Sales of deodorants were moderately negatively impacted by the COVID-19 pandemic during 2020 as demand came under pressure during the first half of the year. In particular, the very strict approach taken to social distancing and home seclusion among the Taiwanese population during the year meant lower demand for deodorants as people spending much of their time alone at home were less likely to feel the need to maintain a pleasant aroma due to their not coming into contact with other people.
Deodorant sprays remained the dominant category of deodorants in Taiwan during 2020, with the category generating considerably higher sales than either deodorant sticks or deodorant roll-ons. Deodorant sprays are particularly popular among Taiwanese men and this popularity is linked mainly to the quick drying of deodorant sprays and the cool after-spray sensation that these products offer, which makes them particularly popular after exercise.
2020 saw the launch of the first deodorants in Taiwan that are marketed by reference to their containing no aluminium. These products were launched in response to rising consumer concerns over the negative health implications of overexposure to aluminium.
The forecast period is expected to see a more fragmented competitive environment emerge in deodorants as more players enter the category. In particular, stiffer competition is expected to be seen in deodorant sticks and deodorant roll-ons as rising consumer interest and higher sales make these more attractive categories for companies and brands.
Demand for organic products and products made using natural ingredients is expected to continue rising during the forecast period. This emerged as one of the most important trends in beauty and personal care in Taiwan during the review period and reflects the general consumer interest in more natural products across various fmcg industries.
During the forecast period, it is unlikely that either Unilever or Nivea will face any serious challenges to their very strong respective positions in deodorants. However, the broader range of brands and products available in the category is likely to make it more difficult for these twin category leaders to maintain their very strong positions as the competitive environment in deodorants is likely to become increasingly fragmented.
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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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