Deodorants is expected to continue its volume recovery in the forecast period, after two years of steep decline, as consumers return to the category due to going back to their normal daily routines and to travel. All categories are expected to experience growth in volume and current value terms, excluding deodorant wipes, which has been on a declining trend for years.
Sales of green deodorants are expected to grow in the forecast period, a shift that has been ongoing in recent years and is expected to continue as consumers’ rising interest in clean beauty products keeps driving the growth of natural SKUs. Sustainable deodorants, previously present mainly in specific retailers, such as Cult Beauty, and on their own DTC websites, are now going mainstream and entering leading retailers such as Waitrose & Partners, Sainsbury’s, and Boots, expanding their potential to reach new audiences – a trend that is expected to continue in the forecast period as both consumers and retailers look to limit the use of potentially harmful ingredients and cut their carbon footprint.
As popular skin care ingredients are making their way into various personal care categories, deodorants is also poised to experience the skinification trend. Especially younger consumers, whose interest in the category is lower than that of older demographics, have shown strong interest in products that offer beauty ingredients with multiple benefits.
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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 Definitions
This report originates from Passport, our Deodorants research and analysis database.
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