Deodorants in Taiwan

2021 DEVELOPMENTS

Further low decline in demand for deodorants during home seclusion

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.

Popularity of antiperspirants containing aluminium, the key inhibiting ingredient

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.

Rexona and Nivea remain leading brands in deodorants

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.

PROSPECTS AND OPPORTUNITIES

Deodorants with organic certification are beginning to emerge as more natural and gentle options

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.

Deodorants will face long-term challenges as wide range of natural options become available

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 could be challenged by rising health awareness

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.