Deodorants is seen as an essential personal hygiene item by an increasing number of Filipinos, with the category starting to greater penetration of lower-income groups prior to the emergence of the pandemic. However, volume sales stagnated in 2020 following continuous increases over the review period; despite being deemed essential, the home seclusion trend as a result of the pandemic-induced lockdown resulted in a mixed performance for the category.
Similar to emerging trends within skin care, urban more affluent Filipinos are increasingly showing an interest in organic-based deodorants, and products that claim not to include potentially harmful chemicals. Serum-based deodorants are also gaining greater attention, as they dry easily, and offer additional properties that claim to reduce darker patches of skin, thereby retaining some demand for deodorants with whitening properties in 2020.
Unilever Philippines Inc retained its strong leadership of deodorants in 2020, gaining notable value share as a result of its closest competitor Avon Cosmetics Inc struggling to maintain sales during the lockdown 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.
After its undynamic performance in 2020, deodorants is predicted to see growth momentum gradually building from 2021 onwards, as consumers gradually return to their routines in terms of work, exercising in gyms or socialising with friends and family depending on the relaxation of restrictions and the threat level of the pandemic. This will therefore, result in a greater need to regularly use deodorants given the country’s hot and humid climate.
Deodorant creams and sticks are also set to record stronger volume and value growth rates (at constant 2020 prices) compared to the review period. These formats tend to see greater innovation in terms of ingredients, as well as being perceived to be gentle on the skin.
While e-commerce remained a negligible distribution channel for deodorants in 2020, it gained further share and recorded impressive growth as consumers generally shifted online for a number of essential products. With further restrictions imposed towards the end of the year, deodorants became one of the most popular items to purchase online with consumers increasingly attracted to the convenience of home delivery, and in particular ongoing promotions and discounts, which is likely to further drive demand through the channel over the forecast period.
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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.
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This report originates from Passport, our Deodorants research and analysis database.
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