Deodorants returned to positive value growth in 2021 as COVID-19 related restrictions were eased and consumers returned to face-to-face social contact in the workplace and in leisure scenarios. During the periods of most severe restrictions when consumers were largely confined to their homes, demand for deodorants dropped dramatically.
There are health concerns around the use of deodorants, with formulations coming under greater scrutiny about their ingredients. Consumers have become increasingly concerned about the long-term impact of exposure to artificial chemicals, as well as common constituents such as aluminium.
Unilever Philippines Inc retained its strong leadership of deodorants in 2021, gaining notable value share as a result of its closest competitor Avon Cosmetics Inc struggling to maintain sales during the COVID-19 crisis as direct selling’s position as a viable distribution channel was weakened due to limited face-to-face consultations with consumers. Beiersdorf (Nivea Deodorant) and Procter & Gamble (Secret, Safeguard) also strengthened their positions due to value share gain as well as recording positive performances in terms of value growth.
Deodorants is expected to see steady growth over the forecast period, as consumers gradually return to their routines in terms of work, exercising in gyms or socialising with friends and family. This will, therefore, result in a greater need to regularly use deodorants given the hot and humid climate in the Philippines.
Manufacturers are set to look to drive growth in deodorants through a focus on educating consumers about both ingredients and packaging, with an emphasis on health and the environment. Products containing natural ingredients will target the broader trend towards natural products, which spans a number of beauty and personal care products, as well as other product areas altogether, including packaged food and home care.
While there are deodorant purchases made via e-commerce, this is mostly relevant for international brands or hard-to-find deodorant formulations. As in other areas, e-commerce’s share of overall sales grew significantly in both 2020 and 2021 as lifestyles during the COVID-19 crisis drove a shift towards online shopping, and e-commerce is set to build on its expanded consumer base going forward.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Philippines 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.
If you're in the Deodorants industry in Philippines, 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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