Deodorants in the United Arab Emirates

PRE-COVID-19 PERFORMANCE

Deodorant sprays remains the most popular category

Deodorant sprays remained the most popular format of deodorants in the United Arab Emirates at the end of the review period. The main reason is that these products represent unmatched convenience and also have higher perceived hygiene value.

Rising awareness of personal hygiene set to override safety concerns to boost sales

Growth is expected to remain positive in deodorants over the forecast period, with demand supported by the increasing importance of maintaining good personal hygiene. Consumers of all backgrounds and income levels are becoming more aware of the importance of maintaining good personal hygiene at all times, including the regular application of deodorants to prevent and mask body odour.

Major multinational players remain the leading names in deodorants

2019 saw the list of leading players in deodorants dominated by major multinational companies with strong global brands. The outright leaders within deodorants in value terms in 2019 were Unilever and Beiersdorf, followed some way back by Coty, Henkel, Procter & Gamble and Colgate-Palmolive.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is in line with the 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

No deodorants category is expected to have faced any significant impact due to COVID-19, although deodorant sprays are expected to have suffered a slowdown in demand due to the low levels of physical activity being undertaken. In particular, people are not working out in gyms or training for sport at the same levels that they were prior to the onset of COVID-19, which is likely to have suppressed demand for deodorant sprays and deodorant sticks, the most common types of deodorants used among those who are very physically active.

Recovery and opportunities

With sales of deodorants unlikely to have been seriously impacted by the COVID-19 situation during 2020, it is likely that moderate positive sales growth will continue to be registered in the category over the forecast period. Indeed, the trends that were in evidence prior to the onset of COVID-19 towards the end of the review period are likely to remain in effect during the forecast period.

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