Summer in Taiwan is generally hot and humid. Therefore, consumers who spend time outside during this season tend to be quickly faced with noticeable perspiration that leaves them feeling uncomfortable, sometimes accompanied by an embarrassing odour.
Many deodorants include some level of aluminium as it is a key ingredient inhibiting perspiration. The biggest difference between deodorants that do not use aluminium and antiperspirants that contain aluminium is the specific requirement.
Deodorants continued to be led in value share terms by Rexona from Unilever and Nivea (Nivea Deodorant, Nivea Men Deodorant), with these products dominating sales in 2021. Rexona has become synonymous with deodorants for a number of factors, including affordability, and a wide range of fragrances, offering greater choice to consumers.
The main ingredients of deodorants and antiperspirants have continued to evolve, as ingredients that were once considered effective and safe were later found to be harmful. Therefore, local consumers are becoming increasingly health-aware and starting to choose products that claim to be safe, effective, natural and organic, especially if they are used daily and absorbed by the skin.
The negative effects of deodorants on human health continue to be discussed in the public space. Many consumers traditionally choose deodorants (or antiperspirants) that contain a chemical-based fragrance or aluminium to address underarm odour, although these products can cause skin inflammation and allergies.
Deodorant sprays is predicted to remain the most popular format in Taiwan over the forecast period, offering the greatest affordability and ease of use. Nevertheless, media reports and various studies point to the rising health concerns linked to the use of sprays.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Deodorants research and analysis database.
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