Deodorants continued to see positive retail current value growth in 2019. The fitness and healthy lifestyle trends stimulated higher demand for deodorants to reduce perspiration and body odour.
Brands offering specific value in the form of healthier ingredients, higher efficacy, eco-friendly properties (product and packaging) or clinically tested brands gained interest in 2019. Thus, deodorants continued to witness premiumisation as disposable incomes rose.
In 2019, deodorants remained quite fragmented, with only Unilever and Coty Ceska Republika accounting for double-digit retail value shares. While, private label, overall, continued to gain share as consumers remained alive to lower-priced and value for money options, branded companies reduced the threat with price promotions and discounts.
Sales of deodorants are now expected to fall by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected flat growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Over 2020 as a whole, deodorants is expected to see a strong fall in retail value sales at constant 2019 prices. This is a significant downturn compared to the forecast during research conducted at the end of 2019 before the spread of COVID-19.
Deodorants is projected to see a marginally negative retail value CAGR at constant 2019 prices over the forecast period. However, this projection is heavily influenced by the anticipated strong fall in sales caused by COVID-19 over 2020.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Czech Republic with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Deodorants research and analysis database.
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