Deodorants in the United Arab Emirates

2020 IMPACT

Declines in growth due to pandemic

After several years of growth in this category, 2020 saw a decline due to the population contraction of the United Arab Emirates, and the fact that fewer people were spending time outside the house and therefore using deodorants less regularly than they would normally. However, growth is expected to return as the economy recovers, and there is still room for increased penetration in the United Arab Emirates, especially among the emerging middle class demographic.

Deodorants still a relatively immature category

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. But there is still considerable room for development in the category as a significant proportion of the population still lacks awareness of the appropriate usage of deodorants.

Concerns about deodorant safety among women

Growth could potentially be compromised by rising health concerns over the use of deodorants in general and anti-perspirants in particular. While the view that these products can pose a threat to health is not mainstream by any stretch of the imagination, there are growing concerns among consumers about the safety of some common ingredients such as aluminium salts, zinc, and parabens.

RECOVERY AND OPPORTUNITIES

Dermo deodorants could fuel pockets of growth

The market has seen an increase in dermo deodorants through major companies such as L’Oréal. These products are still relatively unknown but there is potential here, as consumers show some signs of warming to innovative products in this category.

Major multinationals remain leading names in deodorants

2020 continued to be dominated by major multinational companies with strong global brands. The outright leaders within the category in value terms are Unilever and Beiersdorf.

Deodorant sprays remain most popular category

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