Deodorants in Taiwan

PRE-COVID-19 PERFORMANCE

Deodorants continues to face competition from fragrances in 2019

Most deodorants on sale in Taiwan not only prevent body odour caused by bacteria but also contain fragrances. However, it is a common concern that scented deodorants can clash with fragrances or other scented beauty and personal care products that consumers also wear.

Health-conscious consumers show interest in aluminium salt-free deodorants

In Taiwan, sweating is believed to be the body’s natural method of detoxifying itself and is seen as good for your health. Added to this, some concerns over the safety of antiperspirants and deodorants began to emerge during the review period as some substances in these products limit sweating thereby hampering the body’s natural physiological systems.

Mass brands continue dominate with little interest in premium options

Mass brands dominate deodorants with consumers seeing little value in premium alternatives. While many consider fragrances to help mask slight body odours, most consumers who use deodorants do so to prevent body odour and then wear fragrances for their pleasing scents.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

Deodorants is already a relatively mature category in Taiwan and as such consumers need little motivation to reduce their spending on these products. The impact of COVID-19 has been seen across all categories, although it has not been as significant as in some other markets with consumers still allowed to move around freely if they wish to do so.

Recovery and opportunities

Deodorants is a mature category in Taiwan and with the population expected to shrink over the forecast period this is likely to present a significant obstacle to growth. Nevertheless, deodorant roll-ons and sticks could still offer some opportunities in terms of new products that are free from alcohol and aluminium salt, with skin whitening and moisturising being other developing trends.

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