) that were allowed to remain open during the pandemic.

Recovery and opportunities

Deodorants is expected to record consistent annual growth rates over the forecast period at constant 2019 prices, with these figures generally in line with those predicted during research conducted at the end of 2019, before the spread of COVID-19. Demand for deodorants will continue to be seen, with a continuing increase in the popularity of natural and free-from products, eg aluminium-free deodorants.

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