Demand for deodorants took a severe hit from the COVID-19 pandemic in 2020 and the measures introduced by the Thai government to try to limit the spread of the virus. As many Thais were forced to work and study from home, their usage of deodorants declined, whilst the more sedentary lifestyles, with lower exposure to the sun, less travel and lower exercise levels at home, meant perspiration levels declined, which also led to steep declines in demand in 2020.
As demand picked up players and retailers focused on the use of aggressive promotions to drive sales and to stand out from the competition. Many consumers have been impacted financially by the COVID-19 pandemic and so looked for the best value options during 2021.
While many areas of beauty and personal care in Thailand saw a degree of premiumisation in 2021, as some consumers looked to pamper themselves, the same was not true in deodorants. Mass products showed a much better performance, while premium brands saw a further drop in their already small share.
Demand for deodorants is expected to quickly return to pre-pandemic levels providing there is no further surge in COVID-19 cases. As consumers start to return to more active and social lives, and as more consumers return to the workplace, this should fuel demand for deodorants.
Deodorant roll-ons will likely remain the most popular category within deodorants among shoppers due to the widespread availability of these products, their affordability and the fact shoppers are already familiar with them. Deodorant sprays will likely continue to be seen as the more premium option, with some consumers using these products as an affordable alternative to fragrances.
New product developments are expected to include more options in a serum format, with natural ingredients and extra vitamins added. This trend was already being seen at the end of the review period with new product launches such as Nivea Naturally Good, Nivea Extra White C&E vitamin roll-on, and Nivea Men Cool Kick Cool Fresh; Mistine Cooling roll-on and Mistine Uniq roll-on with vitamin B3 and Licorice Extract; and Rexona Dry Serum Anti-stain with vitamin C&E extracted from lemon.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Deodorants research and analysis database.
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