Volume sales of deodorants fell in 2021 when compared with 2020, which itself saw a decline compared with 2019. In fact, all deodorant categories declined yet again in volume terms in 2021.
In the first months of 2021, Unilever’s Lynx – one of the largest players in deodorants in the UK, and the largest in the deodorant sprays category – announced it was rebranding in order to attract a younger audience, namely those from so-called generation Z, those born after 1997. The new range includes a deodorant body spray, an antiperspirant, and a three-in-one body and hair wash.
The pandemic influenced the channels through which UK consumers purchased deodorants in 2021. As a result of lockdown periods at the start of 2021, grocery retailers performed better than non-essential retailers, as customers found that they had limited other options, given that these establishments were open and classed as essential by the UK government.
A major trend that is expected to develop in forthcoming years is the availability of subscription services offering refills of deodorants to consumers. The UK market already has some examples of these services.
It is expected that volume sales of deodorants will remain broadly similar during the forecast period, only increasing very slightly in the next five years. Usage occasions are anticipated to recover following the pandemic, for instance as social events increase and as people return to offices.
As has been outlined in previous sections, natural deodorants – products without the aluminium, parabens and sulphates commonly found in standard deodorants and antiperspirants – are predicted to contribute to the rise in value sales during the forecast period. Even before the pandemic, the number of products labelled as natural was significant.
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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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