In the United Arab Emirates, similar to other markets, there is a trend towards a hybrid working pattern, with many companies offering arrangements whereby employees can work from home for several days during the week. With the increased presence of workers in physical offices, this has fuelled the growth of deodorants.
In previous years, 2-for-1 promotions on deodorants were prevalent, offered by pharmacies and grocery retailers. In fact, from 2019 to 2020, the average price of deodorants witnessed a downward trend and it had the effect of recruiting many first-time consumers.
Health and wellness trends have been on a rapid rise in the United Arab Emirates and 2021 witnessed a return to higher frequency gym attendance and high-intensity group exercises. Anecdotal evidence suggests that yoga, in particular, has seen a bump in interest, due to its stress-relieving perceptions.
As consumers become increasingly aware of the ingredients contained in their personal care products, natural deodorants is poised for growth as awareness of their perceived benefits grows. Local and regional media reports advertising the benefits of aluminium-free products have grown, which has also led to consumers choosing deodorants over antiperspirants.
An idiosyncratic feature of the deodorant landscape is that many male consumers use gender-specific deodorants in lieu of cologne, in that they spray this product all over their body akin to a perfume spritz. Therefore, despite the growing niche of unisex deodorants, scent will remain an important factor as to why male consumers choose deodorants.
Deodorants are seeking to differentiate themselves by offering multiple benefits. In the United Arab Emirates, deodorants that are marketed as lightening the underarm skin are popular among women.
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Deodorants
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 DefinitionsThis report originates from Passport, our Deodorants research and analysis database.
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