Retail volume sales of deodorants continued to decline in 2021, after the double-digit decline recorded in the previous year, as people remained at home and worked and learned from home in the first half of the year due to the ongoing COVID-19 pandemic. Deodorant sales began to increase again after the gradual easing of pandemic-related restrictions in the latter half of the year when consumers returned to workplaces and began spending more time outdoors.
The trend towards natural and “free from” formulas was also evident in deodorants. Towards the end of the review period, Yves Rocher introduced an organic roll-on deodorant with 96% natural ingredients which contains beech wood powder to absorb sweat for 48-hour protection to meet consumers’ growing preference for deodorants that are free from certain ingredients, such as aluminium salts, alcohol and parabens.
Nivea Beiersdorf and Unilever maintained their strong lead of deodorants in Turkey in 2021. Nivea Beiersdorf is present with 8x4 and Nivea, while Unilever’s leading brands are Rexona, Axe and Dove.
The decline in the demand for deodorants witnessed during the pandemic is expected to be temporary due to a locked-down society, therefore growth is expected from 2022 and throughout the rest of the forecast period. Demand for deodorant sticks is expected to rise as consumers increasingly base their purchase decisions on naturalness and sustainability.
Urbanisation in Turkey has led to the development of increasingly modern lifestyles in the country, which will continue to generate higher consumer awareness of and interest in personal hygiene issues and higher demand for deodorants over the forecast period. While many Turkish consumers in rural areas continue to regard deodorants as luxury items rather than necessities, consumers that are employed and more socially engaged in urban areas will continue to place more importance on smelling good.
At the end of the review period, Oriflame launched Activelle deodorants which feature motion-activated ActiBoost Technology. More brands with new technological developments are expected to be launched over the forecast period to 2026.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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