Deodorants in the Czech Republic

PRE-COVID-19 PERFORMANCE

Natural, eco-friendly and long-lasting formulations stimulate interest among consumers

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.

Price promotions and discounts remain key purchase drivers in deodorants

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.

The competitive landscape and distribution see some fragmentation as consumers broaden their search for deodorants

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.

2020 AND BEYOND

COVID-19 impact

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.

Affected products within deodorants

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.

Recovery and opportunities

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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