Deodorants saw a return to growth in retail volume and current value terms in 2021 as there were more opportunities to travel and socialise outside of the home. This was a marked contrast to the previous year when COVID-19 lockdown restrictions forced home seclusion for long periods causing a dramatic decline in social events.
Major deodorant brands have been pushing new black & white formulas in 2021 as part of their attempt to develop premium brand extensions. Beiersdorf, for instance, launched a new deodorant range called Nivea Black & White Max Protection in a roll-on and spray format.
In the Netherlands, there is a growing preference for more natural deodorants with fewer chemicals and ingredients that are not deemed healthy. In 2021, this trend developed further with the addition of deodorants containing new ingredients such as magnesium or carbon.
Deodorants is projected to witness solid value growth over the forecast period as socialising and more active lifestyles increases deodorant usage. Value growth will outperform volume as rising costs throughout the supply chain put upwards pressure on prices leading to an increase in average unit price.
A key area of value growth in the forecast period will come from the deodorant creams category. Over the past two years there have been successful new launches in this category, such as The Lekker Company from domestic niche player Lekkerineenpotje BV.
During the COVID-19 pandemic e-commerce sales of deodorants saw steady growth in current value terms and this trend continued in 2021 as consumers become used to the convenience of ordering products online. Further growth of the e-commerce channel is expected over the forecast period, which includes retail sales through fast delivery services such as Gorillas, Getir, Flink and Zapp.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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If you're in the Deodorants industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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